A large corporation has a better chance of building a brand name because of its resources. It may be known by its logo, slogan and trademarked products rather than by the founder/owner.
So what’s an owner to do?
The logical place to begin is the website. Ask yourself: What does a visitor see on your site that helps to define your “brand?”
Here are a few suggestions to set your business apart:
• Images. Stock photos no longer a viable component of web design—especially if you’re trying to create a brand name. These days, the latest templates feature large picture sliders and parallax background photos. But what good are they if the photos don’t reflect your business? What can a visitor learn about you if you use the all-too-common “handshake” stock photo?
There are more effective ways to establish familiarity with your online audience.
- Show your work environment. If you have a shop or restaurant, here’s your chance to build a real attraction.
- Showcase your team. Not just a group shot, but pictures of people at working together, helping customers, etc.
- Include your clients. Interaction with actual clients is a powerful testimonial. Visitors know the difference between a stock meeting photo and the real thing.
• Video. It’s been coming for a long time, and now it’s time to get serious. A brief introductory video clip—2-3 minutes—as a replacement for the slideshow on the Home page is the place to begin. Create a storyboard to step through your message, then use your business environment as the background. If you can’t afford a professional videographer, it’s still possible to shoot a clip with decent production values that won’t distract the viewer from your message. Many smart phones can record quality video files. If you have trouble steadying the phone, buy a tripod and practice your delivery a couple of times.
• Blog posts. Your business identity should have a distinctiveness that is magnetic. An important ingredient for getting recognition is your ability to tap into your audience’s needs. Your blog posts should reflect that you understand of those needs. If your topics regularly “strike a chord” with their concerns, then your audience size will increase—not only on your website, but on social media networks.
Injecting individuality into your website helps to build a brand capable of competing with larger businesses with analogous services. People want to do business with people—not businesses. That’s where your ultimate advantage lies.
Want to talk about how to build your brand? Call 414.771.8906 or email firstname.lastname@example.org. I can help you create a memorable brand that won’t disappoint.