One common thread that ties together the most successful companies in the world is their brand identity. If you stop and think of the biggest companies you know you’ll find that you connect their names with certain images, phrases and other branding elements. Almost everyone in the world knows that the golden arches mean McDonalds. As you build your business and your web presence you need to think about the sort of brand you’re building. Everything a business owner does has an impact on their identity, whether they are aware of it or not. One of the keys to long term success is taking control of your brand identity by making clear decisions about the path you want to take.
One area where branding is essential is in advertising. Properly understood google adwords operates on many of the traditional principles of advertising. Whenever you’re doing SEO work you need to think about how your efforts are effecting the branding of the business you are advertising.
The first step in good branding is actually taking the time to figure out what exactly you want to convey. If you could have just one phrase associated with your company, what would it be? What about just one word? You want simple, memorable core concepts that you can build on throughout everything you do. This is the essence of building a brand. In the beginning you should test different options out. One good way to do this is by purchasing two sets of advertisements on Google Adwords. Try out different slogans and phrases and track how both of them perform to see which is more effective with your target audience.
Remember that visuals can be extremely valuable when you are trying to create a lasting impact on people. Traditionally a lot of SEO has been very focused on text. But as strategies are becoming more diverse to keep up with social media images have become more and more essential. Think of websites like Pinterest and Tumblr, if you want to advertise on them a visual identity is essential. Pick certain visual elements like colors, symbols, fonts and the like and try to use them throughout your work so it has a cohesive feel that ties everything together.
This can all seem a little abstract so lets think of an example. SEO requires some sort of link building. For years many people have grabbed up any link they can. In the past plenty of people spammed blogs and comments with keywords in hope of boosting the ranking power of their sites. This might have made some sense at the time given the success produced but such strategies ignore the power of branding. The last thing you should want is to have your identity associated with spam. You want your name to be connected with positive ideas like quality cheap SEO and trust, not cheap tricks and laziness. So you see, when you keep branding in mind it can help guide the sort of moves you make.
Shortcuts aren’t worth it if they put your brand at risk. On the other hand, if you take the time to consciously build a brand based on quality content you are setting yourself up for long term success. Once the name of your business is associated with quality you have a crucial advantage over your competition. That’s what you need to strive for.