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London Web Design and Small Business Website Branding Tips

By Simon Rexin Subscribe to RSS | December 22nd 2011 | Views:

The following are the primary components of a corporate brand profile:

- A description of the solution or brand.

- A benefits statement that describes what customers will take from this brand.

- The target market that will find these benefits to be of some value.

- A competitive differentiation: In what meaningful ways is our brand different to other alternatives that might be out there?

- Pricing details. How does our company stack up when it comes to comparing us to the competition in terms of value?

- Distribution network details. Where will customers encounter our brand? What type of partners will be involved in delivering the brand? Are there particularly appropriate places to position our brand or places in which the brand should never be found?

- Positioning statement details. What is the core, most important message about this solution which should be repeatedly communicated to the target market until they start to believe it? This is often a central promise of some delivered value including a tagline, if any.

- Brand personality. Describe to your London web design company, the context, qualities and associations you want target customers to build into their perceptions of the brand. This shouldn’t just be the “soft” side of the brand, but rather the one which ensures affinity to the target market.

Voice. This is a general description of how the brand “speaks” to the marketplace. For example, is the brand people-oriented and friendly, or is it authoritative and corporate. Is it sophisticated or worldly?

- Communications strategy. This should include the best ways of reaching an influencing your target customers. It also entails identifying the types of partners and associates who will contribute to growing the brand, the roles played by different types of advertising media, public relations, existing customers, promotional activities, sales channels, opinion leaders, etc.

Only after your start to develop these profile components will you start to see how your company’s attributes stack up against the competition. Based on your competitive position you can then identify which customer markets you should be targeting.

You can also start to narrow in on the concepts that comprise your brand:

What is your brand and business website identity? Do you have a strong, male-dominated, product-oriented brand or is it a cost-conscious brand that appeals more toward females?

What is your personality? Do the words that describe your brand include concerned and helpful or are they more whimsical and fun-loving?

What is your core brand message? Based on your company’s identity and its personality, what is the central message that best resonates with your target market?

What is an appropriate site tagline? From your overall brand message, what’s the one short phrase that sums everything up?

From this tagline what one word sums up your identity? This truly gets to the heart of what your brand is.

It’s a lengthy process whittling your brand down to one word, but once you’re able to sum it up this succinctly, you’ll know you have a strong grasp on what resonates with customers.

Simon Rexin - About Author:
To learn more about branding and small business web design services,
visit web design london services website at
Our straightforward, practical approach starts and ends with customer satisfaction.

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