Online Branding

• Its like trying to nail Jello to a tree...
  • Online branding is the mind perception of your product or service from your online audience
  • Rob Frankel - Branding is not about getting your prospect to choose you over your competition; it's about getting your prospect to see you as the only solution
    What is online branding? In the past it seems that trying to find an answer was about as easy as trying to nail jello to a tree. In other words, impossible! Think about that for a moment.
    
    So what is online branding? A traditional definition of branding is "A brand is a collection of perceptions in the mind of the consumer". 
    
    One of the most interesting and overall best definitions of branding is from Rob Frankel, who is referred to as "the best branding expert on the planet" by many people. Rob stated that:  "Branding is not about getting your prospect to choose you over your competition; it's about getting your prospect to see you as the only solution."
    
    
    
    
• Google is the #1 Internet brand, huh?...
  • Google shocks and awe's
  • An amazing accomplishment, but how?
  • They are #1 because of the Experience they provide
  • Branding is all about providing an experience above the rest from every aspect of your organization
    When I first saw this survey's results claiming Google as the #1 Internet brand, I was shocked, and then in awe. I guess you could say it was Shock & Awe...Sorry about that...too much CNN lately. Back to Google. This accomplishment is truly an amazing feat. Think about it...they spent no money on advertising their "brand"...and they have a web site completely devoid of any fancy graphics or extreme html layouts.
    
    Yet, despite all those things being present, they have one big thing that made them the #1 brand: THEIR EXPERIENCE. More people "experienced" excellent results with them. More people "experienced" a positive feeling after using their product/service. Can you see a trend here?
    
    Essentially, you can without a doubt now prove that branding is all about the experience. Not the graphics, or the content, specifically, but the overall experience that your service or product provides, from the top to the bottom of your organization.
    
    
    
    
• Experience branding, the killer app...
  • Kristine Kirby Webster of The Canterbury Group, said, "The value and profitability of a brand lies in its ability to offer not just a good product, but a good service!"
  • Google did both
  • Good brands need to focus on the customer's needs and wants
  • All levels of a company should be tuned into the customer's needs and perceptions
  • Excellent brands are built from the overall experience
  • Brand equity becomes lifetime loyalty
    Kristine Kirby Webster of The Canterbury Group, said, "The value and profitability of a brand lies in its ability to offer not just a good product, but a good service!" She continued... 
    
    "Brands should have as their main focus the customer, and their needs and wants. People will pay more for the experience and peace of mind a brand can offer. All levels of a company should be tuned into a customer’s needs and perceptions."
    
    In other words, an excellent online brand is built from the experience, and most importantly, every individual or company process makes up that customer experience. When that brand equity matures, it becomes life loyalty.