The Complete Guide of Creating an Online Brand Strategy in the Philippines

In focus: Jollibee and McDonald’s. Both offer the same types of products. Both are found almost always side by side with each other. And sometimes, you walk inside Mcdonalds and confidently blurt out: “One Chickenjoy please!” In another part of the country, Business A and B are on a head on competition. But one day, when a random interview was conducted by Business A, the respondent answered something that relates to Business B. Finally, you have ironed out a business plan. Thinking it is perfect, you launch it, and beyond expectations, you jumped from Step 1 to Step 7. You’re supposed to be on Step 2. So you start over.

All of the situations above pertain to perception: a perception that is unique and one that dictates how a business makes an impression. This intangible quality of a business can stand the test of time. Have you ever wondered why Hyundai has recovered from their product failure a few years ago? They do not sell cars; they sold safety and flexible loan plans first before they informed the market that they are back to selling cars. This is what we call branding. And branding is not your business name. It’s not your product. It’s not even who your spokesperson is. It is your identity.

The 4 layers of online marketing showing brand as the foundation of your business.

The 4 layers of online marketing showing brand as the foundation of your business.

 

Online Branding: What You Get

As entrepreneurship moves from the traditional brick and mortar to electronic systems, online branding has become a resounding name that either ruins or builds a business. What do you get from it?

Identity. Online branding creates a cyber-profile for your business. Just like Game of Thrones, your brand is your house name. No, it’s not your logo. Logos are different. Analyze this:  Apple has successfully sold its iPhone series because it capitalizes on solving problems for customers. From then on, Apple has established itself as a company who listens and creates products based on consumer demands. That is its brand.

Patronage. Take Chrysler 200 as an example. It has continuously improved its 200 product line and during last year’s Super Bowl, it won a slot to air its commercial featuring rapper Eminem. The commercial used the tag line “Imported from Detroit.” But Detroit is also a city in Texas and is also located in the US. The point is Chrysler has created a brand that says a US-manufactured car matches an imported car. Chrysler 200 has increased sales since then.

Longevity. Your online business thrives if your brand is something that Filipinos do not get tired of seeing. Case in point: Coca-Cola. Hear the brand name and a thing pops out of your head saying “refreshing.” That’s the brand it continued to promote especially in temperate countries like the Philippines. No wonder why during the summer, Coca-Cola is enjoying immense sales in the country and does not show a decline. It somehow manages to stay ahead of its closest rival: Pepsi. But even then, people would always turn to Coke if they want to feel “refreshed.”

We only discussed three. But the list goes on as you continue to look for something that will equate your business in a unique manner. Would you say that your business makes the impossible, attainable? If you can really offer that, you’d probably be on Forbes’ List. So how do you create a brand for your online business? Let these tips help you out.

 

Online Branding: How to Get It

1.) Give value to your brand. “No, it’s just a website. Build the business first and the website will come later.” Remember when you said those six months ago? Look at your website now. How much leads do you generate per day and per month? How many of these leads turn out to be valid? What would have been different? First, recognizing the value of online branding is a start. You can never move on until you acknowledge that the power of the Internet is making your business grow. Second, invest in your brand. While creating your business, why not set aside time to see how it’s going online?

2.) Meet your audience. You won’t know who your audience will be even if you have a specific target in mind. Even Starbucks get kids as customers. In this case, start by using online tools to see what the demographics are for your business. Start by knowing them in terms of gender, age, location, profession, and habits. Tools like Nielsen, Google, Compete, and comScore can help.

3.) Let your brand do the talking. You probably have played the name-this-sign-game. It follows the same principle when it comes to branding. The yellow rectangle automatically iswhatismyonlinereputation identified as National Geographic. And because it is easily recognized, the symbol is used in apps, web networks, and of course, commercials.  So what might act as an intangible voice for your brand? Why is it relevant to your audience? And why would it make your audience come to you?

4.) Be consistent. This is making sure that your branding is the same across all the channels you engage in online. From meta-tags, links, titles, brand name, tags, social networks – everything. Why? An audience who repeatedly encounters your brand will eventually get used to it. When that happens, retrieval is easier and the first prompt about your kind of product will initiate recall that leads to your business. That’s consumer psychology at work.

5.) Evaluate your strategy. You know how online market behavior changes rapidly, especially in the Philippines. When a new technology is introduced, people talk about it and people are mobilized to get it. It’s materialistic in nature but the mere fact that you are in a competition means that you shouldn’t be oblivious to such happenings. So as soon as you foresee a change in your line of business, evaluate your branding strategies and make adjustments accordingly. For example, Pepsi has just changed its face. From the logo to its tagline to the taste of its products – it’s branding dynamics at work.

All in all, online branding encompasses all facets of your business and is the greatest conqueror and navigator that wins your customers. Recognizing its benefits opens your mind to a business potential that would have been realized before. So with the tips above, you may now embark on a journey towards building your brand.

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Paul Agabin is the Founder and CEO of Wooka Interactive. He is an internet marketer based in the Philippines which deals with varied topics such as local industry news, seo strategies, content marketing, inbound marketing, social media management, website reviews, and the like. You can contact him at 0917-5069839.

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One Response to “The Complete Guide of Creating an Online Brand Strategy in the Philippines”

  1. Kyanna says:

    I read your post and wished I’d wretitn it

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