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"Branding: essential if you carry on business in Internet."


This week, 23-9-99, we have an article about the "branding" or construction of mark in Internet. This is a topic as interesting as obviated. Often we do not stop to think it but with our publicity we can be hurting even to our mark.


Article: "Branding: essential if you carry on business in Internet."


Branding is a concept of marketing that often we obviate, but that is essential.

We might define "branding" like “construction of mark”. The branding in Internet is very important for a web. You can choose “to construct mark” in your web when you design it at first or to do it later, once you have attracted enough traffic.

If you choose the second option (like most of the owners of web they do), you can suffer a considerable loss if you have not designed your web correctly from the beginning.

Branding is an abstract concept. It can mean several things. Therefore it is easy that the people speak of branding and are speaking about different things.

The concept more commonly associated to branding is "awareness" or fame of mark, presence of mark. Definitely speaking, branding it means market Segmentation, to Point at this segment (Segment targeting) and Position.

An example: when we think about the characteristic "safety" in cars: What is the mark that represents better this characteristic? I am sure that we think many of us about Volvo. This mark is the one that more has worked for communicating to us that: They have been posicionado like a sure car. In our mind it occupies this place. The segments at which they point are not probably young people, or lovers of the risk, they are family parents, etc. East cars manufacturer has always done branding concerning this characteristic. I remember here in Spain recently his patronage of the space dedicated to the meteorological forecast, in Antena3 or Tele5 I do not remember, with his slogan: "Volvo: Sure answer".

Therefore to do branding in your web, you need to understand first the structure of segmentation of your market. Of that time, based on the structure of segmentation and your competitive advantage, you choose your segments to aim, that is to say at the segments to which you want to "attack".

Then, basing on the needs for these segments of market, you determine the functions and images (position) of your web, and use every channel of communication (from the design of your web, design of your banners, up to your signature) to heighten the unicidad (exclusivity) of your mark.

The branding process in Internet starts by understanding the needs of your clients. Only you have 3 ways of being successful in Internet:

1. - You are online greatly before your competition;
2. - You have a competitive advantage much stronger than your competition;
3. - You understand your better than clients your competition.

For many of us, the third option is our only opportunity to be successful in Internet.

When you meditate branding in Internet as an integrated process of segmentation of market, to point at a segment, and position, automatically you will use direct and indirect methods to heighten your mark in your web.

Therefore, to design your web to expire appropriately in the process of covering the needs for your clients' segment is the Branding foundation in Internet. The campaign of image of your web (banners, classified …) it will heighten the branding in your web if, and only if, it fits with the expectations of your visitors.

Many investigations have demonstrated also that if your slogan or advertizing message, it does not fit with your web, it will hurt more that I benefit your branding.

To design a suitable web is alone one of the components of the branding process. To obtain this target, the first thing that you need it is to understand the needs for your clients' segment.

Do not you think that the branding happens mainly without at least visiting a web?

What is the average of clickthrough (percentage of the people who clicks when it sees a banner), 1 %-2 %? I believe that the principal intention of the banners is IMPRESSIONS, you do not visit.

Microsoft and NetScape knows the whole world, but they keep on doing publicity. The advertisers probably must use the banners to do branding, to announce his mark in the Internet community, more than to try to do that they visit them.

I, particularly, never click in the banners. You, probably, neither. Nevertheless they influence me!! I know many webs merely because I saw his banner, but I never clicked in him.

It is suitable to bear in mind all these questions, like essentials of our presence in Internet.

________________________________________________________
Francisco Segura.
Author "Like selling your product or service in Internet"
http://www.internetmarketingtest.com/comovender.php"



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