1) Advertising – This role is primarily designed to elicit short-term results on a specific campaign or site performance goal.
2) Search Engine Optimization (SEO) – This role is designed for long-term growth by getting search engines to recognize your site and view you as trustworthy and deserving of a high ranking.
3) Branding – This role is also designed for long-term growth, but may have more to do with customer confidence in your product and less to do with driving new traffic to your site.
Let's focus on the third item; "branding". The strategy of branding is to create and develop a confidence in your product and or service in the minds of your customers. It is the branding that creates customer loyalty and that's what has them returning to you.
In fact it is possible to develop a strong brand and customers' will return even if that means paying more with your site. If you develop sound brand strategies a customer will have no problem returning to use your services or buy your product. Customers will pay the extra if for no other reason than they are confident you can and will deliver on your promises. These customers have seen your track record and they are satisfied you will do what you say you will do.
That's the power of a strong brand. But branding is becoming harder to do, but it’s not impossible.
Web site owners who have taken the time to really understand the core of their business begin to gain a clearer picture of how they can take the uniqueness of the business and leverage that special something into a means of branding their company.
This is important because there are businesses that stop at advertising. Other businesses will add an impressive array of SEO strategies that will eventually get them noticed. While both of these are important strategies the miss the mark in defining the difference between businesses that sells a product and THE source for a product or service.
The end goal is to have customers view you as the only reputable seller of whatever product you specialize in.
There are far too many businesses that are content to simply sell a product without ever really making a name for themselves.
Don't be like them. Stand for something. Define what that is and allow it to propel you and your brand. Now go on and take the steps to make a name for yourself?
Tuxedo Branding Blog Administrator