The optimal brand message and positioning is something so simply fundamental, and yet simultaneous difficult for companies to identify. Part of it is that it’s just plain hard for people to get outside of themselves and look in. I mean, how many of us can easily and well describe ourselves in 30 seconds? And sooner or later there are surprises when we discover how others view us or our companies.

 

One of the most important roles of marketing and branding is to identify not our descriptions of ourselves, but what our best audience is seeking (when we can provide it). As a search engine marketer, I emphasize keyword analysis as critical to this this discovery. In other words, what are consumers searching for most in your industry; what (content and services) are in demand? Upon identifying primary keyword search terms, brands can then incorporate these into their website copy, social media, promotions and even their tagline.

 

But here’s another great way to look at it: what should your Wikipedia article say?

 

Let’s say your brand’s average prospect were in Wikipedia. What should he or she search for to find an article about your company, products or services? If you could be featured in one article, instead of your competitors, what subject matter, what article would you want to be about your brand?

 

Want more? Can I help you answer this to market and grow your company? Let’s talk!

 

Jake Aull | Zen Fires | Websites, SEO, SocialMedia & Design 
email | 404.259.5550 | @jakeaull | Facebook.com/ZenFires