We all remember when Marks and Spencer rebranded after its terrible announcements of losses some years ago and plenty of companies have done this over the years (Aviva, Abbey, Midland Bank) but more recently the brands have been pinning their luck on advertising their brand as a heritage – perfect for those that have been around all that time but how to carry out business branding if you have a new business?
We’ve added some pointers below that are not aimed at providing a fail-safe for branding your new business but hopefully will give you some idea of how to take your company to the next level and start making your own history:
Firstly its important that any business carries a strong brand and a good image as it helps its reputation and trustworthiness from clients. New ecommerce businesses need to focus on business branding and from selecting a good company name; domain name and designing an image – a logo – of your company will build a good strong resilient company that can survive the recession.
Existing Business Stepping into Ecommerce
If you have an existing brand and are simply new to ecommerce, business branding can be used from your company and be translated in a more modern way solely for the internet. Becoming involved in ecommerce means that you are taking your business forward and promoting it for web customers though it should also provide those customers with a strong image – focusing on your company’s history could be key here regardless of whether you choose to redesign your logo and message or if you have chosen to retain the branding you have already worked with. However, rebranding as you step into ecommerce would be a good choice if your brand is not already successful or does not have a strong reputation.
New Ecommerce Business
For new ecommerce business that is being launched from scratch this is a fantastic time to create your image, make it strong and give your new ecommerce business a short name that will become easy to remember. Have a good logo designed for you that not only delivers your message but screams quality, and don’t forget to choose something that translates well in different languages if you intend to conduct business internationally. Your company message needs to be short and should be memorable. Use it everywhere and try co-branding too…
Co-Branding
When you are later established or already have a good relationship with another business you can co-brand. This is a popular way to build up brand recognition on the internet and a great way to split advertising costs two or three ways and giving a good overall image of your companies.
Our next article highlights How to Begin E-marketing Business which should help you start promoting your brand and push your new ecommerce business to reach the relevant people.
Posted on October 27th, 2009
