For Internet marketing, when you sell stuff online you are helping to solve someone’s problem. They may arrive at your site via a search engine, or they may have been given a recommendation. But the reason they come to your site is they believe that you can help them. If what you offer meets the needs of your web site visitor do they really care about a “brand” you may have? Probably not. If you have branding, they will already know about you and so will be buying from you on the basis of your brand reputation. But if they have never heard of you before and they buy from you, they are doing so on the basis of accepting that you will be able to provide the answer to their problem. So branding is not important in that case. So, online, branding may not be as important as we think. What matters most is targeting the specific needs of the customers who visit your site. Do that and they will buy – even if you don’t have a “brand”.
Graham Jones is an Internet Psychologist who studies the way people use the online world, in particular how people engage with businesses. He uses this knowledge to help companies improve their online connections to their customers and potential customers and offers consultancy, workshops, masterclasses and webinars. He also speaks regularly at conferences and business events. Graham is an award-winning writer and the author of 32 books, several of which are about various aspects of the Internet. For more information connect with me on Google+