Internet Marketing Podcast, Web Usability Blog – Intuitive Websites

How to Bring a Brand Back to Life on the Web

January 5th, 2010 Intuitive Websites

A great question is posed by one of our Podcast listeners: “How to Bring a Brand Back to Life on the Web.” Simona from Milan Italy wants to know how to revitalize a brand through the Internet with a minimum investment. She gave the example of cookie maker Lazzaroni (www.lazzaroni-ita.com).

If your company has history and many loyal customers, then bringing a brand back to life on the Web is a great opportunity to build on that history and drive growth once again.

Here are a few steps to bring a brand back to life on the Web:

• Cover the basics of Web marketing first.
• Time and legacy can be the most valuable parts of the online brand.
• Know the trends in the industry.
• Get back to the basis of branding and positioning 101.
• Website branding and messaging supports all marketing efforts.
• Understand the changing market place (get research done).
• What remains in the old brand and what should change?
• Tap into social networks, like FaceBook and Twitter.

Can all this be done in a cost effective manner?

• Yes, if you are smart with your research budgets and time.
• It will take time, but not always money.
• User testing is a great cost effective research tool.
• The challenge will be getting the right people and brains on this project.
• Take a look at the Wonder Wheel and Timeline in Google search results.

What are the key action items for the listener?

• Look at your stats and conduct user testing to research the new marketplace.
• Use WordTracker and Google tools to research the online markets.
• Talk to new target markets and conduct consumer research.
• Expand geographically and across demographics.
• Tap into social networks and get feedback on the brand.

 

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