brandingcave.com

According to the Center for Media Research, the more times a consumer clicks on a marketer’s ad, the more likely that consumer is to convert. The highest conversion rates, 9.3 percent, came when the users first and last clicks on a paid search listing were both brand items. The results were similar in a Hitwise study that confirmed that branded items did better than non-branded ones in search engines.

What does this mean for your business? It drives home the fact that a solid brand identity is just important online as it is offline. Actually, it could be argued that it is even more important online because, for many businesses, the web provides a valuable first impression. What does your website say about your business? Is it of a higher quality than your physical location or lower? Does it set the tone you want to set for your business?

Fans of the classic film “Caddy Shack” will recall the scene where, in his efforts to teach the sport of golf, a zen-like Chevy Chase chants “na-na-na-na-na-na be the ball, na-na-na-na-na-na, be the ball.” Chase’s status in the film as an eccentric millionaire isn’t far off the mark for this comment. To truly master anything, be it a sport, a subject or a career, we must first view it internally to understand it from the inside out. To master your business, you must learn to ‘be the brand.’ Now, what does that mean?

What is Your Brand?

Does everyone need a brand? In a manner of speaking, yes. A brand relating to a single individual can be understood as a self-concept, that professional persona that they radiate each and ever day. To be really good, you have to be clear, consistent and concise – the same as in big business.

Be Clear

It doesn’t matter how good an individual or company is at performing a service, if they do not have a clear message – no one will know. If an individual is perfect for a job, yet comes to the interview with crazy hair or wrinkled clothes, they most likely will not send the clear message they need to send to get the job. The same is true for a business – if they have a beautiful office and well-groomed staff, yet have a poorly designed and written website and marketing materials, they will lose business to the competition.

Be Consistent

Once a clear message is created, it must be made consistent throughout the organization. In some of the greatest companies, everyone knows the message – from the receptionist to the CEO. All the marketing materials match with the physical location and the web presence for the company.

Be Concise

Many companies out there who are passionate about their product or service believe that they are the only one who provides that product or service – that competition couldn’t possibly exist. Impossible. In another scenario, they are so excited about the product or service that they feel the need to tout each and every individual feature, feeling that a deluge of well-written content will sway the online reader. While there is a place for touting benefits, the overall message from the design and content must be concise. Top corporations sum up their brand in about three words – three well-chosen concepts that pervade every aspect of their multi-million dollar marketing schemes. They realize that attention spans are short and that the power of a well-honed brand is as good as gold.

So, remember those 3 C’s (clear, consistent, concise) when formulating your business or personal brand and you are sure to achieve success.

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