Brand is a distinctive way to recognize your product and services, but it also has to be etched into your potential customers mind. As more and more customers gravitate towards search as a viable access and search mechanism, it is critical for your company to "own" the keywords that will be an intrinsic part of your brand.
Online Branding services from Netramind
We will help you create a positive association of your online brand within the verticals and markets that you care most about. We will perform careful analysis of your current Internet brand positioning and media buying investments for online branding and then identify keyword associations that your company should "own".
We will then create an appropriate optimization and keyword buying plan for you to ensure the requisite amount of visibility.
We will also analyze the performance of your investments by creating sample surveys to poll the searchers and existing customers to identify the effectiveness of these investments.
Why should you even care about brand in your search efforts?
Brand has been a central concept in traditional advertising for a long time. Traditional brand awareness programs focus on both, the reach (how many people see you or hear about your products and services) and frequency (repetitive nature of TV, radio and print Ads). The effectiveness of branding campaigns is determined by a fine balance between the reach of the campaign and the richness of communication. Search must become a central part of Internet branding campaigns for two reasons:
- Proactive reasons
- Identify what associations you want to create as part of your branding campaign. For example, if you are a software company that provides web analytics software - you then want to make sure that your company's contextual advertisements would appear whenever relevant articles about ROI are being read by the senior management. So, for example, a reader of the online CIO magazine would be very receptive and would notice the contextual ad that talks about free executive white paper on web analytics and ROI.
- Defensive reasons:
- There might be areas where you want to make sure that your competition does not capture mind share. For example, even though the web analytics company mentioned above may not have a specific product or service offering in Sarbanes Oxley compliance, you might want to make sure that your company names shows up whenever any senior financial executive is reading the CFO magazine online.
- Also, whenever the same financial executive types "financial controls ROI" you might want to make sure your site or advertisement appears next to the advertisements by other players like the big 4 consulting firms. This association also helps in unaided recall of your brand.
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