The Power of Online Branding

The power of active, online buyers is growing by leaps and bounds these days (note my header). The power of the Internet to deliver your company's identity, products, service within seconds is exceptional. The power of brands to command instant sales cannot be overlooked. Although some marketers suggest brand loyalty is declining on the Internet, the power of a brand in its ability to convey a message of confidence, quality and reliability to your target market still exists.

In July 2004, the Interactive Advertising Bureau (IAB) and Nielsen/NetRatings, found that sponsored text advertising promotes branding objectives for companies sharing the top positions in the search environment. Sponsored text ads, like standard image-based ads, had their largest effect on unaided brand awareness.

Some suggestions: First impressions are important, so get to the point, be specific and indicate a benefit. Augment your branding in other media with online. Use your Brand identity in all online media - e-newsletters, email signatures, website press releases, etc. Inspire action within the consumer's lethargic, everything-come-to me behavior.