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Hosting Discussion > Operating a Web Hosting Business > Promotion and Marketing > Looking for tips on how to best brand a business today
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  Post #1 (permalink)   02-22-2016, 01:58 PM
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Branding is certainly an important part of any company's marketing strategy, but as times have changed and technology has advanced, what do you envision as the best or recommended ways to brand a company in today's digital world? Is it via website, Facebook, Twitter, Instagram, Pinterest, YouTube or a mix of these?

When someone says, "hosting," how do you use branding to link that to the public's perception of specific providers?
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  Post #2 (permalink)   02-24-2016, 08:49 AM
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I think these days you have to be using everything and anything you can. That includes your own website and using all social networks. But a brand must be consistent, the colors and logo/text graphics need to be the same across all social networks.

The name should also be the same example:

rather than:

I think these details are very important when it comes to branding. It's best to learn from and try to mimic what the top companies are doing.
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  Post #3 (permalink)   02-25-2016, 12:26 AM
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Now a Days brand value is important asset for any company. Build a brand for a small business bellow element you can consider.
When building your brand, think of it as a person
Consider what is driving your business.
Aim to build long-term relationships with your customers.
Speak to your customers with a consistent tone of voice.
Don't repeat the same message in the same way over and over again.
Always consider your branding when communicating with customers.
The old way of stamping your logo on everything won't cut it.
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  Post #4 (permalink)   02-25-2016, 02:05 PM
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I think you need to try to be allover so as to increase your catch. One thing for sure is that social media is the leader in global brand presence and that should be a focus for every brand. Your website though is the true you and that needs extra attention
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  Post #5 (permalink)   05-13-2016, 01:34 AM
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Really you are talking absolutely right, now a days branding is not to easy, It is too hard, but you can do via digital marketing.

  Post #6 (permalink)   07-16-2016, 07:30 AM
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If you want to promote yourself on social media you need a plan. A good one, the simple presence of your name on a Facebook page for example, its not enough for today's branding.
Clever campaigns are the future, but they take a lot of time and probably money.
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  Post #7 (permalink)   07-21-2016, 03:40 PM
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Branding is all about the specific medium that you're in.

You don't have to be on every social media platform - your clients likely aren't on all of them anyway!

Use the medium that your clients use, and then market specifically on those platforms. I have a hard time seeing a hosting company being successful on Pinterest more than they would be on Twitter or Facebook. That's not to say that there aren't exceptions or that you couldn't convince someone on Pinterest or Instagram to get their own website - but your time and energy is probably better spent in other areas.

While we're at it, from a marketing perspective, branding is often secondary, usually it's "Pain - Solution" based. The client has a problem, you have a solution. If you market on those terms, the branding will come naturally.
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  Post #8 (permalink)   07-21-2016, 06:27 PM
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I wrote this a while back, but I think it still applies here.

The majority of businesses would give their right arm to have the kind of brand awareness that Monster, Pepsi™, McDonalds, GoDaddy®, Kleenex® and Xerox® possess. A lot of smaller companies have developed brand awareness in their niche that evolved over a number of years.

How? They did that by cultivating an association to ‘value-add’ in their client’s mind when they saw or heard anything about their company, the products they sell or the services they promote.

An early example of this was Xerox, even though they had a lot of competition in their industry. If I said to my office manager, “Would you Xerox this for me?,” I think we’d all agree she would understand what I’d be asking her to do. But if I asked her, “Would you Konica Minolta™ this for me?,” would that even sound like it made sense?

And is there another brand that comfortably compares to Kleenex®? When my wife goes shopping, she makes a list first so she won’t forget anything. Sometimes that list will include facial tissues, but she’ll invariably write ‘Kleenex’.


Is it possible to link ownership of your company’s products or services?

How could you accomplish linking ‘ownership” of your brand? If you thought ‘dedicated server,’ would (your hosting company) stand apart from SoftLayer® or Rackspace? These are premier dedicated server web hosting providers. But if I asked my wife this question, she’d say SoftLayer and Rackspace ‘WHO?”

She has seen some videos on (your hosting company's) YouTube channel, and now automatically links dedicated servers to them. She’s transferred ownership in her mind to (your hosting company). Branding does not necessarily have to be on the grand scale of companies like Pepsi and Kleenex.

Developing a niche is one of the most important marketing strategies that businesses should pursue, to bond with how clients and prospects perceive your business. But how do you brand your company when another firm has already branded your niche?

Take Kyocera for example in the document imaging industry. They’re competing with giants in their industry, against the likes of Xerox®, Konica Minolta™, Ricoh and Toshiba. Their unique selling proposition (USP) is that their products are modular and engineered to withstand heat by incorporating ceramics into their designs.

Internalizing what makes your business unique

What are the core selling points of your business? In the document imaging industry, service revenue draws over 50% share of profit, whereas unit sales may only account for 10%. Superb customer support drives sales. If each and every one of your departments, from billing to sales went an extra 1% in every interaction with your clients, could they evolve from being satisfied clients – to ‘Raving Fans?’ Branding should be a company wide effort. It starts and ends with every interaction your company has with prospects and clients.

Consistency is essential

Consistency encompasses everything from your logo to your blog posts to your invoices. It needs to touch as many of the human senses as possible. You need to consistently tell the same story in order to strengthen your company’s brand in your clients and prospects minds.

This directly relates to short term memory transferring to long term memory. If you repeat anything long enough, it becomes second nature, without conscious thought.

Direct marketing organizations excel at branding. How can you argue the success of companies like Energizer® or Heinz®, or thousands of firms similar to them?

Branding breaks the price barrier

When you can’t compete on price alone, what next? I know I’ve heard this sales pitch more than once, “We’re not the cheapest. We sell quality, not quantity.” You know the core focus of your business better than anyone. It doesn’t matter if it’s dedicated servers or shared hosting, copiers or printers, tires or auto service, or whatever.

Branding begins with determining the best return on your investment (ROI). By focusing on your core product or service, you’ll optimize interactions with your clients and prospects, thus building customer loyalty.

Branding is about perception

Is your brand memorable right now? Or is your business just another commodity like facial tissue? A strong brand unifies your marketing efforts. It begins with offering value-add products and services. Branding helps make the choice between your competition and you – be your business.
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