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How to Bring a Brand Back to Life on the Web

By: Thomas Young

A great question is posed by one of our Podcast listeners: “How to Bring a Brand Back to Life on the Web.” Simona from Milan Italy wants to know how to revitalize a brand through the Internet with a minimum investment. She gave the example of cookie maker Lazzaroni (www.lazzaroni-ita.com).

If your company has history and many loyal customers, then bringing a brand back to life on the Web is a great opportunity to build on that history and drive growth once again.

Here are a few steps to bring a brand back to life on the Web:

  • Cover the basics of Web marketing first.
  • Time and legacy can be the most valuable parts of the online brand.
  • Know the trends in the industry.
  • Get back to the basis of branding and positioning 101.
  • Website branding and messaging supports all marketing efforts.
  • Understand the changing market place (get research done).
  • What remains in the old brand and what should change?
  • Tap into social networks, like FaceBook and Twitter.

Can all this be done in a cost effective manner?

  • Yes, if you are smart with your research budgets and time.
  • It will take time, but not always money.
  • User testing is a great cost effective research tool.
  • The challenge will be getting the right people and brains on this project.
  • Take a look at the Wonder Wheel and Timeline in Google search results.

What are the key action items for the listener?

  • Look at your stats and conduct user testing to research the new marketplace.
  • Use WordTracker and Google tools to research the online markets.
  • Talk to new target markets and conduct consumer research.
  • Expand geographically and across demographics.
  • Tap into social networks and get feedback on the brand.

Thomas Young

This podcast is available on iTunes.

Author profile

Thomas Young is the CEO and Founder of Intuitive Websites. He is a consultant, award winning Vistage speaker and author of Winning the Website War available on Amazon. Tom has helped thousands of companies succeed online and has over 20 years digital marketing experience.

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