Infinite Path

Building a brand presence on the Internet is vital in today’s day and age. Most of the large brands operating globally have figured out that achieving a positive reputation online is key to success in all areas of their business. These companies are lucky in that they can afford to hire professionals to devise and carry out an online PR campaign on their behalf but, if you own a small company, you may be forced to consider a DIY approach to brand building on the web.

The positive results which the expertise of a professional company can have should not be underestimated but, as a general guide, you should follow some simple steps to success. Devise an online PR plan, which takes into account the different elements of your brand identity and describes the characteristics which you wish to become synonymous with your brand.

Remember that word of mouth on the web is fundamental for success, so make sure that you have a product or service which will get people talking virtually on social media websites. Viral marketing can either be the downfall or the start of something big for your brand. Tailor your website in such a way that it is simple and easy to use for visitors. Functionality is key in this respect.

The best way to build your brand is to get other people to do it for you…for free. Create an unusual piece of link-bait and, with luck, it will spread like wildfire. Good ideas include video blogs, photos, and new gadgets that will improve the way people use a particular aspect of the web.

Getting people talking about you on blogs and social media sites is the first step to large-scale brand building and once this starts to happen, you will be able to monitor virtual conversations and adapt your online PR campaign as appropriate. Which parts of your company are people regularly criticising? Can you fix them easily? Where are people talking about you negatively on the web? Can you start positive conversations on these forums or blogs in order to try to change people’s opinions in a constructive and honest manner? Showing that you actually take other people’s thoughts into account is extremely important. Brands are not infallible and should be seen to be adaptable and open to change at all times.

Honesty really is key when it comes to brand building. Lose the corporate speak and show the human side which lies behind your brand. It is essential to strike the right balance here. Whilst it is a good idea to show that you are an average human being, it is not a great plan to post drunken photos of you on the web or make comments about other brands which could be blown out of proportion.

The importance of website functionality is often overlooked by individuals who choose to DIY brand build online. However, think how annoyed you feel when you visit a company’s website and end up wasting your time navigating around a complicated site. Often, the irritated feelings which arise from this process subconsciously result in negative psychological associations with the brand. Whenever you view an advert on TV from the company that wasted an hour of your time, you will remember those original feelings. Make your website simple and as user-friendly as possible and, ultimately, make sure each aspect works properly! Ensure that key information is easy to find, particularly if it relates to the process of exchanging money.

Ultimately, any online PR campaign needs to be easy to adapt but do not lose patience too quickly. There is not one brand in the world which has a completely positive reputation. All you can do is remain visible to consumers as a company which favours feedback and welcomes change.