| brand strategy on the internet

is selecting the right set of tools and applying these consistently to gain and/or keep trust and loyalty of users/members and to increase their number. The brand strategy inhibits a set of rules that defines to a great deal how the >> web site management and promotion is handled.

It is of high importance for companies to differentiate themselves through online brand strategies that exhibit clear messages and provide fulfilling user experiences online. Brand strategy serves to create credibility and to gain the trust of the users through understanding cultural and market trends. We extend the corporate brand strategy to the internet and with our method ensure that all of your marketing and development activities remain true to your corporate brand strategy.

Brand strategy applied on the Internet

Brand strategy is applied to create sustainable, long-term brand attributes, in a fast pace environment like the internet. This is very difficult, but when achieved very rewarding. There are numerous strategies you can apply to your web site, however it should match the offline brand strategy to communicate the brand as a whole and fulfill the expectations of loyal customers.

Applying the problem solving strategy online

The problem solving aspect of a brand can be transferred to the internet by offering solutions. This needs to be communicated throughout the web site by offering innovative technology and an unique design. Functionality that serves the web site users and from which they benefit when visiting the site. Content should provide information users are interested in. It is self evident the web design and technical aspects of the web site require highly skilled conceptualizing to make the problem solving strategy an online success.

Competition strategy

Benchmarking studies reveal the competency of a brand versus another brand and therefore using the competition in the brand strategy does not come as a surprise. "We are number 1"! ...but are you #1 on the internet? Compare web sites of "number 1" and "number 2" by conducting an user experience test in combination with an usability test and then check the results. Be not surprised when the result shows that you still have a long way to go to be truly number 1 online and that voicing this slogan does not mean that you are taken seriously.

Benefit and added value strategy

Stressing the benefits of using a specific brand works for many, but then the benefits or better say the added values have to be clearly spelled out to the customers. When applying the "benefit strategy" one aspect has to be realized: the benefit or added value drives the product and not the direct features/attributes of the product themselves, because these might be too common or basic. Applying this strategy online requires imagery that truly tell a story and well written content emphasizing the benefits.

Rubbing off success strategy

Using the power of an existing brand reputation and image when a position strategy is practiced, works successfully for many big brands. Their recommendation or quality seal seems to work wonders to help a new product or product line on the way to conquer markets. When taken online, this factor should clearly come to the front when browsing a web site.

(Good) cause strategy

The "cause strategy" is another way to win loyal customers. It is a long term strategy and might require to support activities associated with a cause such as environmental friendly - no animal testing - social consciousness. The cause strategy very often allows a better pricing. Customers driven by their ideals are different. Their gender or age does not play a major role, but the idealistic and mostly noble attitude towards specific conditions counts. Providing additional information about the driving factor enhances the cause and brings it to the front. Like reports of achieved improvements or status quo of the situation that requires improvement.

Even more strategies to practice online

value strategy
(price - quality relationship but be aware a strong brand is not built on price war);
Adding a price comparison tool to the web site is very convincing.
aspiration strategy
(make dreams come true);
Publish stories of people who actually realized their dream and reached their goals.
usage strategy
(use it and you will belong to a certain group of people or relieved be from stress etc. );
Success stories.
emotion strategy
(very powerful and most effective when used in combination with other strategies);
Evoke emotional responses using imagery and stories. Reserve the primary space for these elements.

Needless to say that brand strategies are combined to a set of tools, tailor made to specific needs and goals of the brand in question. The purpose of each strategy is to create loyal customers and this is achieved through correct positioning. When there is a base of loyal customers the next task is keeping them and expanding their number. Brand strategy should be practiced with flexibility to the changing market demands but should always be true to the brand image and brand personality.