Building a brand is not one of the easiest jobs and building an online brand especially with the fact that there is no dearth of competition makes it even tougher. The best tool for online brand building is your business website. Your website will not only help creating high online visibility but also help in promoting your business by reaching out to your targeted audience. So where does one really begin?
There are several companies who use some sort of “gimmick appeal” for attracting visitors to their website. Gimmick appeal is related to add-ons like contests, games, and screen savers, which in reality doesn’t have any connection with your business or with what a company does or say. These and many other types of gimmicks like offering discount coupons can actually help initiate a spike in online traffic but it doesn’t mean that you have been successful in creating customer loyalty.
The truth is that most people who will visit your website are not really interested in knowing more about the company or your high ranking in the market. They are looking for the services you provide, which will benefit them in some way or the other. So while making a website if you are able to identify as well as clearly present all business information that a visitor to your website might be looking for then you will be able to provide your visitors with a truly rewarding experience. This also means that they will stay on your website longer and might even come back. Later on, some of the visitors might even like to experience your unique business style or the vibrant personality of your business/company. You need to ask yourself the question: Does your business website reflect your point of view, aim, manner, and tone? Is there something unique about your website?
This is where you need to provide brand interactive value. You many have often heard of “sponsored content”, which basically offers value that might not be directly related to your service, product or even the business. Most web marketers today use sponsored content for increasing the levels of awareness regarding their brands online. For example: What Miller Brewing Company really did was that they were able to convert their long-term Super Bowl sponsorship into a specific type of sponsored-content win. They were able to do this by creating what we call as a “linked site” called Superbowl.com and this was in conjunction with ESPN Internet.