Online Branding – Is It Like Marking Your Cattle or Leaving Your Footprint Behind?

July 10, 2012 by  Filed under: Branding 

If we’re walking along the beach, leaving our footprints in the sand, it might be just moments before the tide would wash our tracks away forever. On the other hand, if you and I are covered-in-dirt-and-sweat ranchers branding our cattle, the mark isn’t going away anytime soon. Now, my aim is not to be gross or insensitive. But, I think we’ll agree that when the business culture coined the term “branding” the concept was definitely to leave a LASTING IMPRESSION upon hearts and minds. So just how do we do that?

There’ll be no branding, no lasting impression unless we first grab their attention. As soon as possible, we want to connect with the client; something about your business needs to strike a chord with them. We need to be super quick about it, especially online, where we only have split seconds before they’re onto the next click. I’ll divide the crucial elements into six categories: visual, auditory, tactile, mental, emotional and spiritual. Notice I’m leaving out the sensory modes of taste and smell since we’re online.


  • Some marketing researchers say bright red or yellow does the best job of getting attention.
  • Images that are eye-catchy is key – some sort of movement is always good.
  • Your logo must be one-of-a-kind and depict what you’re about.
  • When a deep meaning is implied, the image will remain in their minds.
  • The layout of your website must be professional, organized and have sharp looking graphics.
  • If you display photos of yourself, portraying confidence and compassion is a tricky must.
  • Some people include pics of their family, children and/or pets.

A note about the last point – when it comes to social marketing, posting photos of your loved ones may be advantageous. But in other circles, it would really be inappropriate. Remember, most people are primarily visual which means the easiest aspects of your business for them to remember are the images. Who could forget the little, cute, green guy that works for Geico.


  • Sound on your website adds a dimension that helps keep them there.
  • If including music, carefully choose what appeals to your target market.
  • Prepare ahead of time to make sure the volume just right.
  • If the background audio is constant, it’s nice to give the option to mute it.
  • When adding your voice, be sure there’s plenty of enthusiasm, inflection and clear speech.
  • Video of course gives the audio AND visual elements which is an entire discussion by itself.


  • Think of the “hands-on” mode – give them something to do with their hands.
  • Interactives of any kind help hold their attention.
  • Some people use simple games – be very careful here if you want a more professional feel.
  • A call-to-action: “like this,” “click here,” “fill out the form” and so forth works wonders.
  • Asking for their opinion with two or three easy questions is an excellent strategy.


  • You must deliver content which is useful and accurate.
  • This is another area where confidence is the name of the game.
  • The content must be rich and worthy of their time and attention.
  • When writing, use active voice NOT passive (another discussion all of its own).
  • Bring it to the table in generous portions or our information-age friends will be turned off.
  • Tables and graphs are a visually friendly way of presenting details.
  • Bullet points are easy on the eyes AND mentally more organized for the reader.
  • Speak the language of your target market – relate to them mentally; know their jargon and use it or you’re toast from the start.
  • Testimonials and references are everything to some people; Information that reveals your reputation is extremely important.


  • Some say people buy with their emotions – the analyticals may not appreciate this fact.
  • A picture is worth a thousand words, so paint an emotional picture on their hearts.
  • Clearly express your desire to serve them, to meet their need, to “do this thing together.”
  • In your own style, convey sincerity and empathy if you want their loyalty.
  • Connect with them so they’ll remember your “stuff” tomorrow and the next day.
  • Imagine their point of view and express things from that angle.
  • Think about why they’re at your website in the first place and focus their emotions there.
  • Just like the pretty girl stands beside the sports car, create the feeling you’d like them to associate with your services/products.


  • They’ll have a sense deep down about you and your business – this must not be forgotten.
  • The finished product needs to line up with what was promised.
  • “Going the extra mile” or giving the client more value than what they paid for marks you as a business with integrity no matter how you slice it.

In closing, as you go the distance with your client, gently but quickly grab their attention right out of the starting gate. Then, walk beside them in the process of generously providing the information they need. Really, this is a little bit like dating; if instead of focusing your attention on their feelings and needs, you always have your mind on “What do I get out of this deal,” well, your “date” will know it!

Hope Marketing suggests, whether you have an online business or off line, if it’s appealing to market online where people FIND YOU and ask for more information, then CLICK on the link below to see a FREE video and FREE webinar with 4 simple steps to successful online marketing that WILL make your life easier.

Here’s the link:

Thanks for reading.

CALL 916-410-9000

Article Source:

Speak Your Mind

Tell us what you're thinking...
and oh, if you want a pic to show with your comment, go get a gravatar!

You must be logged in to post a comment.

Prev Post:
Next Post: