Success depends in great part on brand; image is
everything and popularity determines access to new markets and opportunities.
While most recognize the importance of monitoring what people are saying
about their company, most responsible for website success do not take their
brand promotion (including the products services offered up by the enterprise)
to vertical markets with the same emphasis as they do with the brand they have
created and invested so heavily in.
So how do you brand on a personal or project level? It's an obvious
investment of time but start by creating content (you probably already do but
don't realize it) for specific use in micro-campaigns for individual products,
issues, events, problems, solutions - the list is limited only by your
creativity. Make a video about how to use your product, take photos of your
employees or coworkers, take screenshots of how your software works, and of
course blog about everything that happens. Once you have the content, organizing
and considering the effect of social bookmarking, you are populating the Web
with the content that both establishes and support a brand.
Share this kind of content with photo sharing sites (the new
Yahoo! Photos or its
video portals and directories and on your own blog! Personal and project
branding online is sustained only by commitment to it, but the dividends that
will result can be motivation enough. While it's often realized only long term,
it's an investment that everyone should consider if they are serious about