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Brand Series, Part Three: The Internet and Your Brand

Did you know that the average time spent viewing a webpage is only 45 seconds?¹ That means you have mere seconds to inform, educate, persuade, and make a lasting impression.

With over 1500 webpages viewed per person, per month, people are seeing more and remembering less.¹ Whether the first impression you make is through your website or elsewhere on the internet, you only have one chance to make a positive brand impression. Last month we outlined how to grow a recognizable brand; this month read tips on how to leverage your brand on the internet, both inside and outside of your own website.

• Do it right. How does your website reflect your brand? Are your logo, corporate colors, and key message used appropriately? A website is the virtual representation of your brand. Your website, and for that matter all other marketing materials, should follow all guidelines outlined in your style guide. Because your website is one of the few tools online that is positioned, edited and controlled by you, do it right.

• Keep track of your brand. What are people saying about your company? An easy way to monitor your brand online is to set up a Google Alerts account. Google Alerts is an online tool that sends you periodic emails of new search results by keyword (or in your case the name of your company). This will let you know almost immediately if your company is mentioned in the public domain.
• Don’t take the backseat. Who and how are people using your brand? Make sure web writers use your name, logo, and company information correctly. If you see something incorrect, take immediate action. Call or email the editor of the page. Remember, you are your only brand ambassador. Although you are unable to make direct edits, you can play an active role in how your brand is used. Don’t forget social networks; if not monitored they too can negatively alter your brand image.
• Avoid self-editing. Do not be tempted to reposition your brand message on online forums or editable webpages, such as Wikipedia. Tools that make it easy to track who edits online content have received publicity recently, generating increased controversy over self-editing. Avoid the controversy and post a comment with full disclosure or send an email to the editor instead of making the changes yourself.
• Internet branding through SEO. A search engine is often the first tool people use to find information. Take advantage of this tool to increase volume and quality of traffic to your website. Through strategic keywords, phrases, and page titles, use search engine optimization to attract visitors and make a brand impression.

Maximize your online brand presence with AllOut Marketing. For more information about AllOut Marketing’s web development services contact AllOut Marketing.

¹ According to Nielsen//NetRatings

— Posted 11/06/2007

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