Building Brand Loyalty

Strengthen your brand using online channels

The “look-and-feel” of static offline messaging rarely has the emotional impact of dynamic online communications. And even though radio and television have been able to create stronger brand personalities, not every company can afford these media. Happily, internet-based branding initiatives are both affordable and effective.

With this new emphasis on personality as a key brand attribute, traditional “mind-share branding” has given way to that of “cultural branding”. The object is to create compelling brand-related experiences that build on real activities rather than mental associations.

 

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Three keys to successful online branding

  1. Keep things simple. Don’t let branding elements and design guides get in the way of the good experience – let your brand’s personality emerge naturally. See TOP TOY case study.
  2. Create an online environment that welcomes your customers, a digital space people want to visit. Offline, brand concepts are usually limited to look-and-feel; online, your brand’s personality is enhanced by what it lets visitors do while they’re on the site. See Dierbergs case study.
  3. What you say is the most important branding element you have online. Content is king! See Brookings case study.

Or browse through some of our many other cases!

Six Questions to Guide Your Initiatives

Most organizations don’t yet know how to deal effectively with online branding:

  1. “How can we develop our brand personality?”
  2. “How do we create honest brand conversations?”
  3. “How can we capitalize on viral branding?”
  4. “Should we incorporate the voices of our customers through user-generated content?”
  5. “How will we measure the brand impact of our online initiatives?”
  6. “How can we integrate online branding with our offline activities?”
Difficult questions? Yes. Are there clear answers? No. But perhaps some of our current Sitecore customers can inspire you to initiate new branding initiatives in your own company.

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We have been impressed with Sitecore’s extensibility and ease of use. In addition, the time to market for new websites and web pages has decreased dramatically.

- Eric Brown, CMS Project Manager, Boy Scouts of America