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5 Techniques for Online Brand Building

5 Techniques for Online Brand Building

5 Techniques for Online Brand Building

In my opinion, there's two ways to build a well-known, enduring brand:

1. Spend tons of money on advertising and PR campaigns

2. Let your customers do the marketing for you

With the rising cost of most traditional forms of marketing, who wouldn't

prefer the second option? Unfortunately, very few customers ever become true

fans. After all, many businesses focus entirely too much on customer acquisition

and neglect customer retention.

But in order for customers to become fans, not even traditional retention

strategies will suffice. Companies must go out of their way and transform their

customers into friends, advisors, and partners. Below I've listed some ideas

I've either used or seen used to accomplish this purpose.

1. Street Teams, Brand Reps or Brand Ambassadors:

Street Team

marketing is a fascinating concept that developed from the underground music

industry. It centers around a grass root strategy where your fans do the

marketing for you. Using this strategy, an online retailer might give customers

access to branded wallpapers, screensavers, or avatars. Customers are encouraged

to copy and paste banners ads into their personal Myspace profiles, blogs, or

email signatures. Customers can easily email friends through easy to use

tell-a-friend forms. Some online Street Teams, such as C28 or Threadless,

combine these tactics with a customer referral program, allowing users to earn

store credit for sales referred to the site. Street Team marketing will not work

for everyone, but it can be powerful if this style of marketing fits your target

audience and brand.

2. Create a Community:

Whether its through forums, Myspace, Facebook,

or your own sub community site, allow your customers to interact with others of

similar interests. Circuit City recently launched a social networking site

complete with forums, blogs, photo galleries, and user profiles. Hot Topic has a

robust Myspace profile with over 35,000 members. Only time will tell if social

networking continues to grow, but for now it's inexpensive and effective brand

exposure.

3. Rewards Programs:

Rewards programs are nothing new, but they work

well for creating brand loyalty. Maybe your online store doesn't offer the

cheapest prices, but if you let customers earn points redeemable for

merchandise, they just might overlook that.

4. Recognize your Brand Warriors:

Be sure to recognize top spenders by

displaying their stats for all to see. Recognizing your top customers will only

encourage them to spend more. One company I worked for decided to send

hand-written thank you notes to their top customers along with a gift card.

5. Share and Listen:

How well does your business interact with your

audience? Corporate blogs, forums, customer generated product reviews and

surveys can be great two way communication channels. Run your business like a

democracy. Let your customers vote with their opinions and preferences. Policies

and procedures should from the bottom up, not the other way around.

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5 Techniques for Online Brand Building