Good branding can really help your business. But explaining what branding is and why it’s important can be tricky. For many people, a brand starts and stops with the company logo – yet actually it reaches much further than that.
I’ve stumbled on an article which works as an excellent introduction to branding. It’s on Fritinancy, a blog run by Nancy Friedman. Nancy has reviewed the branding efforts of Changing the Present, a US organisation. Read the article here.
Even though it’s about a US business, the piece is worth reading because it’s an excellent introduction to branding and the elements which make up a good brand. And it uses a real world example, so it’s really easy to follow.
Domain names are important
One of the things Nancy highlights is how your choice of domain name affects your brand:
“Let’s say you’re impressed, as I was, by the CTP commercial but remember the organization’s name as Change the Present instead of Changing the Present. Do you get a 404 error message when you type “ChangeThePresent.org” into your browser? You do not. You get a variation of the Changing the Present home page, with videos of the two TV commercials. I can’t overempahsize how smart it is of Changing the Present to anticipate this mistake and turn it into an opportunity; too few website owners do it.”
We’ve talked about this exact same issue before. If people remember your domain name incorrectly, you risk losing them as visitors – unless you register some alternative domain names too. Go here for our advice on how to decide which ones you need.