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Branding – It’s More Than Just Your USP
by Karon Thackston © 2002 http://www.ktamarketing.com When you mention the word “branding” most people automatically think of USP (unique selling proposition). The overall – and incorrect – perception of a brand is that it simply consists of the...
Increase Your Leads with Search Engine and Lead Optimization Strategies
Copyright 2005 Tim OKeefe The most optimal way for an online Real Estate agent to succeed is thru rapid lead generation and follow up. And in order to escalate your leads, you must start off with an acceptance of your current traffic and...
Marketing the Government for Profit
Steps and tips on marketing your business to the government. Fact: Federal, state and local governments buy over $450 billion combined in goods and services each year. Part of that can be yours if you know how to get it. Fact: Federal...
New Job Tips: Starting a new job next week?
Your new job starts next week and you're eager to get off to a great start. You want to make a great first impression, get integrated into the new company's culture, and learn their way of doing business as efficiently as you can. And, of...
New Years Resolutions And Branding
Publishing Guidelines: Permission to reprint the following article, at no charge, is granted under the following conditions. Content may not be altered, changed, or edited without author's permission. The byline must remain in tact and as...
 
Search Your Soul: The Psychology Of A Search Engine

In Don Delillo's novel, THE UNDERWORLD, the main character is a nun seeking the mysteries of the afterlife. In the end of the story she discovers the bewildering truth; after death we simply become the content of our website.

If this were true, you would be very careful what you put on your website. Popularized by movies like the “matrix” the theme of digital ‘soul’ has become more common. Seldom do these fictional themes create practical application that can explode your business.

If the old adage is true “it’s all sales all the time”, then everybody who owns a business is on a crusade whether he wants to be or not. If you are not on a crusade you will probably not be in business for long. Converting customers and keeping them is the name of the game. Therefore you must resist the temptation to assert your charismatic Brand dogma to drive your Internet campaign. You must instead provide your customer with information, substance, and experience. You must give them Value.

The problem with sales crusading, institutional branding and “tooting your own horn” is that it really doesn’t work that well on the search engines. This is because the search engines are all about the customer, not about your crusade. Institutional Branding, while it has its place, will not draw your ideal prospects at a reasonable cost, and it will not re-initiate the interests of your current customers.

It is all about what the customer is looking for. You must focus on optimizing your website based on providing the


type of information your ideal prospects are actually seeking. If you do this you have effectively pre-qualified your ideal prospects by providing them with valuable and authentic information about issues relevant to them. This helps them buy your product while developing trust at the same time.

A transactional relationship founded on an educational process lasts much longer and has a much higher net revenue over the lifetime of the customer. It has been shown that giving a potential customer valuable information and getting him to enquire about further information is the most effective direct response method ever used. And when done properly, the search engines will reward you for it.

So perhaps, in a crude sort of way, your website really is the ‘soul’ of your business as seen through the eyes of the search engine. It is also the Intrinsic Value of your business as seen through the eyes of your ideal prospect.


About the Author: Before joining http://www.iconinteractive.com Russell had ten years of television advertising, sales and marketing experience. His television experience includes editing and producing several well known infomercials and bringing them to market in the US. He has consulted with fortune 1000 companies including Corporate Express, TV media creative

Source: www.isnare.com

 

Brand - Wikipedia, the free encyclopedia
The brand, and "branding" and brand equity have become increasingly important ... From the perspective of brand owners, branded products or services also ...
en.wikipedia.org
 
Branding - Wikipedia, the free encyclopedia
Livestock branding, the marking of animals to indicate ownership; Human branding, ... Retrieved from "http://en.wikipedia.org/wiki/Branding" ...
en.wikipedia.org
 
AllAboutBranding.com : Home
Provides resources and opinions on branding. Includes brand development, management and communications.
www.allaboutbranding.com
 
brandchannel.com | branding resource produced by Interbrand | brands
An international online exchange and resource about brand marketing and branding.
www.brandchannel.com
 
Branding Company Corporate Branding Internet Brand Identity ...
Brand Identity Guru Inc. creates, develops and promotes powerful brands. Our clients enjoy an array of innovative, creative and powerful branding solutions ...
www.brandidentityguru.com
 
Branding Blog
Branding and positioning news and opinion.
www.brandingblog.com
 
Branding Asia
Free articles, news and columns on branding in Asia. Market research and Asian marketing.
www.brandingasia.com
 
Pages tagged with "branding" on del.icio.us
All items tagged branding ??? view popular ... industrie./design and branding consultant specialists./ · save this. by kittim to design branding graphic ...
del.icio.us
 
The Brand Called You
Big companies understand the importance of brands. Today, in the Age of the Individual, you have to be your own brand. Here's what it takes to be the CEO of ...
www.fastcompany.com
 
Branding: See what people are saying right now on Technorati
See all blog posts tagged with branding on Technorati.
www.technorati.com
 
Mozilla Branding
The purpose of this document is to describe mozilla.org's branding strategy during and after the release of what has generally been called Mozilla 1.4. ...
www.mozilla.org
 
What Brand Are You? A branding viral by The Design Conspiracy
What Brand Are You? has since been picked out as Site Of The Day by the likes of the Financial Times, Yahoo, USA Today and BBC News, and has received more ...
www.whatbrandareyou.com
 
Julie & Company: Affordable branding, web design, graphic design ...
Julie & Company creates stellar branding, integrated marketing, advertising, web design, web development, Flash, trade show booths - all at affordable ...
www.julieandcompany.com
 
Forty Media - Web Design, Web Development, Branding, Great Websites
a professional web design agency based in Phoenix, Arizona.
www.fortymedia.com
 
Branding - Yahoo! Small Business
Find information to help grow your online business with business plans, Thomas Register, news articles and more.
smallbusiness.yahoo.com
 
Lexicon
Lexicon Branding appears on KTVU News; Lexicon Branding creates Ridgeline for Honda, Viiv for Intel, and GameTap for Turner Broadcasting System, Inc. ...
www.lexicon-branding.com
 
Branding and Usability
We're finding that a site's usability can dramatically affect branding. ... There are two basic techniques for branding: direct experience and indirect ...
www.uie.com
 
iMedia Connection: Research & Metrics - Branding
Majority of marketers feel branding opportunities -- online and offline -- aren't ... IAB case studies prove real-world power of online in branding mix. ...
www.imediaconnection.com
 
Small Business Marketing And Branding
Small business marketing and branding advice and how-to guides for small business owners. Learn how to start and grow your own successful business.
smallbusinessbranding.com
 
Beyond Branding
Beyond Branding, published in hardcover in 2003 and paperback in 2005, presents innovative business models for the survival of 21st century organizations.
www.beyond-branding.com
 
 

 
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