If you ask what the most valuable possessions of such companies as Sony, Coca-Cola or Nike are, the answer will be: not their factories or even their edge cutting technologies. The precious possession for them is their brands, as without such intangible asset as a brand name, all those companies would possess only another product in the oversaturated product market. What is Cola, for instance, without its brand name? It would be only another soda. Up to ninety percent of the Coca Cola Company market value consists of its brand name. Thus, possessing such Global unique trademark is really possessing a key to the world of success. That is where the brand marketing comes in.
Nowadays, the Internet provides a possibility for many companies and businesses to enter the Global market and largely expend their businesses. The brand marketing and constructing a brand platform gives real solutions for such companies. Let us take a look at some of the brand marketing clues for developing business online.
The first one is a need for visibility. In the brand marketing online you either have to be visible or you will get lost in a great number of other online companies and sites, which nobody knows anything about. To be visible, you need to develop and build up your brand identity and personality. You have to design your brand attributes and develop ideas that would stand behind your brand.
The next clue is to make your company respectable and dependable. Your brand name has to mean something to your stakeholders. Actually, it will mean something to them, whether you want it to be or not. It can be either communicated to them or associated with respectability and trust or with a lack of sobriety and untruthfulness. It is crucial for you to claim a right brand promise and to keep it. You have to match your claims by the quality of products and services; otherwise you will create a negative image of your brand. This is one of the worst things that can happen in the brand marketing.
Now, we move on to memorability and typeability. Those things are fundamental for running business online. First of all, people have to be able to remember your brand image and identity. There has to be a meaningful concept and an idea should support your brand and advertising; something that would touch your customers' hearts and minds and will not leave them indifferent. Then, your internet address has to be easy to remember and to type out. Otherwise, people will forget it or make mistakes typing it. It is a challenge hard to deal with, but it would be better for you to deal with it and find a solution rather than your customers will have to be challenged with typing it out or remembering it every time they use it!
Finally, you have to protect what you have labored on. You need to register your brand and make sure to reserve all the rights on it. You may do it on the global or local level, in any case, such protection and registration has to be done.
These are only few clues on the online brand marketing and business running. In the present business environment proper information can become your most valuable possession. Thus, go on learning and you will find your way to success.