Branding, SEO, and Google Page Ranking
Branding Concepts People engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace. The art of creating and maintaining a brand is called brand management. Orientation of the whole organisation towards its brand is called integrated marketing.
Brand Image A brand which is widely known in the marketplace acquires brand recognition. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is said to have achieved brand franchise. One goal in brand recognition is the identification of a brand without the name of the company present. For example, Disney has been successful at branding with their particular script font (originally created for Walt Disney's "signature" logo), which it used in the logo for go.com.
Brand Name The brand name is often used interchangeably within "brand", although it is more correctly used to specifically denote written or spoken linguistic elements of any product. In this context a "brand name" constitutes a type of trademark, if the brand name exclusively identifies the brand owner as the commercial source of products or services. A brand owner may seek to protect proprietary rights in relation to a brand name through trademark registration. Advertising spokespersons have also become part of some brands, for example: Mr. Whipple of Charmin toilet tissue and Tony the Tiger of Kellogg's.
Brand Identity Brand identity is what the owner wants to communicate to its potential consumers. However, over time, a products brand identity may acquire (evolve), gaining new attributes from consumer perspective but not necessarily from the marketing communications an owner percolates to targeted consumers. Therefore, brand associations become handy to check the consumer's perception of the brand
How does seo relate to the
concepts of branding
Brand with SEO. If you are more of a med to small sized company, SEO happens to be much more practical in the branding process compared to that of let's say radio and television advertising or even promotional products get expensive too. To focus on branding strategies with the internet you must initially focus upon locating your target customers and or clients and market carefully to them with optimization of your site to get the attention of those people. For example lawyers are finding that seo for lawyers is an effective means of getting new clients with a well designed seo campaign that features keywords and phrases that are very very geo local based searches and the similar goes well with doctors.
We usually tell clients that the intersection between branding and seo is and will be coming together closer and closer in the future, at some point the two things will become one thing as the online marketing efforts will out grow and surpass offline marketing efforts, as it is a softer sales approach no matter what industry if its biochem research or if its a professional sports team. Understanding your customer is the only thing you should be concerned with when it comes to your marketing.
