Internet Marketing Ideas; Building a Brand; Steps 5, 6

Step 5. – Designing your Logo

A logo is the graphic design that conveys your brand name and character in your marketplace. The best logos are unique, simple, and strong representations of your brand. Your logo is the face of your organization.

Keep it simple. It needs to be recognizable on your business card, brochure, website, letterhead, vehicle signage… even company uniforms.

A wordmark turns your band name into your logo by presenting it in a unique type style, often with an artistic element that adds flair. Should be easy to read and distinctive.

A lettermark turns the company’s initial(s) into a brand symbol. This is good if you feel your name is too long.

Brandmark or symbol, as in the Apple, Nike Swoosh, Mercedes, Red Cross, Circle K, Target. A brandmark should be a representation of the business name, offering or promise.

Design Elements
Font or typestyle – that matches the character of your brand.

Color scheme – Establish a color scheme that differs from the color scheme of your competitors. If your brand is professional, choose colors that are subdued and cool, blues, greens, grays. If your brand is more lively, choose colors that are energetic; yellow, red, orange.

Shapes and sizes – Keep in mind that your logo has to fit on a business card, so keep the elements simple.

Putting your logo to work

Apply it consistently to every communication that carries your name into the marketplace; business cards, brochures, website, presentation handouts, letterheads… even social media.
Your logo should appear exactly the same every time it is reproduced – no exceptions.

Step 6. – Creating a Tagline

Great taglines have common attributes;
It’s memorable, easy to remember
It’s short, as few as 10 syllables
Easy to tuck alongside logos and short enough to add to a voicemail greeting
It conveys what makes your brand different; “We try harder”, “Your hometown Realtor”, “Pepsi, the next generation”
It doesn’t work when linked to a competitor’s brand name
It reflects the brand’s identity, character promise and personality.
It’s believable and original.
It invokes positive feelings
***It adds meaning to the brand name without repeating any of the same words or concepts

EXAMPLE:
“Think Big, Market Smart!”

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March 1, 2026March 1, 2026

Internet Marketing Ideas; Building a Brand; Steps 3, 4

Step 3 – Putting your Brand into Words

Your vision statement is your ultimate dream; your mission is how you’ll achieve your aspirations.

Vision Statement
Ask the questions:
1. Why drives you to get up and go to work in the morning
2. What GOOD do you want to affect in your world
3. What ultimate benefits do your products and services deliver

EXAMPLE:
“I understand the struggle that small businesses have getting the word out. Learning how to market your business on the internet levels the playing field between big business and the small business owner.”

Mission Statement
Includes:
1. The products or services you provide
2. Who you serve
3. How you are unique
4. What benefits or greater good you promise

EXAMPLE:
“With over 25 years of sales and marketing experience, Lynn Albro understands the sense of urgency and the complexity of marketing on the World Wide Web. Working with small business owners, she provides cost effective training, coaching and premium services, helping clients to establish an internet marketing presence that generates sales of products and services.”

Business Promise Statement
For Example my promise statement should include how to:
1. To find cost-effective internet marketing tools
2. To learn how to use those tools to the best advantage of a small business owner
3. To train and coach a client in these tools providing effective time management during the learning process.
4. To stay current of the most effective internet marketing techniques and tools

EXAMPLE:
“Lynn Albro’s primary goal is to provide training and premium services to small business owners who rest assured that they are getting cutting edge and cost-effective internet marketing solutions that will generate sales of their products and services.”

Brand Character Statement
Must be an accurate reflection of your business vision, mission, values and promise.
1. Review your vision statement and refocus on the highest aspirations of your business.
2. Review the top values you support
3. Review the promise you make in your marketplace
4. Based on your vision values and promise, write a one-sentence brand character statement.

EXAMPLE:
“Our brand is professional, a trait we reflect through brand expressions that are full of cutting edge information and thoughtful insights.”

The Brand Identity Statement shrinks all your thoughts about your business mission, values and promise into a concise statement that defines what you do and how you differ from all other similar solutions, and what you pledge to deliver to those who deal with your business.

Include;
1. The 3 things you want people to know about your business; What your offer, who you serve and how you’re the best at what you do.
2. Your point of difference – how you do it differently and better than anyone else.
3. Your business promise.
4. Your brand character or personality.

EXAMPLE:
“Lynn Albro promises small business owners that they can count on us for simple, cutting edge, internet marketing solutions delivered in a professional and easy to understand manner, both visually and in written training guides.”

NOTE: It is important to write down this brand identity statement and commit to it before going forward. Remember, a Brand is a promise.

Step 4 – Naming Your Brand

The right name distinguishes you from all other businesses, and ideally, it establishes your personality, brand character, market position and the nature of your offering.

Names like Apple, Google, Amazon and Yahoo are brands that don’t convey promises, however, their brand management programs have invested awareness building that inject the names with meanings in the consumers mind.

Names like Internet Explorer, Dunkin’ Donuts, Mail Boxes, Etc. instantaneously convey their brand purposes.

The smaller your marketing budget, the wiser you are to settle on a brand name that automatically conveys your brand essence.

Jiffy Lube service centers
DieHard automotive batteries
Terminix pest control
Lean Cuisine entrees
Coppertone suncare products
Seattle’s Best coffee
Ziploc storage bags

Picking your Brand Name
List the attributes you personally want to reflect in your Brand
Look for inspiration by going to places your target customers hang out
Check out magazines that your customers are likely to read

Narrow your list to the best options
1. Does the name accurately depict or support your brand image
2. Is it easy to say, and easy to spell
3. Is it unique
4. Can you protect it
5. Do a keyword research

Screening to see if the name is already taken
1. Conduct a preliminary online search for the name
2. Search your state’s database of registered name
3. Check with the United States Patent & Trademark office – www.uspto.gov, search trademarks
4. Do a domain search

Trademark the name
1. Register your business name with government offices in your local market area.
2. Get more information on U.S. trademarks: www.uspto.gov
3. Patent offices throughout Europe: http://www.epo.org/
4. Establish a trademark in a number of countries: www.uspto.gov/
5. Locate an attorney specializing in intellectual property

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March 1, 2026March 1, 2026

Internet Marketing Tips: Building a Brand, Steps 1, 2

Building a Brand; First determine the qualities of an ideal client and then write a clear description of this target market.

Step 1 – Determine your target market

Here is the definition of ‘target market’ from the Entrepreneur Encyclopedia:

Try to describe target market with as much detail as you can, based on your knowledge of your product or service. Rope family and friends into visualization exercises to get different perspectives-the more, the better. For instance, ask your family and friends to describe who they think may be your ideal client.

Ask yourself the following questions to help you decide who your target market is

Are your target customers male or female?
How old are they?
Where do they live? Is geography a limiting factor for any reason?
What do they do for a living?
How much money do they make? This is most significant if you’re selling relatively expensive or luxury items (like real estate). Most people can afford a candy bar. You can’t say the same of a house.
What other aspects of their lives matter? If you’re launching a roof-tiling service, your target customers probably own their homes.

Step 2 – Describe your Target Market or ideal client.

Keep it short and simple:

“My ideal client would be a small business owner, between the ages of 25-35, with some college and an established career, and the live in the Modesto, CA area.”

Thank you for reading these Internet Marketing Tips. We look forward to your questions and comments, feel free to add your thoughts in the box below. SUBSCRIBE below for the Marketing Newsletter and we’ll email you a newsletter on the first of every month talking about the latest in internet marketing techniques and the things that may be holding you back from growing your business.

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March 1, 2026

Get your Website on the First Page of Google with Written Content

There are so many ‘moving parts’ when it comes to getting your website on the first page of Google, and the rules change all of the time… However, any effort you put into driving traffic to your website will pay off.

Let’s start with the importance of written content.

Google likes to index fresh, quality content on a regular basis. Currently most of you have what is known as a ‘brochure’ website – for example: About, Services, Meet the Team, FAQ, Contact.

Beyond the 5-page brochure – it is important to add relevant, keyword rich and well written content at least once a month, once a week is better, and 5 times a week is even better.

Your website has been set up using the WordPress platform, with a simple blog format for adding all of this fresh content.

Personally, my goal is to add one piece of fresh, original content a week, and 3-4 more relevant ‘curated’ articles through-out the rest of the week (more about curated content later).

Google likes to lots see of written content. This content should be:

Focused on one or two keywords
At least 60% of it should be fresh, original content
Correctly spelled with faultless grammer
Simple to read with lots of open white space, headers, and bullet points
Attractive, with relevant images that capture your visitors attention and boost the message of your content, imploring visitors to read on
Exactly what people are looking for when they find you site while using the search engines
Search Engine Optimized (SEO), so that the content will be indexed to attract visitors to your website
Writing SEO Content
Every article you write should include the site concept (or main category) keywords at least 2 times per 100 words.
When getting ready to write articles, pick out the keywords with the best potential to write about first.
When writing content, use your chosen keywords 3-4 x’s per 100 words; in the title, in the meta description (200 characters max which should also be your first sentence and behind every picture.
Be careful not to use any word more than 6 times per 100 words
Every time you use a keyword in the content – convert it to italics, or bold it. Be sure to use Headings 1, 2, & 3.
KISS – Keep it [the content] Simple Stupid. Simple and plain, almost outline form with bold lettering, heading fonts and bullet points.
Write short punchy sentences, 8-10 words.
Keep the paragraphs short, no more than 4 lines. You want to see lots of white space.
Double space after each paragraph.
Always install at least one picture, something that tells the reader at a glance what the article is about.
Write a keyword description in the Alt Tag, and Image description.

March 1, 2026

Internet Marketing Tip; Write an EBook with Viral Potential

Writing an e-book is a great way to establish your expertise, and, it is also a powerful real estate marketing idea. If you are thinking of investing your time in this type of activity, it is important to plan for success. And, if success triggers a viral response – tons of traffic will arrive at your website.

So how do you plan for success (and a viral result) when writing an e-book?

Tailor the Content

First you need to walk in your prospects shoes and determine what problems they are having. Write your e-book focused on solving these problems, and, if you want it to go viral – don’t write about your products and services.

Carefully craft a title that grabs the reader’s attention, then, add a subtitle that describes what the content will deliver.

Grab your reader’s attention by opening with a story. Add more stories and examples throughout and include elements of struggle, argument, conflict and problem solving. Make it snappy to keep the readers interest.

It’s a good marketing idea to write in a conversational style, with short paragraphs and lots of white space. Make it easy to read, fun and entertaining.

Personalize the Look and Feel

Present your e-book in portrait. There are a couple of reasons for this – first of all, almost all of your content should show up on the screen without the reader having to scroll down. And, it signals the reader that something different is being presented.

Include graphics and images in the text and change the color of the background (to a light gray or cream color). Graphics and images send a message to the reader about the content, and the colored background indicates that the content is not boring (as in white pages).

E-books can be as short as 10 – 12 pages, or as long as 50 – 60 pages (if it is well organized and easy to navigate). However, if your e-book is on the long side, it’s a good marketing idea to present your information in a couple of e-books, maybe even a series of e-books.

Pay attention to the details

If you want this e-book to go viral, offer it for FREE, no list building or lead capture systems here. It should be easy to access and easy to share.

Consider hiring the services of a professional editor to help you through the process. And, have the e-book cover professionally designed.

Create a landing page so that people can download your E-Book, and add a Creative Commons license on the content so that people know they can freely share your copyrighted material.

Promote like Crazy

Finally, promote the e-book like crazy. Make it available at all of your social networking sites, a widget on your blog, link to it on your email signature, alert fellow bloggers, add it to e-book directories, create a short video and blast the video out to all of the video directories.