What is Internet Branding? - Definition & Strategies

Instructor: Danielle Reed

Danielle works in digital marketing and advertising. She holds a bachelor's degree in English and an MBA.

Learn about internet branding and its definition at the start of this lesson. Afterwards, the lesson discusses internet branding strategies for businesses looking to build a strong name online. This lesson applies to product and service-based businesses.

What is Internet Branding?

Do you follow businesses online? Take a moment to look at your favorite brands. What do they post about, share, and discuss? How a company represents itself online is all a part of internet branding. Internet branding is defined as a technique in brand management that uses the internet as a medium to position its brand in the marketplace. You may also see this referred to as online branding.

It's Not Cheating If You Learn From Others

One of the best things about online marketing is how it is possible to follow the strategies of top companies. See what the top companies do and mimic them. The best place to start is with the competition. Include the companies you strive to be like but also those close to you in the marketplace.

Uses for Internet Branding

Before building an internet marketing strategy, first focus on the reasoning for the building this strategy. The primary uses for an internet branding strategy include:

  • Brand Story
  • Identifying the customer base
  • Brand awareness
  • Building a dialogue with customers
  • Value proposition
  • Driving sales

At the start, it is recommended to start with one primary focus and build from there.

Strategies for Internet Branding

When building a brand online, it is easy to get bogged down in the day-to-day tasks of writing content, worrying about posting, and responding to customers. Before you worry about the tasks, get a bird's eye view of the project with the strategy you are implementing.

Building a Brand Identity

The first step in building a brand online is found in building brand identity. Brand identity is how a business wants to be perceived by consumers. The first step is knowing the target customer and the second is in reaching them.

Branding always involves knowing the target audience. Knowing the target audience means actually knowing the people getting marketed to. This isn't as simple as demographics. It is about answering all of these questions: What is the customer's education level? What does the customer do with his or her time? What drives the customer? What are their favorite brands or icons? Just like getting to know a friend, a target audience should be clearly defined. The average business has five to six brand personas identified as part of their repertoire.

Sharing Brand Story and Building a Personality

Once the brand personas are identified, start with sharing the story of the brand and building its personality. Different sectors have certain standards. For example, lawyers often have different personality types than fashion brands. Even in fashion, the personality of a designer boutique will be very different from the fashion brand of a big box store.

Establishing the Tone of the Brand

It is essential to have the same tone and voice across a brand. Tone is the general character or attitude of a place, piece of writing, or situation. Whether engaging in posts or responding to a complaint, the tone of a brand must remain consistent.

An interesting facet of internet branding is the use of unique brand vocabulary. Brand vocabulary is defined as a specific word or phrase used to bring a certain company or organization to mind. Perhaps one of the most definitive uses of brand vocabulary has been established for decades with Calvin Klein saying, 'My Calvins.' This unique brand vocabulary is definitive, real, and consistent.

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