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Web Branding – Bottled Rainforest

Have you ever been around a poet that knows so much poetry by heart that they annoy you every time the subject of poetry comes up? They are passionate about their love for poetry and are emotional as they explain the complexity of the poems they recite. Certainly you have heard techno-geeks spouting off the specifications for the latest computer gadget, software program of external device. They know computers and computer language seeps from them unbidden. These people are enthusiastic about the things they love. Their passion is brought to a laser focus as they allow what they know to permeate their life and lifestyle. Believe it or not, this is exactly how you should be in relation to your business.

You web branding is a direct result of how intimately acquainted you are with your online business. The more you know about your business, and the more clearly you have defined the facets of the passion of your business the better you will be at web branding. Web branding isn’t simply developing a slogan, it’s understanding your business so well that you can help your website breathe the same air as your business. Web branding provides the glue you need to not only put your online business together, but to keep it together. When we get married we want to learn as much about our spouse as we can.

We want to learn what makes them happy, what topics should be avoided and how to best serve their interests. As odd as it may sound this is the premise of web branding. The only difference is in marriage you may keep certain things between you and your spouse whereas in web branding you take everything you’ve learned about your business and help online consumers catch a vision for what you do and who you are. You may need to look at your business more as the culmination of a love story and less as a manual for operating your DVD player. The difference is based in emotion. Marketing your website may require calculated non-emotive strategies, but web branding requires you to become involved in learning to express who you are as a business and allow emotion to be a driving force in the casting of your vision. I came across a bottled water company recently that is involved in saving the rainforest. Part of their branding is that they don’t just sell water they are able to preserve 90 square feet of rainforest with every bottle of their water sold. They know that not everyone is interested in saving the rainforest, but the branding helps set them apart from every other water bottler. They have expressed passion in their branding.

There is a lesson in that bottle of water.


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