Why do you need a logo? a quote? or in other word a BRAND?
Armand Morrin in Joell Comm: Secretclassroom explained that branding is needed now and ever if you want to build a long term business. So why is that important you might ask? and why it’ll create a difference with you branding your products? The main reason is because branding is the only entity or ‘bridge’ which will cause your first customer to buy again from you in the future.
So if you have a strong branding name of your business, it’ll pass along all the trust, all the confidence, the character, and even the experience your business has create for the customers. Those are the factors that’ll enticing your customer to your business to buy another products again in the future. Once they buy from you, and you successfully created a great experience on the customer’s mind, then there’ll be a big chance for that customer to come back again and buy another products. They will lightheartedly buying from you again and again because they had trusted you once, and you had protected the trust well.
You won’t like to start building a business and gain trust just to realize that the next time you launch another products, you just have to start all over again…
It doesn’t matter if you are into real brick-and-mortar business or in eBusiness, business IS business and will always be a business. The core principle is the same. You may decide not to branding your business and let each products do the branding itself. But when it comes to the next new products you bring to your customer, you then have to rebuild and re-establish all the trust from start, and it’ll pain, expensive and just hold up for a short time.
OR you might start promoting your products with your own brand attached, and the products and services you provide will then create the spiral up to the stronger and stronger business. If you notice, all those big companies that have successfull for many times have a very strong branding in their products no matter what it is.
So, some elements in branding your eBusiness including logo, color, and other layout elements such font style of your websites, and even the navigation panel which will create an experience in customer’s mind when they navigate through your sites. But not just the front end of your site, all factors including customer service, follow ups, quality of the products, etc will form your actual business face.
As you can see in his websites like saleslettergenerator.com, ecovergenerator.com, etc, if you look at the upper left corner of the page, you’ll soon find his logo (kind of ‘G’ letter…well I don’t really understand what’s the concept behind the letter). He placed the logo in common upper left corner of the page, and everytime the previous customers land on his other website which promote another products and see the logo, they’ll know that that is Armand’s product. That will immidiately remove all those doubts in their mind because they had once bought from him.
But yes… in my opinion, branding can be a boomerang…what I mean by this is if your brand apply to your next product and many customers that have bought from you the first time feel miserable about yur service or your product’s quality, then they’ll obviously won’t buy the next product you offer just because of your brand. This will then create a downward spiral to your business. So, branding your business can maintain and grow trusts, but can also pass along the bad experience to all your business.
In the class, he had this term “Obvious Marketing” which means that every business in IM world should be obvious, and almost every rule in offline businesses are actually also apply to eBusiness… which many of the marketers out there with some kind of ‘over-hyped’ techniques will try to deny to. Well, that’s up to what you are trying to build…
Tags: Armand Morrin, Branding
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