Creating real business in digital space means making a good impression. It also means aligning all your cannons for a single broadsides of your value message.
That means consistency, not only for your copy and content, but also in your keyword strategies. But before you can even get to this, you have to ask: what is it I’m about? What is this business message?
Everything works toward that message – your strategies, your implementations, your delivery. And all those factors that add up to your brand – whatever shape its in.
When creating your business, especially online, it’s better to start with the hard stuff and work your way to the easy stuff.
Some people start with the brand. The business name, the web address, the T shirt. Creating brand identity is an essential component of any online success. It really amounts to sending a clear, concise message for what you’re about.
Prioritize: You need a business before you need a platform. You need a platform before you need a name.
Make Your Messages Congruent
The brand – the business card, the website tagline, the five-second elevator pitch – is not the first step. It is probably the last step. It’s the difference between standing at the base of a mountain, and standing at the peak. Same, but different. One knows he knows. The other one knows.
Create your business first, and then describe it. Better yet, let people who know what they are doing describe it with pinpoint – or penpoint accuracy.
Even something as simple as a domain address – can enhance or disrupt your message. In terms of traffic – the simpler the message, the better. As the old saying goes, Measure twice, cut once.
Have your brand strategy all mapped out before breaking ground on your Web platform. This takes consideration of factors like:
- Unique Value Proposition
- Existing Search Trends & Keyword Traffic
- Web Marketing Psychology & Industry norms
- Marketing Mix (product, price, place, and promotion)
- Competitor Analysis
- Creative branding vs Algorithmic branding
Creative vs Algorithmic Branding
By this last item, I’m referring to making a choice between an artistic or commercial approach to your Web concern. The algorithms to which I refer are of course those of search engines. Do you want to earn their trust, or fool them? Considering the consequences of alienating search engines, it’s far better to credit them – and the people who maintain them – with intelligence. They will have their own missions in mind as they review your Web activities. (I just thought of my next post).
Let me put it this way: In business, you “find a need and fill it.” You start with a problem, and create a product or service that fulfills it. This generates commercial value and a pitch that “sells itself.”
In art, it is just the opposite: artists explore and discover through their media. They experience new ideas first, and filter them through mastery of technique. The culture then experiences this new thing and, ideally, values it. The painter paints a masterpiece, and hopes that someone with a matching couch buys it.
This is the realm of high-end branding. Unique excellence.
These are two different processes. A flow of idea >> value, or value >> idea.
Do you create first, and trust Google, in its finite wisdom, to find you? Or do you game its rules, and make Google find you? (Until they update their algorithm and you start all over).
Perhaps it comes down to quantity versus quality, a post for another day. In terms of attracting a global market online with your messages, however, it may benefit to keep this in mind:
The simpler, the sooner.
All elements being equal, “Fred’s Fish and Pancakes” may rank sooner than “The Fishy Flapjack,” on clickthroughs alone. In terms of leveraging search beyond the local traffic, that is. (The secret is, branding is both art and value. “The Human equation.” Shhh).
The point I’m making is, wherever you fall along this value/idea continuum, this quantity vs quality brand thing, know your own targets and then communicate them.
Align all your little cannons and fire broadsides. And that, my friends, is how you make a five second pitch.