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Dennis Thorgesen
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Building a brand; creating brand identity

Published on 6/28/2013
For additional information  Click Here

Creating brand identity

When building a brand consistency matters. A one person business needs to replicate their Identity just like large corporations do. Medium and large size corporations pay experts to make sure their identity is what they want the world to see. 

When building a brand consistency matters. A one person business needs to replicate their Identity just like large corporations do. Medium and large size corporations pay experts to make sure their identity is what they want the world to see.

Name and face branding

Most internet business owners start with their name and face. What you want is the same picture and exact same name for every media. You want people to know they are in the right place. It takes people a while to realize they personally by name are on a page one of a search engine.

Why does this matter?

Jim is starting a business. He knows he needs a presence on social media so starts joining social sites. His hard drive contains several pictures so he uses a different picture for every social site he joins. Some sites he joins with the name Jim others he joins with Jimmy. The only thing consistent is his last name. In his excitement to get started he doesn’t stop to think. There has not been enough time spent on research.

Now he is ready to do business

He starts meeting new people on twitter. Some are asking for links to his other social media. He gives the link and those he meets follow it. None are ending up on his other social site. When his new contacts reach it they are totally confused. They were talking to Jim who in their mind looks a certain way so who is Jimmy? When this happens they decide they are in the wrong place and do not add Jimmy as a friend. Most also start ignoring Jim on twitter or remove him from their contacts list.

What was Jim’s mistake?

He didn’t understand he needed consistency. As you are putting your business plan together this is something which must be considered. Consistency has to be maintained for every business you have and on every social media. Your overall business design needs include how you plan to do it.  

URL consistency

Most people figure this out right away. Others spend their whole online career with only one link. No matter which way you go as much as possible choose a URL which depicts what you do. Corporations often use the corporate name which works even for small corporations as long as you spend time making sure everyone understands this is your brand. You wouldn’t search “buy from home” to find Wal Marts website.

Color and fonts

Even the smallest internet marketing company can benefit from using the same colors and fonts in their marketing. You will find every large corporation does this consistently on the social media they use. They say the internet levels the playing field. Any small company can be consistent which will at least give them a chance.

How do you compete with big name brands?

On the internet reaching your target audience is competing with big name brands. There are thousands of small businesses which actually have advertising links from their websites to large corporate websites. In each case those who are successful are because they have been successful at creating their personal brand identity.  

©June 28, 2013 11:00 AM CDT Dennis Thorgesen, Lisech Global business and brand consulting services. All rights reserved.

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