Kenneth Wisnefski Guest Post: Brand Identity through Online Initiatives
Much can be said to the point of branding and creating an identity for an organization. In the online arena, this takes on a whole new form. From basic fundamentals of a domain name and brand management, the identity that business owners create for themselves are meant to be impactful, lasting and speak to the organization. Each year, there is a tremendous amount of research conducted to determine the best ways to manage a business’s reputation. Stimulating demand for a product and service, creating an emotional attachment for consumers and innovation are common principles that allow business owners to create an effective branding strategy in the market place. These principles remain the same and at the forefront of successful online branding.
The advent of the internet allows business owners and influential individuals to start at the very beginning with registering a strategic domain name. Since this speaks to the brand itself, the more important side to consider is that this becomes the label. The term “label” can provide tremendous opportunities however can also easily misfire as well. Labeling the organization takes careful consideration and strategic planning. Still, after these basics are completed, business owners need to start focusing on their brand management practices.
Brand management plays a major role in helping consumers decide what to do. That is, more than 88 percent of consumers research a brand online before they engage. Engagements range from creating a conversion (email, phone call, visiting the website) and even purchasing the product or service. Globalization is increasing and businesses no longer just compete with local businesses but with businesses in other countries. Innovation and technology has allowed firms to compete on a global level and reach consumers outside of their primary markets in order to create additional revenue and sales opportunities.
The fact is, however, that many business owners are unaware of the importance of online brand management. Most of these individuals are set in their ways and are used to the way businesses once competed. Simply put, these individuals have not fully embraced change. Global commerce is growing and today’s consumer is more intelligent that yesterday’s. Consumer buying behavior has equally shifted. Simply put, the consumer of the modern era generates interest in a product or service, then goes online to research and formulate their own opinion before making the choice to purchase that good. Traditionally, consumers would rely on the knowledge of the in-store sales person or even on word of mouth advertising from their close network to gain perspective of a product or service. Today however, there is an online community of more than 7 billion people that actively use the internet each day (statistics gathered from Internet World Stats).
The fact of the manner is that business owners must pay attention to their brand identity and their online reputation. If not, somewhere there is a potential customer that is paying attention for them.
Brand Management is a property of internet marketing firm WebiMax, founded in 2008 by serial web Entrepreneur Kenneth Wisnefski. Brand Management provides products and services, research and other information for organizations. WebiMax’s core products and services include Search Engine Optimization, Search Engine Marketing, Paid Search and PPC, Website Design and Development, Reputation Management, and more. The company employs over 100 personnel in 12 offices including 8 U.S. based, and 4 International.