How often have you visited a site directly without having to go through Google? If you have, then those sites have successfully managed to create an authoritative brand online, such that you didn’t feel the need to search for them but instead to go directly to their site.
Having an authority site that people respect will mean you’re doing things that will invariably also help with your SEO efforts. Search engines like Google and Bing go beyond just looking at links and also look at certain credibility factors, like how and where you’re mentioned online. Being mentioned on prominent sites online will only happen when you’ve established a certain amount of authority. So building an authoritative brand online is important if you want to be successful online.
Foundations: Building Your Brand
To start with, you need to get the fundamentals of your brand firmly established. These are some of the most important things to do to build a strong foundation for your brand.
In order for people to trust you, you need to prove yourself as an expert. Teach people things they didn’t know before; and make sure it’s not just rehashed content. Share things you’ve learned from personal experience.
Some say success on the internet is all about trust. Trust means people know who you are, they trust you to deliver on what you say you will and they trust your character. They need to believe that you’re looking out for their best interests.
Have a Consistent Message
You can’t build a brand if you’re always flipflopping on your message. This is one of the main reasons why McDonalds’ brand today is so poor: They started as a family restaurant, then “loved to see you smile,” then at one point even tried to brand themselves as healthy by offering salads. In reality, McDonalds’ brand is unhealthy fast food, in part because they didn’t manage their brand consistently.
Helping others solve problems is a surefire way to build your brand. If people are having trouble finding deals on hardware, point them to a resource. If people are having trouble using a new marketing tactic, do a special post. Figure out what people’s problems are and help solve them.
Let Yourself Show Through
People love it when real personality shines through. Don’t be afraid to say what you’re really thinking and to say what’s real and authentic. There’s a ring of truth that people can hear when you’re showing your real personality. That ring of truth helps build trust and establishes connection.
Help Others Succeed
Go out of your way to help not just your customers, but other business people. When you help other people succeed, they’ll return the favor at some point in the future.