Comments on: Don’t Forget About Branding http://www.linkbuildingblog.com/2007/04/05/dont-forget-about-branding/ on Link Marketing & News at Text Link Ads Wed, 12 May 2010 09:36:35 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: SEOsnafu http://www.linkbuildingblog.com/2007/04/05/dont-forget-about-branding/comment-page-1/#comment-2545 SEOsnafu Mon, 16 Apr 2007 14:59:04 +0000 http://blog.mediawhiz.com/text-link-ads/?p=245#comment-2545 I think these are more examples of effective marketing, buzz building and PR tactics, which all lend to brand building but are not such on their own. Branding is about building a relationship with a customer. These things don't happen overnight, like any relationship with substance. One of the best ways I've heard it described is branding creates a shortcut in the mind of the consumer. This means that through continous marketing, advertising, pr, there has been brand equity built as what is called top of mind awareness. This creates an effect that the brand almost becomes synonomous with the product (or service) it offers. obvious example; ketchup > heinz They practially own the market. But there is one level that's even higher, and that's when a brand defines the category. Like Band Aid, which is now another name for adhesive bandage. But to effectively brand means to constantly and consistantly put a company's message out within the market so that it can build retention with a consumer's recall of such product/service. SEO can contribute significantly, but note the first 2 mentioned were visual. Great brand success stories? Harley Davidson; more than a brand, it's a lifestyle. How many consumers will tattoo a logo? Google, moreso from an internal perspective. It's suppposedly such a great place to work that they've got internal brand loyalty like never heard of before. Starbucks; more than a visual element. If they could copyright smell these guys would be all over it. When you walk in there is an atmosphere that is known and to be expected. If SEO is to contribute to branding, being where the consumer is (prospect, current, or advocate) will play a big part, but SEO should perhaps be more in tune with marketing plans and what the brand represents, and not just optimizing for phrases. my .02. I think these are more examples of effective marketing, buzz building and PR tactics, which all lend to brand building but are not such on their own.

Branding is about building a relationship with a customer. These things don’t happen overnight, like any relationship with substance.

One of the best ways I’ve heard it described is branding creates a shortcut in the mind of the consumer.

This means that through continous marketing, advertising, pr, there has been brand equity built as what is called top of mind awareness. This creates an effect that the brand almost becomes synonomous with the product (or service) it offers.

obvious example;
ketchup > heinz

They practially own the market. But there is one level that’s even higher, and that’s when a brand defines the category. Like Band Aid, which is now another name for adhesive bandage.

But to effectively brand means to constantly and consistantly put a company’s message out within the market so that it can build retention with a consumer’s recall of such product/service.

SEO can contribute significantly, but note the first 2 mentioned were visual.

Great brand success stories?

Harley Davidson; more than a brand, it’s a lifestyle. How many consumers will tattoo a logo?

Google, moreso from an internal perspective. It’s suppposedly such a great place to work that they’ve got internal brand loyalty like never heard of before.

Starbucks; more than a visual element. If they could copyright smell these guys would be all over it. When you walk in there is an atmosphere that is known and to be expected.

If SEO is to contribute to branding, being where the consumer is (prospect, current, or advocate) will play a big part, but SEO should perhaps be more in tune with marketing plans and what the brand represents, and not just optimizing for phrases. my .02.

]]> By: Liza http://www.linkbuildingblog.com/2007/04/05/dont-forget-about-branding/comment-page-1/#comment-2544 Liza Fri, 13 Apr 2007 15:57:42 +0000 http://blog.mediawhiz.com/text-link-ads/?p=245#comment-2544 I totally agree, branding is very essential if one decides to start an online empire and want his business name to be recognized from distance. Great article. I totally agree, branding is very essential if one decides to start an online empire and want his business name to be recognized from distance.
Great article.

]]> By: Terinea Tech Tips http://www.linkbuildingblog.com/2007/04/05/dont-forget-about-branding/comment-page-1/#comment-2543 Terinea Tech Tips Thu, 12 Apr 2007 16:45:24 +0000 http://blog.mediawhiz.com/text-link-ads/?p=245#comment-2543 I quite fancy a mascot for my business but not sure where to begin, perhaps a penguin because we do a lot of open source stuff etc. I quite fancy a mascot for my business but not sure where to begin, perhaps a penguin because we do a lot of open source stuff etc.

]]> By: Jessica Doyle http://www.linkbuildingblog.com/2007/04/05/dont-forget-about-branding/comment-page-1/#comment-2542 Jessica Doyle Sun, 08 Apr 2007 08:51:51 +0000 http://blog.mediawhiz.com/text-link-ads/?p=245#comment-2542 I am using my name and nickname for branding. Jessica Doyle AKA - EastVanEsica I am using my name and nickname for branding.

Jessica Doyle
AKA – EastVanEsica

]]> By: Brian http://www.linkbuildingblog.com/2007/04/05/dont-forget-about-branding/comment-page-1/#comment-2541 Brian Fri, 06 Apr 2007 20:49:12 +0000 http://blog.mediawhiz.com/text-link-ads/?p=245#comment-2541 Nice post - thanks for the mention. IMO an effective "branding" campaign is the most powerful marketing tool available to for long term business success. New products come and go, but an effective brand can withstand the test of time and endure the cyclical nature of business. Nice post – thanks for the mention. IMO an effective “branding” campaign is the most powerful marketing tool available to for long term business success. New products come and go, but an effective brand can withstand the test of time and endure the cyclical nature of business.

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