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Websites come and go and they come in all sizes, shapes, and colors. One of the great questions of the Internet is what makes a Website interesting and valuable. We here at the Goldbot Agency have tried to address that question with our clients. We feel there are five points to consider when establishing a brand on the Internet.

FIRST, you must have a business purpose that fulfills a specific consumer need. The market you compete in doesn't matter if you bring some special fulfillment to that market other businesses don't offer. For example, in a local contractor market you might find more demand for expert skills than there are skills available. In a national market you may find demand for an alternative to an already existing, well-established product.

SECOND, you must be ready to create demand for your unique selling points. Sometimes it's not enough to be able to fulfill a consumer's needs. They may not understand why their current choices in the marketplace are not the best for them. A brand establishes itself by setting itself apart from its competitors on the basis of price, quality, service, delivery, and support. Even if you just sell batteries you have to show your customers that you put their needs first. Some of the best brands were started by people who were frustrated with the existing market leaders' failure to address customer needs and concern.

THIRD, you want to create a memorable name for your business. Many people invest too much hope in buying keyword-rich domain names, thinking the search engine keywords are more important than the brand name. You want a Website that is named for your brand, not a brand that is named for a popular keyword. The brand will become a popular keyword when it is successful.

FOURTH, you want to share your customer experiences openly. This is important to establish trust and rapport with the online audience. People will surely talk about your brand regardless of whether they like it or hate it; but most of what they say will never be heard by many people. You can elevate your customer voices by celebrating their joys and supportive statements. A true brand recognizes that it is in a business partnership with the customer.

FIFTH, you need to be fearless. Brands are kings in their own domains. They do what they need to create the customer experience that works best for as many people as possible. Experimenting with your marketing, your product/service, your delivery, and your support is critical. Be responsive to criticism by building better processes for addressing customer concerns. The worst thing you can do is put off your customers because they are asking for things that are scheduled two years down the road.

There is really no secret formula for creating a successful brand. It's all done out in the open through hard work and experimentation. Every brand makes mistakes both as it grows and when it has matured. You must be willing to learn from your mistakes. Never dig your heels in and stick to a bad idea. Sometimes the brand moves in directions you didn't foresee.

With these points in mind we have helped customers create high value Websites and customer experiences. And they are well on their ways to success.

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