Developing Online Brand Recognition
If someone asks you whether you want a Coke or Pepsi, you immediately know you're being asked about a carbonated cola beverage — with distinct yet subtle differences between the two. Both these
How do you accomplish this same brand recognition in cyberspace? You need to build a site that flaunts your organization's uniqueness, advertising that draws customers, and highways on the Internet to get people there.
Defining your brand distinction
Every organization has a value proposition that defines why people should do business with that organization. You may never have clearly defined yours, but it exists nonetheless. You may have the lowest prices or the widest selection. You may have unique products not available anywhere else. You may offer services, individually or in interesting packages, that help people in a special way. Perhaps you offer the best customer support and service in the industry.
You have to capture this value proposition in Web graphics and your Web site. Traditional advertising concepts must evolve to use the revolutionary changes offered by the World Wide Web. You need to maintain the image of your existing business and find ways to extend that brand distinction to the Internet.
In e-commerce, even more so than in traditional commerce, you can't just open a store and cry out, "Come buy it from me; I have it, too!" Most bricks-and-mortar companies use geographical convenience as a major competitive advantage — an advantage completely lost for Internet competitors. You have to give customers a reason to do business with you instead of your competition. You have to find out what makes your business better and then play those advantages to their fullest in the Internet marketplace. You have to communicate those advantages to online shoppers, as well as earn their trust and respect.
Building e-presence
 | Sites that people recognize and talk about on the Web have what's called e-presence. E-presence is about more than just looking good (although that's a big part of it). These businesses are almost household (or office-hold) words. You build this kind of presence, or brand recognition, in the Internet world by using the same principles (if different media) as in the traditional business world: marketing and advertising. In addition, make sure to read these articles:
Related ResourcesHow to Effectively Create a Direct Mail Campaign
Hattie Bryant of Small Business School interviews John Wargo of Wargo & Company, a marketing consulting company based in Washington D.C.
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