Online Marketing: What’s Your Branding Power?


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Posted by: Gabriella Sannino

Online marketing is more than “selling a web presence”. Writing about Online Marketing: What’s Your Branding Power? is a combination of several disciplines, including optimization (search engine and conversion), copywriting, strategic content development and much, more. No matter what type of campaign you embark on, you have to keep the power of brand in mind.

Actually – you have to keep the power and the story of brand in the very front of your mind.

Fresh Ideas

Brand Character

Have you heard that saying, “Character is what you do when no one is watching”? Well, brand is sort of like that, but it’s more like, “Brand is what you do when you think no one is watching, but in reality everyone is, and your bottom line is going to take a hit for that really bad PR move you just made.”

Now, maybe you’re thinking, “I didn’t make a bad PR move. My public relations are just fine.” Well, that’s what McDonald’s thought… and Toyota… and Woody Harrelson.

The fact is that, no matter how bright and shiny you think your brand is, its character may be more tarnished than you expect. Unfortunately, the only way many companies find out the depth of distaste is publicly, once it’s too late to back out.

While you really can’t please everyone all the time, there is something you can do to “put a little spit and polish” on your brand character’s halo.

Develop the ultimate brand message guide.

First, this exercise isn’t as simple as writing out a sentence, or even a paragraph. Throughout the life of your business and online marketing efforts, you’ll be developing content, creating social campaigns, building links, drafting meta descriptions, page titles and so on. Depending on your industry, you may publish case studies, white papers or ebooks. You might create infographics, videos and podcasts.

What’s Your Flavor?

In other words, you’ll have plenty of opportunity to deliver a positive brand message, or destroy the one you have. With this in mind, your guide will be in depth documentation on your brand. You’re creating a document that will be the ultimate resource for your entire team of marketing professionals to follow.


This document should contain things like:

  • The ways your company/brand should be referenced in all outgoing material (i.e. BrandMessage, Brand Message, brandmessage, BM).
  • Guidelines for images.
  • Guidelines for videos.
  • Guidelines for written content.
  • Guidelines for website development.
  • Guidelines for social activity.
  • Contact information for the company’s Editor in Chief. This should be the person’s main job – to look over every piece of content that goes out.

Create a master content development guideline.

A Friendly Maze

A master content development guideline doesn’t cover “what’s being posted where”, because that information changes depending on technology, available sites and company growth. A master guideline answers issues such as:

  • Chain of command in the content development department
  • Process of content creation for each type of content
  • Pre-post checklist for blog post scheduling
  • Editorial calendar
  • Author bios, verified and approved by chain of command
  • Minimum and maximum word count
  • Clearly defined descriptions of the company’s activities
  • Calendar for updating, recycling, repurposing content

Create a master brand guideline.

Your brand includes things such as logos, colors and tag lines. You can’t afford for these things to get skewed by an overeager intern. How do you combat this? By developing a master brand guideline. This document contains:

  • All approved sizes of the company logo, including black/white and color versions.
  • All approved colors, along with hexadecimal values.
  • Company and CEO bios, verified and approved by chain of command
  • Trademark information (if any)

Changing With Your Company

Consistency is key

Now, your company may not have services. Your company may have products, and thousands of them. How does that work to keep your brand’s power growing? How do you add/change the documentation we’ve outlined to support that growth?

Well, you know your company best and, as we’ve said countless times before in regards to optimization, “There’s no cookie cutter solution.” The same applies to all aspects of marketing. Therefore, you have to be willing to put in the thought it takes to tweak the guidelines so they fit your business.

For example, if you have thousands of products, a master guideline on how these products should be displayed would be helpful:

  • What backgrounds are to be used with the product images?
  • How big should the images be?
  • Do you put your company name in the corner, just your logo, or nothing?
  • Are the product images on the left, or the right of the page?
  • What’s the allowable word count for product descriptions?

Social media activities are another example. If your business is highly active on Twitter, a good master guideline would be what formats are allowed for links, or the approved hashtags. As a hint, having a specific set of hashtags (#) to be used makes social tracking much, easier!

Unlike the documentation you’re about to create, this article is a brief guideline, just to give you a starting point. The key is to make whichever documentation you create as in depth and useful to your marketing team as possible. Providing a unified front in all your online marketing efforts is the best way to keep your brand power going strong!

Comments (9)

  • Avatar
    David Christian-Woodruff Reply

    Whilst I would agree with this in principle, that being having guidelines to structure the content and general output of a business, surely having a little freedom to push the boundaries of the business and try different things is what eventually will make it work for the better. If you rigorously stick to guidelines, you’ll never have the opportunity to learn from mistakes and also learn what will work for you over the course of time.
    This same issue also relates to changing times, would you have to re-write a whole set of guidelines for everything as soon as something, and every time something, changes in the market?
    Like I say, I understand the point and agree in principle that people do need a structure to follow lest they make fatal errors the are detrimental to the company, however allowing for some freedom surely is a good thing. Perhaps I’m just too trusting that everyone has a reasonable level of common sense…

    April 16, 2012 at 1:43 am
    • Avatar
      Gabriella Reply

      Great comment, David, and good point. Yes – there should be some allowance for flexibility in your planning and brand guidelines. However, I’m sure you’ve heard the saying, “Common sense isn’t common.”

      Here’s the deal, at least in my mind. If you want to allow flexibility, then you need to hire people with “common sense” characteristics in mind. Too often, businesses get in trouble because they go towards the flexibility without paying attention to the type of individuals they hire.

      Plain and simple, if you’re going to give freedoms to your employees, you have to make sure they’re capable of the responsibility, and care as much about your brand and company growth as you do.

      As always, thanks for taking the time to comment!

      April 16, 2012 at 11:55 am
  • Avatar
    Mark Reply

    From a marketing perspective… This article really drew me in..

    The content was good, but the use of vibrant color keeps the focus to go on reading.

    The fruit graphic to lead in, got my interest.

    The followup with the ice cream cone/ ices graphic was another. Plenty was discussed already regarding content, so I wanted to let you know my impressions on your pictures, which certainly helped the article.

    April 16, 2012 at 1:15 pm
    • Avatar
      Gabriella Reply

      Thanks Mark, I appreciate your input.

      April 17, 2012 at 8:10 am
  • Avatar
    tyrone Reply

    I truly understand that all these branding and content factors really affects your impact on the people that your company encounters and some potential customers can be attracted by the convincing power of your web content alone. I believe that your blog content must convey not only the facts about the product or service that your company offers but also the the emotion on how you convince these people that they should choose you, or your company..

    April 16, 2012 at 1:15 pm
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    Greg Harvey Reply

    Great article! Right on the money. Kind of like “if you don’t have a destination any road will get you there.” I will be book marking your site for more like this.

    April 16, 2012 at 1:20 pm
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    Gordon Reply

    Brand is everything that you do… No matter the media you use to promote. No aspect of your brand should be neglected. If you have a blog the content should be great. If you use video it should be high end. Social networking the same. Brand, is brand, its all about the brand

    April 18, 2012 at 6:37 am
  • Avatar
    Danny Reply

    Good article David,

    You make some good points to consider. I look forward to future posts

    April 25, 2012 at 1:59 am

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Online Marketing: What's Your Branding Power?