Design As A Branding ToolWriting by Nick Stamoulis on Sunday, 9 of December , 2007 at 2:19 pm
Typically, when you hear marketers talking about Design and branding, they’re not connected. Sure, you can brand yourself online. You also need to Design your website. But did you know that you can use your Design as a branding tool?
It’s true. The most effective elements for using Design as a branding tool include:
Your domain nameAnchor textAlt tagsH2 and H3 tagsTrademarked keyword terms
I’ve talked about each one of these before, except for the last one. Just to review, a keyword-rich domain name can brand you. It also gives you a tiny edge over the competition. Of course, anchor text is always useful for Design, but for branding? If your brand is keyword-rich to begin with, yes. H2 and H3 tags with keyword terms in them make your content stand out more. Add a color that becomes a part of every tag and you’ve got instant branding. Alt tags - same deal. Use your keywords.
Consider Design’s PageRank algorithm. It’s trademarked. Any idea why? Because it’s a branding term. Now, page rank isn’t trademarked because it represents an idea behind the PageRank trademark. That’s what makes the trademark such a powerful branding item for Design. It’s based on a popular keyword.
Of course, you can’t trademark a keyword. But you can trademark a branding version of a keyword. Let’s say, for instance, that you are a salad chef. Your most popular keyword phrase is salad chef. You can’t trademark the keyword, but you can trademark SaladChef as a variant of the keyword and use it as a branding item. Doing this prevents anyone else from taking the same variation and using it to capitalize on. It’s a powerful branding technique. Try it!
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