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Scott Lindsay's Articles in Branding

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  • The Upside Down World Of Web Branding
    Some of the best ideas for web branding defy logic. For instance, if you were to develop an ecommerce site you might well seek to establish your business name as the primary branding feature. What if your business name is less important than you think?

    Developing a catchy slogan seems to be an important step in branding? What if your site visitor is mostly interest in what you do or what you have to offer?

    In some ways the best ideas for web branding turn the tables of ...
  • Web Branding: Nobody’s Perfect – And That’s Good
    Web branding is antithetical to the notion of perfection. Sometimes the best web branding advice is to let your humanity leak onto the web page. Life’s messy and perfection is not a trait known to mankind.

    If you make a mistake admit it, laugh about it, make fun of it, allow others to comment on it – in the process you will find prospects looking at your website or blog with an appreciation for the voice of common humanity.

    So many businesses rely on a level of perfecti...
  • Web Branding Letting Your Humanity Shine Through
    It wasn’t so long ago that advertising was mostly filled with unrealistic scenarios that attempted to convince the buying public that a better life was available if they were just willing to purchase a product. You could be better looking, have a better home, enjoy greater friendships and never gain weight if you simply used an advertised product. Of course this was never stated, but was often inferred.

    This type of advertising is less prevalent today. The question may be ...
  • What Is Web Branding Anyway?
    The whole idea behind web branding will find several differing viewpoints. For some experts the basis of web branding is a means of identifying your site by providing an image association. This is typically accomplished through a logo that is used liberally on your site as well as through all forms of advertising.

    This viewpoint is valid, but may be better understood as impressions. This would be the number of occasions that a person is exposed to your brand.

    There is a...
  • Web Branding Matters – Part Two
    Brands grow in time. They appear over night but they can die as fast if you fail to address at least four of the crucial aspects of the branding process:

    1. You need to understand your clients, their needs and the market. When you write about your products don’t write something like “buy this product because it is good”. Write “this product is good because…” and start naming its features. And ask yourself: is this product really necessary?

    2. Reinforce your brand with o...
  • Web Branding Matters – Part One
    There is a new concept in branding: online branding. If you want to know exactly what that means, you only have to take the traditional definitions of branding and adapt them to the Web. Then you’ll get a simple definition: online branding makes your visitors believe that you are the only answer to their problems.

    Every business has a brand; so don’t go around saying “I don’t need a brand”. You have a business, the business has a name, and you’ve created a website, so… wel...
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