Comments on: 5 Steps to Branding Your Business

By: Rob

Rob — Sat, 12 Apr 2008 16:42:18 +0000

I really like the idea of a callout on each site – I’m going to incorporate that into my designs right away.

Thank you!

By: Susan Gunelius

Susan Gunelius — Sat, 12 Apr 2008 15:57:34 +0000

You’re absolutely right, Rob. One of the most important things to consider as you’re developing your brand strategy is that your words live online for a very long time. Everything you do online needs to further communicate your brand message. In terms of three different websites, I’d make sure you have a clear callout (or popup) that tells visitors as soon as they get to each site that if they’re looking for one of your other sites, “click here” or something similar. This should send visitors in the right direction immediately if they accidentally stumble on one of the other sites. In fact, it would probably be a good idea to have a callout above the fold that gives this message on every page if you’re very concerned about the wrong messages getting to the wrong people.

By: Rob

Rob — Sat, 12 Apr 2008 15:43:40 +0000

Thanks, Susan, for your invaluable input. I’m leaning towards creating three separate websites because the target markets are so different:

My corporate clients are very oriented towards solutions and measurable outcomes.

My personal coaching clients are often students of metaphysics, self-help, etc., so they expect a “softer,” holistic approach.

My third client base is younger and looking for something edgier. This is a market that responds to irreverence and humor.

The main challenge for me is that even if I create separate sites for each market, potential clients can see all my sites by Googling me. Bottom line: I’m concerned that business leaders will be turned off if they see my other sites, and vice versa.

Sometimes the omnipresence of Google can be a curse!

By: Susan Gunelius

Susan Gunelius — Sat, 12 Apr 2008 15:03:26 +0000

Rob,

Without knowing anything about your business, I’ll mention the three options you can take with your webiste.

1.) You could have a single website landing page with prominent links to separate sections for each client base.

2.) You could have three separate websites that you advertise in your three completely separate markets. If you have concern about different markets having easy access to the different information you advertise to each group, this might be the best way to go.

3.) You could use one landing page (as in #1) and password protect (with registration required – a great way to build the email list) some pages to keep that information away from certain audiences.

In terms of marketing literature, separate materials that speak directly to each target audience would be the best way to go. The printing costs will be higher, but the ROI should make up for it.

By: Rob

Rob — Sat, 12 Apr 2008 14:52:22 +0000

Fantastic information, as always. I’m currently facing a branding issue of my own: As a consultant/coach, I have three primary client bases that don’t necessarily overlap (for marketing purposes, anyway). I work with CEOs and organizational leaders, individuals seeking life changes, and individuals who want an aggressive transformation program. I have very specific branding ideas for each, but don’t know if I should have three separate websites and sets of literature. My branding message for each is very different. I would appreciate any input as I work to sort this out.

By: Susan Gunelius

Susan Gunelius — Sat, 12 Apr 2008 00:34:53 +0000

Thank you, Bridget and Addy. I’m glad you both enjoyed my post at BizChicksRule.

By: Addy Coleman

Addy Coleman — Fri, 11 Apr 2008 16:24:13 +0000

I second that, Bridget. This is a very good read with excellent insight.

By: Bridget Wright

Bridget Wright — Fri, 11 Apr 2008 01:44:57 +0000

Readers, if you get a chance, do stop by and read this GREAT post written by Susan. You’re sure to enjoy!