The Upside Down World of Web Branding

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Some of the best ideas for web branding defy logic. For instance, if you were to develop an ecommerce site you might well seek to establish your business name as the primary branding feature. What if your business name is less important than you think? Developing a catchy slogan seems to be an important step in branding? What if your site visitor is mostly interest in what you do or what you have to offer? In some ways the best ideas for web branding turn the tables of conventional thought and leave the entrepreneur standing on his 'proverbial' head. Would it surprise you to learn that the most common elements prospective customers look for is the immediacy of information that allow them to connect with your site as a provider of their need? Frankly, many of these prospects are interested in your company name only after they determine if you can help them. By placing the 'what we do or sell' before the 'who are we anyway' online business may discover visitors will spend more time with the site and that may ultimately result in a satisfied customer. Look at it this way; I am looking for a company that sells grommets in bulk. The search engine I use tells me there are over 2.5 million sites that have to do with grommets. Now, if an online business that is selling grommets has performed proper Search Engine Optimization (SEO) techniques I can be fairly certain some of the best grommet stores are going to be displayed first. However, if all I find on the opening page is a fancy logo, slogan and a paragraph or two about how the grommet store came into being I may well be tempted to hit the 'back' button and continue my search somewhere else. Most online visitors don't want to spend a lot of time learning to navigate a new site, especially if it turns out to be a site that does not ultimately meet their needs. By all means, develop an attractive logo that represents your business well, but let the branding take place in the immediacy of information. If you are able to answer your prospects most basic questions quickly this will likely impact them in a greater way than attractive flash design that supplies little relevant substance. Branding is always about more than the logo and nothing less than a positive impression. Does this alter your thinking about how to brand your business? What can you do to take a positive step forward?

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