Branding v. Brand Experiences

Posted by Rowland on July 24 at 9:14 PM First, let's establish that your brand experience is on your website, but branding probably happens off of your website. Said another way, your audience probably knows what they want from you in some shape when they are on your website, but off of your website they may not and encountering your brand for the first time. On your website, conversion and retention of your audience. Off of the website, acquisition and driving traffic to your website.

So branding sits in distinction against Google or search marketing. Search marketing works to attract an audience that knows they have a problem, such as: I need to find a hair salon in Hong Kong. But if I am trying to create awareness for Hong Kong as a good place to vacation, I need to start creating awareness for Hong Kong before someone types “Hong Kong vacations” into that search box.

Brand experiences are on your website. Branding happens when someone new discovers you.


Topics: advertising, branding, interactive        SHARE: