Seven Steps to Building a Great Online Brand

A quick survey of Websites considered “GREAT” will reveal that the majority of them were started by small companies or entrepreneurs using limited financing, a lot of sweat and a great idea. YouTube.com, Linkedin.com, Craigslist.com, Flickr.com, Naukri.com and even the big boys Yahoo and Google were once ideas in the heads of individuals or small companies. But, how did these brands become so big and in such a short time.

Well, apart from luck, timing and the presence of angels, all online branding exercises share certain characteristics that differentiate them and make them “great.” In the 14 years I have been designing and studying online and multimedia brands I have come to understand that there are seven steps any entrepreneur can take to ensure success.

Step 1: Have a great Idea – All great brands were once just Ideas on the back of a napkin. Thinking analytically about your idea is critical – What makes it different? What need does it satisfy? How does it do something differently? What future market does it create or satisfy?

Step 2: Write a great Vision or Mission Statement - and make them an integral part of your core principles and business culture. What is your goal or purpose? Why are you building this idea? What are your standards and your values?

Step 3: Position your Brand – Study your market. Do a major Discovery – What do your customers buy and how? What are your competitors doing and what are their strengths and weaknesses? How will you reach your market and differentiate your brand from your competitors?

Step 4: Design a winning Brand Identity – Develop a strong visual identity – logos, symbols and fonts. Ensure you have a strong verbal identity - your name, your url, your catch phrase and the voice of your brand. Design your brand platforms. Ensure you design every aspect of your product – UI, marketing materials and communications – to match your visual and verbal identities.

Step 5: Protect your Brand – Register your trademark in the key market you are entering. Hire a good lawyer to help you plan the process. Hire a good PR company or publicist to help you plan your brand’s communications.

Step 6: Establish your brand – this is the really hard work – building your brand will take strategic thinking and careful use of your resources – use SEO, SEM,PR, Buzz, Online Advertising, Blogs, influential Advisers and strategic email campaigns.

Step 7: Keep your brand on Top – so now you have built a successful brand – how do you keep it alive and well and on Top? Develop a brand and marketing driven culture in your company – everyone should bean ambassador for your brand. Do a Discovery every 6 months. Keep abreast of market trends and your competitors. Change the look of your brand platforms from time to time. Add your brand to your company’s balance sheets and try and measure its value.

I can’t promise that you will build the next “GREAT” online brand, but I can promise that if you follow these simple steps, your chances of success will be much greater.