Creating a brand identity is a way to build customer loyalty and to ensure that when customers are looking for the answer to their problems, they think of you first.
Think of someone like Cesar Milano, and you automatically think “The Dog Whisperer”. When you think of home decorating, what name pops into your head? Chances are pretty good that it’s Martha Stewart or Laura Ashley.
Think of cooking, and you’ve got a lot of different options…Emeril Lagasse…Rachael Ray…and yet even there, people have found ways to distinguish themselves. Extreme foodie adventures- Gordon Ramsey, Southern cooking – Paula Deen! If you’re from the UK you might think of Jamie Oliver when you think about School Dinners, or John Christophe Novelli / Marco Pierre White with Hell’s Kitchen.
Business? Would that be Branson and Sugar?
Barbara Woodhouse although long since passed away is often recalled when you think of dog training in the UK. If you think about money saving you think about Martin Lewis and his near £90 million payday. When you arrive at his website the first thing you see is a picture of him. That tells you immediately you’ve come to the right place. Branding!
This branding allows them to build and build on their success.
Once you are known for producing an excellent product, people will come back to see what else you’ve got available, and when you create a list of satisfied customers and notify them that you’ve got something new, if you have established a brand for yourself, they are much more likely to want to purchase it.
You can, of course, choose to design a single product or a series of unrelated products, but you’re missing a great opportunity to build up buzz and repeatedly sell to the same customers when you do that.
To create a brand identity it helps to have a consistent visual theme for your web endeavors – a similar design and color scheme for your website, your ebooks, your short reports, etc.
If you don’t have any design skills, no problem. You can go somewhere like elance.com, guru.com, vWorker.com, or any other freelance website, and find a graphics designer to create a logo and website header for you that will represent your business.
You don’t have to get any fancier than that. People aren’t looking for fancy website design when they land at your website. They want to know that they’ve arrived at the right place – and will be instantly reassured when they see your familiar looking banner.
Then, they want the information that they came here to find – how to save money with coupons while shopping at grocery stores, how to litter train their cat, how to flatten their abs, etc.
And your customer, they want the site to be easy to navigate – they don’t want to have to hunt around to find what they are looking for.
So all you need to help establish your brand identity is a custom designed banner and logo that visually tells the customer at a glance what you and your products are all about. You can adapt that logo and banner and use some version of it for all of your products.
Let’s take the humble coupon example, for instance.
You’ve decide that you want to be the coupon queen (or king). An obvious thing to do would be to get a crown logo designed; perhaps a crown sitting on top of a pile of coupons. From then one when anyone sees that logo and the phrase “The Coupon Queen” they know it’s one of your products. They recognise the logo on Twitter and Facebook easily.You would want to include your brand name in your product title if possible. “The Coupon Queen’s tips for getting groceries FOR FREE!” or “The Coupon Queen’s 50 delicious low cost recipes!”
Or, to use a more masculine example, say you are an expert fisherman and hunter and you want to create a series of information products that will teach people to fish and hunt. You could create a brand identity like “The Old Boy’s network guide to Bass Fishing.” This could spin off a whole series of ebooks, instructional videos, product endorsements and so on.
The possibilities are only limited by your imagination.
Some of it sounds clichéd, and perhaps even tacky. But branding your products works beyond your wildest dreams!
How are you branding your product/business? Please do leave a comment and share.
*Image credited to http://www.robcottingham.ca
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