Some of the best ideas for web branding defy logic. For instance, if you were to develop an ecommerce site you might well seek to establish your business name as the primary branding feature. But what if your business name is less important than you think?
Developing a catchy slogan seems to be an important step in branding? But what if your site visitor is mostly interested in what you do or what you have to offer?
In some ways the best ideas for web branding turn the tables of conventional thinking and leave the entrepreneur standing on his ‘proverbial’ head. Because no slogan in the world can match the power of a story.
Your Personal Brand Story
It’s time to uncover your personal brand story.
Would it surprise you to learn that the most common elements prospective customers look for is the immediacy of information that allows them to connect with you? Frankly, many of these prospects are interested in your company name only after they determine if you can help them. The rest simply doesn’t matter.
By placing the ‘what we do or sell’ before the ‘who are we anyway’ online business may discover visitors will connect with us on a more personal level and that may ultimately result in a satisfied customer who is emotionally connected to you and your brand.
For example: I am looking for a company that sells pens in bulk. I love pens, especially if they have my logo on them. The search engine I use tells me there are millions of sites that have something to do with custom pens. Now, if an online business that is selling these pens has performed proper Search Engine Optimization (SEO) techniques I can be fairly confident some of the best pens stores are going to show up on top of those search results.
However, if all I find on the opening page is a fancy logo, slogan and a paragraph or two about how the company came into being I may well be tempted to hit the ‘back’ button and continue my search somewhere else. I don’t care about any of that because it’s not what I’m looking for.
A Personal Connection
Now I’ll admit that when ordering pens in bulk having a personal connection with who makes the pens is not as important as when looking for a business coach, your next good book, an online course, or even your next favourite resort to vacation at. Regardless, it’s important to understand what to expect from your online audience (and what they expect from you), so you can see exactly where you and your company fit in as a creative entrepreneur.
Most online visitors don’t want to spend a lot of time learning to navigate a new site, especially if it turns out to be a site that does not ultimately meet their needs. Do you know the fundamental ways to structurally improve your online presence?
By all means, develop an attractive logo that represents your business well, but let the branding take place in the immediacy of information. If you are able to answer your prospect’s most basic questions quickly this will likely impact them in a greater way than attractive flashy design that supplies little relevant substance. This is why some of the worst looking sites still do well: nobody cares about the design as much as they do about the content of the story that you share. People like connecting with people.
Three critical questions
Before we wrap up today, answer these 3 critical questions about your online presence and your personal brand:
- What are the creative goals and objectives of your company?
- Do you have a clear understanding of what motivates you?
- As a creative entrepreneur, are you doing everything you can to be successful?
Take the next step now.
Get access to today’s complimentary preview lesson of my growth hacking program to instantly to uncover your personal brand story and find your unique angle.Complimentary Preview