Use Your Website Brand And Online Branding To Rocket Your Small Business
Posted: Friday, January 08, 2010
by Michael Borowiecki
Formulis, Inc.
Most of us like to think we don't "judge a book by it's cover" when meeting someone new for the first time -- but the truth is, we all use non-verbal cues to form snap decisions about people. It's human nature. In the blink of an eye, we consciously and subconsciously assess people's confidence, professionalism, honesty, attitude and success before they even have a chance to utter a single word. And just like with people, these same judgmental cues are subconsciously used by customers visiting your website.
What Is Small Business Branding?
Small business marketing and online branding is very similar to those kids in high school. If you want your customers to see your products and services as luxurious, low cost, highest quality, or any other number of associations, you visually "dress" your business towards that goal. Your work towards that end is referred to as small business branding. With the end result of having created a persona, or brand image, to be used throughout your small business marketing and website brand that creates the customer's perception of your business.
How Can Online Branding Help?
Smart, forward-thinking small business owners have learned that a website brand is a cost effective way to: increase profits, prescreen potential customers, attract higher-caliber customers, and encourage repeat purchases. When you consider that the average person visiting your website will judge the quality, professionalism, honesty and success of your business in just four seconds -- it's clear how important your website brand is to your small business marketing.
A Poor Website Brand Can Sink Your Small Business
Just because money is tight or because your business is new, is not an excuse to look for shortcuts in small business marketing and online branding. A poorly crafted website brand can not only hurt you, but seriously damage your reputation. Just because your neighbor's kid can paste together some free clipart, does not mean they have the appropriate marketing skills and small business branding experience to create a results-driven website. Your professional image and success are at stake!
Don't even think about using an "el-cheapo" website template from a design mill. Website templates don't create a distinct website brand for your small business marketing. Templates look cheap, outdated, uninspired and boring. And you're not fooling anyone! Your customers can spot a website template from a mile away because they've seen them being used by other less-professional companies that don't understand small business branding.
Don't Be An Online Branding Lemming
Stand out from your competitors! It's tough making the conscious decision to do things differently. Some customers won't like your online branding. But the majority will -- and they'll find it refreshing that your business is unique. Force customers to see what you want them to see. Use your brand website as part of your small business marketing to project a high-level of quality, professionalism, honesty and success.
Copyright 2009 Formulis, Inc. All rights reserved.
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Author Biography
Michael Borowiecki is a marketing adviser and the owner of a small business marketing and web design firm, Formulis, Inc. Since 2003 we've been providing clients in Las Vegas and nationally with custom small business web design. Find out more about our Las Vegas Web Site Design Services at our website.
The Three Musketeers of branding! Read Small Business Branding on our Small Business Marketing Blog for an overview on how your logo, website and marketing materials create your brand.
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Top-level comments on this article: (2 total)Michael,You have given excellent advice. As a small business owner, I agree with you: branding is so very important. A poor website does not sell, does not attract, and has a high percentage of bounce rates.Thank you
I really liked your analogy, comparing the need to "dress your business" in order to attract customers and be successful to that of a teenager needing to dress to be accepted by one's peers. It really drives home the point about first impressions and the important role that proper branding can make or break your business success.
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