The importance of good brand development
Dear people who want nice Web sites that will make you famous and bring in lots and lots of money:
Know what you’re doing.
Before you start a big project like a Web-based business, know what you want to accomplish and take the proper steps to get you there. It helps if you’re business offers something new and exciting that’s actually appealing to either a very diverse group of people or a very small micromarket. If you decide that you’re actually offering a decent service or product, figure out the best way to market yourself.
• develop a brand
• register a domain
• build your Web site
• set up a Twitter account
• make sure your books are in order and you’ve taken care of all your legal obligations.
As far as the branding/Web site bits go, make sure you know your audience/target market. If you don’t have experience with identity development and design work, get second (third, fourth, . . . , 200th) opinions and/or hire a professional. Professionals will help you make sure your brand is actually appealing to the people you want to appeal to, and they’ll make sure your logo and/or brand name is sending the right messages. It’s very important that your brand name/logo doesn’t have any alternate meanings or implications that could turn your potential customers away from your brand. Make sure there aren’t any racist/sexist/whatever-ist undertones. Be cautious of unintended double-meanings – look up your name on Urban Dictionary and check URLs that are could be confused with yours to make sure you aren’t accidentally sending your clients to any competitors or unsavory 18+ Web sites. Don’t decide on a logo with pink hearts all over the place if you’re trying to appeal to teenage boys.
You get the idea. Just don’t do anything that could turn away prospective clients, and try to appear professional.
