In essence, a brand is a promise. Your potential customer needs a solution and your product promises to provide that solution. Yet, a brand goes far beyond just a logo or a tag line or a name. A good brand has consistency of color, design, and most importantly, messaging. You have to tell your story and the story can’t be told unless “spread the word.” A good website spreads the word like no other tool because you don’t have to shout to get people’s attention. They search and find you rather than you shouting to interrupt them. Often, the customer finds you before you find them. How so: search. Internet search.
In many cases people find companies and products by a simple internet search. They type in a keyword and phrase, hit enter, and then the Google page does the rest, provided you apply the remaining chapters in this book. If your site is visible and has caught the attention of the major search engines, chances are a potential customer may become aware of your brand and company simply through an internet search.
Some of my best clients, speaking gigs, and radio interviews found me from my website. I did not seek them–they sought me. It was pull marketing created by digital brand awareness. If your website is search friendly, your brand will be friendly. If they can’t find you online they don’t know you exist. Scary but true. Your brand’s awareness is often dependent on your website’s visibility. If your website is not on the radar, your brand won’t be on the radar. If a potential customer can’t find you, how can they buy from you?
Be found.
By Stuart Atkins
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