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Spinning a Better Brand on the Net

We have all done it. With one quick look, a few exchanged words, and a gut feel, we instantly size up people that we meet. Like the other day when I met a gentleman who was to later become my speaking coach. From the moment I saw him, I sensed he was a very man of great wisdom. He was a tiny, older gentleman who reminded me of George Burns. When this man spoke to me, his words exuded his masterful power and brilliant business sense. I got a warm feeling just by talking to him. Even though I had just met this man, I respected and trusted him. When later he shared that he was a speaking coach, I instinctively knew that I wanted to do business with him.

Just as people make impressions when they meet you, they similarly size up your company when they visit your web site. According to Paul R. Gudonis, chairman and CEO, of Genius Inc., "More than 500 million people around the world are now connected to the Internet either at home or at work, and tens of millions more are coming onboard." With that kind of potential exposure, your web site should shine like a star on the Hollywood Walk of Fame, dazzling and delighting visitors with your personal brand.

Your web site acts as a silent salesmen for your business. Knowing this, wouldn't you want to "dress" it to WOW customers? In the blink of an eye, visitors determine who you are, if they like you, and if they want to do business with you. Is your web site creating the impression you want to your audience? It's time to take control, brand your web site, and capture the hearts and minds of your customers. Here are some tips for communicating your personal brand effectively on your web site.

* Speak their language * Know your audience. If your customers are techno wizards, then feel free to use the latest industry jargon. But if your audience geared towards the average American, then keep the language simple. Take a tip from Oprah who gears her shows to be at the level of an 8th grader.

* Paint a picture of your values * McDonald's has always given generously to the community. On their web site, the share their brand promise, "We're not just a hamburger company serving people; we're a people company serving hamburgers." Do you state your promise on your web site? Do you stand behind your product with a guarantee? Do you share your vision with your customers? Take a lesson from American's #1 fast food restaurant and share your mission on your web site. http://www.mcdonalds.com/corporate/promise/index.html

* Put your name on it * Publicity guru Bill Stoller's web site really reflects his personality. Note that his web site logo has his signature right on it. Clever brander's will place their name right into their business. Remember Charles Schwab, Lillian Vernon, and Mary Kay? These are personal brand that became household names. Check out Bill Stoller's site at http://www.publicityinsider.com/circle.asp.

* Tell your story * Talk about an amazing story, Bill Stoller unfolds the details of his experience at the White House on the fateful day when President Reagan was shot. What a compelling story to share. From reading his biography, we get a real sense of who Bill is, how he got into business, his personality, and his savvy business sense. Telling your story on your web site is a powerful way to get people to really connect with you.

* Give it your personal sense of style * Your web site should make your visitors say "that is SO you!". Nobody does personal branding better than Oprah! Everything from the soft colors, to the spirited language, to the imagery on her web site oozes with Oprah's essence! You know that you have communicated your brand well when people start using your name as an adjective. I would definitely say that the Oprah web site has a very "Oprah" quality about it.

* Add a slogan that sets you apart * RE/MAX has a reputation for being one of the leaders in the real estate industry. They are known for having some of the hardest working, most knowledgeable agents in the market. When you visit their web site, (http://www.remax.com) you'll see their slogan "Outstanding Agents. Outstanding Results". Adding a slogan can immediately differentiate you from your competition by answering why a customer should choose you over the competition."

* Create a sense of belonging * An online newsletter can act like a note from a trusted friend. It lets you stay in touch with clients, builds rapport, and builds a sense of community. When you create a sense of connection, your build a relationship with your audience. That's why Oprah's book club is such a huge hit. Other ways to add interactivity are featured chats, discussion boards, and discussion lists.

* Give generously of your wisdom * Placing articles you have written on your web site lets customers see your expertise and get to know you. It attracts presold clients who are ready to do business with you. Business coach Philip Humbert has put this into practice on his web site, www.philiphumbert.com. He offers top 10 lists, newsletter archives, and free ebooks on his site. By extending the gift of value, he builds trust and credibility in the minds of his audience. Because of this, his subscriber base is very loyal. When Phil recommends a product, they take it seriously, and he profits richly.

* Sing the praises of happy customers * Burt Dubin is a legend in the speaking industry. He has trained hundreds of fledglings to become lavishly paid speaking professionals. When you hear the overwhelming satisfaction of the speakers who Burt has helped to be highly successful six figure income speakers, it adds a lot of credibility. Read the glowing words of his customers here and you'll see what I mean: http://www.burtdubin.com/testimonials.html

* Give your site the branding challenge * Is your web site a reflection of your personal brand? Perhaps you are too in love with it to be an accurate judge. Why not ask a friend, associate or client to take your web site for a branding test drive. Ask them, "What do you get from it? Does it differentiate you from the competition? Does it reflect your personality?" By sharing your unique brand voice on your web site, you'll attract greater success.

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