Brand Your Business With A Web Presence



Understanding branding is important. Branding is, in reality, the identity you project to the public, to your clients or customers, and to your vendors. Your brand speaks loudly about who you are and how you see your business relationships with those who matter most. Deciding on a branding concept is important, a decision that should not be taken on lightly.

A number of years ago I was hired by a real estate developer to design an identity package for a new sub-division. In an early meeting I asked the development team what they called their development. I was met with blank stares. They had not considered what to call their venture. We spent the next three days debating the pros and cons of several names and marketing concepts. In the end a decision was made and a marketing identity was developed. This all happened before there was a viable internet.

Recently, I was hired by a client to develop a web presence for a start-up travel consultant. My client, I'll call her Connie, worked as a travel agent for nearly 20 years, developing a solid client base. Connie focused on luxury travel to exotic destinations. She became an expert on Australia and the South Seas. She had extensive contacts among travel wholesalers. She was now ready to strike out on her own as an independent travel consultant. Connie, like my earlier real estate developer client, came to me without a clear concept of exactly what and how she might present her new venture to her existing client base and to attract new clients as well.

She had a vague idea that she wanted a name that referenced Australia. We knocked around terms like Tucker, Dreamtime, Red Center, Outback, Walkabout, Kangaroo, and many more. Some we eliminated because they were already being used such as Outback. In the end we settled on Yellow Kangaroo Vacations (a pseudonym) and found that YellowRoo.com was available as a URL. She asked me to secure the name and she began working on copy for the site.

Two days later Connie called me asking, "Does my business name have to be the same as my URL?" Here we were, face to face with the branding issue. We settled on a name, found a suitable domain name, and agreed to go forward. Then came the second thoughts. I told Connie that while it was not absolutely necessary for her business name to match her domain name, it would be far better for her brand if she kept them the same. I argued that she was working to establish a presence for both her old and new clients, one that would be consistent, easy to remember, and flexible enough to allow her business to grow into the name. In the end, Connie decided that the two should match and I breathed a sigh of relief.

In conclusion, branding is important for business success. You don't have to spend a fortune on establishing a brand but you must, absolutely must, invest time and effort in creating the branding idea.

Roger is a principal at Roger Passman Photography and RNS Graphic Design He works with clients to establish an overall look that leads to business success.

Join our Facebook fan pageFollow us on TwitterWatch us on YouTubeSee us on PinterestSubscribe to our RSS news feed

Testimonials

Pro Epic is awesome at what they do. Give them a chance to help you grow your business.
Constance Frantz, Wright Chiropractic Health Center, Weatherford, Texas
Thank you for your hard work. Mostly I notice that you really are sincere about giving your customers a Website that reflects their vision AND that your communication and efficiency is terrific. In this day and age it is unusual to find. I've enjoyed the process.
Linda Kessler, Owner, Barefeet Yoga, Mineral Wells, Texas
Pro Epic's professionalism, service, and creative abilities are unequaled in my experience. Their ability to produce materials (website & brochure) presenting our company in a manner which, so accurately reflects the character of our brand is amazing. We appreciate their high standards and desire for excellence! We couldn’t be more pleased! Texas Saddlery has found a home with Pro Epic!
Rory Boren, Co-Founder, VP, CFO, Texas Saddlery
The folks at Pro Epic sat down with me, and listened, while I described my business; really caring about what would be the best for me. They are not just out there selling their business, but offering advise on how to bring the public to a better awareness of how I can serve them. Pro Epic is very professional, and at the same time helped me feel at ease answering all of my questions. I truly recommend their services to help you increase your business.
Teresa Gilbert, Owner, Less Stress Massage, Weatherford, Texas
We have had so much positive response regarding our new web site! It has generated new business for us and the blogs that we are adding are driving people in that direction too. Pro Epic has done everything they said they would do, on time, on budget and the follow up afterwards has been wonderful. I have referred Pro Epic to many other clients, including the Weatherford Chamber of Commerce and everyone has been pleased.
Paul Paschall, Owner, Paschall Insurance Group, Weatherford, Texas
I'm a VERY picky business owner who values communication and professional thoroughness in the companies I deal with. Pro-Epic wins hands down. If you want a website, I highly recommend this company.
Heather Wright, Owner, Wright Chiropractic Health Center, Weatherford, Texas
Pro Epic delivered a beautiful website, on time, that functions and looks just the way we wanted it to. Their personal training on how to use our website was outstanding and communication was excellent throughout the whole process. I highly recommend their services! Top qualities: Expert, Good Value, Creative
Kira Connally, Owner, Spectacles West, Weatherford, Texas
I want to let y’all know that we are very pleased with the website. I do appreciate the communication, training and service that was offered. Thank you very much!
Keith Harless, Manager of Engineering/Sales, Antelope Oil Tool & Mfg. Co.
Pro Epic Technology Solutions

190 N. Rambling Fork St.
Weatherford, TX 76087
Toll Free 1 (866) 580-3617