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Pro marketers have a secret. The key to successful e-commerce is great branding.
A great brand means more than a snappy domain name, but in today’s web-savvy marketplace, your domain name is the start for the whole gamut of your marketing endeavors.
Your domain name should be short, memorable, and easy to pronounce. Marketing pros suggest five to ten characters, with the shorter, one-or-two-syllable names being preferred.
Brand equity is the capital you build up on the basis of your domain name. That capital accumulates from giving your customers a pleasant experience with every contact they have with your brand. Their loyalty forms the bedrock of your brand equity.
As the name suggests, branding began with the physical branding of property to mark ownership. After the industrial revolution, attentive manufacturers discovered they could differentiate themselves from other manufactures, particularly in commodity markets, by metaphorically “branding” their products. They then discovered what is today common knowledge. Give your customers consistent quality, and you’ll grow their loyalty.
When manufacturers began to advertise their brands, they discovered something more. Over time, your brand acquires a “personality.” Consumers relate to your brand as they would to a person.
In today’s crowded markets, it’s more vital than ever that you establish this personal relationship with your customers. A personable brand cuts through the clutter. Your demographic notices you and becomes your customers. Your customers remember your brand and recommend it to their friends.
In the Internet world, additional considerations apply above and beyond those of the bricks-and-mortar world. Marketers call this specialized area “digital” marketing. With so many offerings available at the click of a mouse, differentiating yourself assumes even greater importance. Your brand becomes more critical than ever before, and branding acquires extra dimensions. How do users of social media perceive your brand, for example? Do your product and your brand lend themselves to an affiliate program? These are questions that did not exist before the digital age.
The scope of branding is greater than ever before.
And it all begins with a great domain name.