No small undertaking, your Brand name should be focused without being flavorless and clever but not common. Think of it as your calling card, their first impression of your company.
Choosing a name is no small undertaking.
It is the introduction to your company, the first impression. Ideally, it perfectly describes your business without being generic. It stands out in the brain. Your name is one of your biggest assets for building your brand. In Rand Fishkin’s informative article, 8 rules for “How to Choose a Domain Name”, he explains key points to help you make optimal choices. For an in-depth article on how your domain name choice will affect social marketing, check out the article by Spencer Yao at the end of this post.
Once you’ve created the greatest name ever, it’s time to build your audience. You don’t want to be just another drop in the ocean, you want to be a wave! So how do you rise above it all to get the visibility that your company needs to compete in today’s marketplace? How do you build name recognition or grab that coveted spot on the Search Engine Results Page (SERP)? Your biggest ally is Search Engine Optimization or SEO.
Why should you care about SEO?
The SEO affects where you land on the results page. According to Search Information Architect Marianne Sweeny, “Academic research indicates that 91% of searchers do not go past page 1 of the search results and over 50% do not go past the first 3 results on [the] page.” It seems clear that your company’s visibility is greatest at the top. With competitors jockeying for that premium slot, you’ll want to use one of the internet’s sharpest tools. By optimizing the way search engines work, you can rise higher up the ranks in a shorter amount of time. It doesn’t mean overnight. Certainly using more than one way to promote your business is a must. In a post on Business 2 Community, Greetje den Holder cites 12 Unusually Simple and Helpful SEO Tips and Tricks. Additionally, with SEO constantly evolving, take some time to read Susan Gilbert’s article 4 Leading SEO tools used by Pros.
Gain brand visibility with organic link building.
Visit sites, forums or blogs that are already talking about your topic and post informative comments or positive contributions. Think of it as standing around at a softball game. Someone speaks about the quality of bats and you manufacture bats. You could pass out cards or instead tell them something they may not know about bats. When you share knowledge, you help someone. When people learn to trust what you say, they will share what they hear with others and seek you out. On the Google Webmaster Central blog, they offer ways to create quality links to your site. It helps you to get noticed and by putting yourself out there as someone who is informed, you will be viewed as a trusted source. To view the Google Webmaster blog click here.
To read Spencer Yao’s article click here.
What other ways are you building your brand? We’d love to hear your comments.
To see the part 2 of this 8-part installment, click here: Determine Your Target Audience.