What are the Guidelines for successful Online branding?
1. The function and significance of online branding should be tied directly into the
Business and profit model and value-delivery strategy. These strategic fundamentals
should be embedded in the brand value proposition and brand mantra. Subsequently
your brand should be managed as a strategic asset with appropriate commitment of
resources, managerial attention, and controls.
Business and profit model and value-delivery strategy. These strategic fundamentals
should be embedded in the brand value proposition and brand mantra. Subsequently
your brand should be managed as a strategic asset with appropriate commitment of
resources, managerial attention, and controls.
2. We must understand the role of the brand in the organizational buying process
of different segments. Using market research by branding agency with your sales
team to identify the composition of the buying center and the decision criteria used by
the organization members who occupy the key roles in the DMU (Decision Making
Unit). This analysis will lead to the definition of unique market segments and
designing customized online marketing or branding strategy for products.
of different segments. Using market research by branding agency with your sales
team to identify the composition of the buying center and the decision criteria used by
the organization members who occupy the key roles in the DMU (Decision Making
Unit). This analysis will lead to the definition of unique market segments and
designing customized online marketing or branding strategy for products.
3. You have to be sure the basic value proposition has relevance for all significant
players in the decision-making unit and decision-making process. Sales team must
be involved for their experience and suggestion.
players in the decision-making unit and decision-making process. Sales team must
be involved for their experience and suggestion.
4. You should build the online brand around brand intangibles such as expertise,
trustworthiness, ease of doing business, Promptness, and likeability as a means to
establish corporate credibility, reputation, and distinctiveness.
trustworthiness, ease of doing business, Promptness, and likeability as a means to
establish corporate credibility, reputation, and distinctiveness.
5. Relationship between corporate communication strategy and branding strategy
must be managed carefully to avoid any potential conflict in your online brand
personality.
must be managed carefully to avoid any potential conflict in your online brand
personality.
6. Build brand communications around the interactive effects of multiple media such as Online CRM module. A specific challenge is
managing ‘sales force communications and sales support’ in ways, which are consistent with the overall online brand strategy. The
difficulty is that the sales force has a short-term planning horizon and may engage in activities that compromise brand equity in the long-run
(e.g. making promises that cannot be delivered). Training, compensation and incentives must be employed to help convince the sales
department of the long-run value of having a strong corporate brand and their importance in maintaining and ideally enhancing brand equity.
managing ‘sales force communications and sales support’ in ways, which are consistent with the overall online brand strategy. The
difficulty is that the sales force has a short-term planning horizon and may engage in activities that compromise brand equity in the long-run
(e.g. making promises that cannot be delivered). Training, compensation and incentives must be employed to help convince the sales
department of the long-run value of having a strong corporate brand and their importance in maintaining and ideally enhancing brand equity.
7. A top-down and bottom-up branding approach shall be applied, as both pairs of brand management activities can be synergistically
effective.
effective.
8. Education to entire organization is very critical as to value of their role in developing and delivering brand value. Your products and
brand are likely to have multiple touch pints, require to be manage in consistency with the brand image. Customer’s perceptions of the
brand influences by every contact they have with company’s representatives, service, and products.
brand are likely to have multiple touch pints, require to be manage in consistency with the brand image. Customer’s perceptions of the
brand influences by every contact they have with company’s representatives, service, and products.
| Sanjay Kumar Sharma Internet Marketing Consultant sanjay@internet-marketing-consultancy.com |
