A brand is defined as a perception. People experience your brand when they visit your blog or website, touch your product, complete an order, view your digital product or simply receive an email. Before the advent of Web 2.0, building your brand was a lot simpler because your web page was static and there little interaction between you and your customers. Building your brand online was more or less transaction based.
Building your brand or branding is what you do to get customers and potential customers to think about and form an opinion about your brand. Branding includes sending out press releases, tweeting and using other social marketing, and the other activities included in my first post on this topic. The development and evolution of Web 2.0 introduced us to sites such as Twitter, Facebook, Yelp and other social marketing websites. These developments resulted in a fundamental shift in branding on two fronts.
Branding is no longer transaction based. Today, branding is about building relationships. Your customer wants to feel comfortable doing business with you. You should use the social marketing websites to build credibility and trust by explaining how to do something like obtaining a badge for Facebook or providing any information that makes their life easier. Your promotional activity should be limited and timely based on your interactions with people who are interested in your subject or topic. Your branding should be consistent so people will know what to expect. The ultimate goal of branding is to create a positive feeling about your brand so your customers will feel loyal to your brand.
On the other front, the development of Web 2.0 has provided your customers with a powerful means of communicating opinions about your brand. The most important aspect of building your brand is and always will be delivering what you promise. It is that simple. Fail to do this and your business will fail.
brandaddition
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