In
traditional marketing, "branding" campaigns are designed to embed a
company or product name into the consumer's psyche. A brand is thus the
proprietary visual, emotional, rational, and cultural image that we
associate with a company, product or service.
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Excellent
brands will standout, will impact the consumer and convey quality and
value-for-money perceptions. A good brand will provide a good first
impression and evoke positive associations with the brand.
The
brand identity usually consists of brand names, logos, positioning,
brand associations, and brand personality. A brand identity is the sole
public image of a product, line, or service. It is the visual connector
between firm and customer. A good brand identity stands out from its
competitors, as it demands attention and more effectively markets to
its audience. A good brand identity communicates directly and
indirectly. It consciously and subconsciously draws a consumer to a
product, service and the company.
Branding
is tremendously important to the Web host reseller because image is the
most important factor to an online-based business. Since the service
that the reseller is selling is intangible, in comparison to other
products and services that take up physical space, it is necessary to
convey a sense of professionalism and competence in order to facilitate
sales and profitability.
The
most successful Web host resellers achieve this sense of
professionalism and competence through their brand identity. Because
the nature of Web host reselling rarely permits face to face
interaction with customers, it is important the consumer base their
relationship with your company on solid visual stimulus. The brand
identity constitutes such visual stimulus especially if the reseller is
engaged in mass marketing of their products and services. For this
reason visual identity is the core component of the brand.
A
good brand should always have an effective logo that is unique;
instantly communicates the nature of the business; appeals to the
target audience; and works in the context of all communication vehicles
which you design and use. The most important factor is that the visual
identity should be consistent, repetitive and retain a sense of
longevity.
Another
important component of the brand identity is a positioning statement,
or tagline. The positioning statement is usually used in conjunction
with the logo and business name in all promotional materials, from
business cards to Web sites. This, once again, ensures consistency and
continuity of both visual and verbal image the company presents to its
customers.
The
positioning statement should clearly state or reinforce what the
reseller does. Other characteristics of the positioning statement are
that it should be honest, brief, memorable and as unique as your
company logo.
The
notion behind branding is to immediately convey what your reseller
organization does to consumers when they examine any element of your
promotional materials and marketing collateral. Because immediacy and
interactivity defines the Web, the Internet serves as an excellent way
to extend to your brand to new audiences and markets. By marketing a
product on the Web, it is possible to closely target appropriate groups
and even individuals, and in a sense develop the brand specifically for
them. This should be objective of any competent reseller.
