Learn how to create a brand online! Learn the best tips to establish your own brand through the web.
The marks are from the old ages, when producers they burned their products with their brand, as Pompeii’s wine jars that had a brand called Vesuvinum. Such brands have been called protobrands. It will be up to the nineteenth century when starts massive brands creation, so was born the concept of the trademark. Two centuries have passed since then and now the creation and brand concept has become online.
In 2012 there were 2.4 billion Internet users worldwide, 300 million more than in 2011, and had 1000 million Facebook users. No doubt, Internet is changing the way we live and think. This new lifestyle also includes a new way of selling and buying and is increasingly the shopping over the internet. In Spain, for example, last year increased by 17% the sales made through this channel. Because of this companies must forge strategies to create a brand online. Brands are an excellent tactic for customer loyalty and a good online brand needs to have certain characteristics.
The best brand strategy is developed as a creative partnership between client, designer and strategist.
What should be taken into account when building a brand online?
- The essence of the brand remains the same: the brand is what consumers think about it.
- Using strategies must change: strategies must be adapted to the new media.
- The era of transparency: the honesty and transparency of the company will improve the reputation of your brand.
- Social media and the web are the way of advertising now: you should create a good content strategy for it.
- Communication via the web allows us to be closer to our customers: it should properly handle this communication, providing continuous monitoring to their requests, complaints and suggestions.
Internet represents a great challenge for brands; some of them are comparison shopping, prices and services. How to confront these challenges?
- The balance of power. That the consumers are more powerful is not the signal of the end of the brands, who obtains to provide the quality, reliability and consistency to the customers, will achieve the trust of their customers.
- Comparison of purchases and prices. Price is not the only factor; sales confidence and convenience are some more of them. The comparison should turn into strength through good brand identity and offering products that delight our consumers.