Last time we started a discussion about the 5 brand centers your business needs to be successful. Here are the final two centers for you to consider as you build your brand online.
4. Your Information Products
It’s not a question of a good product standing out from bad ones or an exceptional product standing out from good ones: It’s usually a question of a good product standing out from other good products.
What makes one eBook on wine hit the Amazon best-sellers list and another lurk in limbo, so far back in the search results it remains unseen?
One major factor is branding.
Take the “Dummies” books, for instance. Seeing the words, “For Dummies” on a book – backed by that distinctive yellow-and-black background – immediately tells people they are getting a useful guide on a topic (in this case, wine) that is going to be easy to understand, broken down into nice, bite-sized pieces.
“For Dummies” has become synonymous with not just easy, but “easiest”.
Notice how “Dummies” brands each information product with:
- A relevant, appealing tag line that sums up their main mission (“Making Everything Easier!”)
- Their colors and “header” design
- Their unique Title fonts
So simple, isn’t it?
And what you don’t see – but everyone knows – is that the “Dummies” books are presented as a series.
Creating a series is a great way to start branding your information products from the word go: You can use the same elements in Title fonts, header backgrounds, colors, taglines and logos for every single information product in your series – changing only the specific topics.
Naming products allows another opportunity for branding. Again, the “Dummies” series is a perfect example of this. The company can now produce any type of “how to” book in the world… and simply by adding “For Dummies” at the end, each book becomes instantly branded and searchable, not only by its own topic keyword (.e.g. “Wine”) but also the keywords “For Dummies”.
Keep this example in mind when branding your books. Use it as the ultimate example.
5. Your Social Media
Yes, you can – and should – brand your social media. Use the same colors, logo, signature, and above all, Profile photo (preferably a recent headshot).
Example: For years Facebook and social media expert, Mari Smith always wore turquoise clothing and even accessories in every headshot. Recently she has relaxed this rule – but her trademark turquoise color still appears in the background of her latest Profile photo on her Facebook Page.
Most important, however, in social media: Creating business pages and branding them with your logo, colors, Profile photo and custom backgrounds.
If you are unable to use the exact same background in each network because of size differences, as with Twitter and Facebook, decide on key graphic elements from your website colors or photos that will carry across all social media backgrounds. (For example, the gold color and little bee graphic that always appear in Burt’s Bees social media pages.)
But all the branding in the world won’t help if you don’t regularly interact via your social media pages and feeds. A Facebook page never visited by the owner is less than useful. In fact, you can turn people off, if they take the time to comment or (especially) ask questions and never receive an answer.
Build these five brand centers into your daily life. Interact often and let people hear your unique voice.
And that will be your strongest social brand reinforcement strategy of all.