Tuesday, July 26, 2005

Branding and eBay - How to Take Your Store or Niche to the Next Level

I receive a newsletter from MarketingProfs that’s consistently good. One of the articles from today’s issue talks about branding, that consistently confusing topic. It’s called How to Talk to Creative People About Branding by Steve McNamara. Check it out if you’d like to read it in its entirety.

Some highlights:

“Like a person, brands have relationships, and these relationships evolve, for better or worse, over time, and need to be constantly nurtured.

“Relationships can be divided into one of three stages. Stage one, you want people to notice and recognize you. It's like, 'Hey, here I am, look at me!'

"Stage two, you want to get acquainted, you want people to know you. 'You're going to like what we can do together.'

"And stage three, you want people to love you. 'This is such an important relationship, let's stay together forever.'

“And like a person, brands have visual characteristics, sounds, personalities, and ways of relating to, or interacting with, the audience.”

We cover branding as it relates to eBay sales in The 7 Essential Steps to Successful eBay Marketing. When you’re selling on eBay, things are a little different, though. You’re not driving a big, bold Procter & Gamble type brand. You focus in on a much smaller niche, with far fewer customers. These branding concepts do apply, however. Once you’ve figured out how to communicate with eBay customers by using benefits, dreams and sound design concepts, branding on is the next step in the evolution.

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