Branding and SEO

Branding by definition is an identity of a good or service that separates one from others of a similar offering. For example, Kleenex is a brand of Facial Tissue. However it has become such a well known brand that if someone asks you for a Kleenex you know they want a facial tissue. You probably never think about it though unless you sell a competitive brand of facial tissue.

By the same token, if someone is shopping for a Harley Davidson Motorcycle, they probably are going to start their search with the term "Harley" rather than "Motorcycle" because they want a particular brand of motorcycle. Not all motorcycles are Harley Davidson motorcycles. However, no one can argue that Harley Davidson has established a very strong Brand recognition.

In marketing a product or service the goal is to build a reputation in your particular industry to the extent that your future clients are looking for your brand specifically rather than just any other similar one. If your business is a private security service, you want to build a reputation to the point where people are searching for your company by name rather than just for security services.

Part of the job of a Search Engine Optimizer is to help you build your brand recognition. To get your product or service to be easily recognized. By working with you to optimize your internet exposure in a relevant manner so that if a potential customer is looking for what you have to offer, you are found continuously. And that your website presents your image as a recognized authority in your field. The goal is to get your prospects to see you as the only one that provides the solution to their needs.

The objective to building brand recognition include:

1. Differentiation: A brand provides a clear and definitive reason for customers to buy your product. If this reason does not exist, your product is a commodity and the only measure of value is price. Small, value added businesses cannot compete on price successfully and need to incorporate some form of differentiation.

2. Conveys value: Consumers perceive brand-name products as higher quality, more reliable and a better value than non-branded products. Generally speaking, the number-one brand in a category can command a 10% price premium over the number-two brand, and a 40% premium over the store brand. This price premium is known as a brand tax. Consumers understand that a strong brand can reduce getting stuck with disappointing or faulty products.

3. Builds brand loyalty: Brand loyalty is the recurring stream of profit generated by repeat and referral sales of a specific brand. Repeat sales can be as much as 90% less expensive to a company than new customer development.

4. Builds pride: Branded, recognizable products invoke a sense of pride in those associated with production, promotion, sale and distribution of those products.

To succeed in branding your company, an SEO works with you to understand the needs and wants of your customers and prospects, what they want from your service and how they search for it. You do this by integrating your brand strategies through your company at every point of public contact.

A strong brand even in a local market can be an invaluable advantage as the battle for customers becomes more competitive. It’s important to spend time investing in researching, defining, and building your brand. After all your brand is your image to the consumer. It’s a foundational piece in your marketing communication and one you do not want to be without.

To set yourself apart from the competition you need brand recognition. By integrating branding into your online marketing an SEO can help you do just that.