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8 C's of Internet Branding
January 12, 2007

Small to medium size companies have two things going for them that large companies generally do not: speed and resiliency. You are able to implement projects quickly, and are quick to respond to change, or any given situation, rapidly.  Plus, you can turn on a dime. When something isn't working, you can see examine why and move the Titanic 360 degrees in a matter of days, not many months.

This serves you well when it comes to the Internet.  With your web site, you can look at the metrics to see what's working and what isn't, switch products or content around to make it flow or get a better response, and change your advertising if necessary.  Not to say large companies cannot do this, but...you have the upper hand when it comes to speed.

As a brick-and-mortar store, or exclusively an online retailer, there are 8 C's of branding that will engage your customers and help your business offline and online. The reason I mentioned speed and resiliency above is, when you're examining your brand, if you aren't employing these eight tactics, you can do so quickly to gain a competitive advantage.

1. Convenience.  People search the web for the convenience. It takes less effort to hop online then it does to find your keys, get in the car, drive around, fight traffic, etc. With this in mind, make sure your web address is easy to remember.  It's unlikely people will automatically think to type in www.romanasfinejewelryandfashiononbroadstreet.com, but they will remember something like www.schiffmans.com.  Also, make it easy to use, keep the navigation simple, and minimize the load time.  Twinkling banners and wild designs may be fun, but they take too long to download and they're annoying.  Enough said.

2. Content.  Remember the saying, content is king.  Keep it updated as often as possible; more than once a week is optimal.  Avoid being text heavy, and update it often. Search engines love fresh content.

3. Consistency.  Make your web site reflect your brick-and-mortar store.  Barnesandnoble.com almost failed when they first launched because the customers' shopping experience differed too much from what they expected. Don't let that happen to you.

4. Customization. This can be a simple as gathering email addresses at your cash register and sending a note about a special on your web site, or asking relevant questions while they're browsing your site, then sending a personalized email with the answers.  Or creating a newsletter with specials.  If you are e-Commerce enabled, welcome them back to your site by name if they're registered.

5. Community. Write about styles in your town and trends you have been seeing.  Post testimonials from local customers or advice tips from people in the community.  Add a blog.

6. Connectivity.  Link to other sites in your area.  For more information, refer to my previous blog.

7. Customer Care.  I think Meg Whitman said it best when she wrote, "...brand-building job #1 is to have a great customer experience."  Who best to trust than the CEO of eBay?

8. Communication.  Send out thank you notes when someone has made a purchase in your store or online.  Email them when to expect their shipment if they had to order it. Send out surveys to see how well you are doing, plus email specials, coupons, gift certificates, etc.  Reach out and stay in touch so they remember you.

Branding is as important as putting an open for business sign on your door. Think of your car, your coffee, your grocery store, the clothes you wear. If you can name them, then they're doing something right. The same can be said for your store.

Posted by Suze Bragg on January 12, 2007 | Comments (0)