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.

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3 Responses

  • Nancy Friedman

    Thanks so much for the kind words, the link, and the introduction to your site and service. I look forward to spending some time going through your archives–great stuff here!

    January 7, 2009 at 9:06 pm
  • Cheri A. Ebbert

    Hi nice post, i have come across your site once before when searching for something so i was just wondering something. I love your theme, would it happen to be a free one i can download, or is it a custom one you had made? In a few weeks i will be launching my own site, i’m not great with designs but i really like the style of your site so it would be cool if i could find (or pay for) something with a similar look. :) Thanks!

    March 15, 2009 at 8:59 am
  • John

    Hi Cheri,

    Thanks for the comment. For this blog, we actually adapted Kubrick, which is one of the standard themes included with WordPress.

    If that’s not to your taste, there are links to loads of themes on wordpress.org – hopefully you’ll find something you like.

    Cheers,

    John.

    March 16, 2009 at 12:22 pm