Building Your Brand

"You've got to be bold, you've got to be provocative, and you've got to be daring" says Mary van de Weil, CEO of Zing Your Brand. According to her, your business has just moments to succinctly communicate your purpose and value to consumers before they click away from you.

"Branding is what sets you apart - it's a natural magnet. If people come to your site, they need to say, 'Yes, this is who can answer my problem.' If you make a bad impression in the first five seconds, you're toast."

The most essential component of successful online branding is the human element, she says. "People are craving a story. They want to know something about who they're buying from, and they feel like they need to like and trust you," she explains. You've got to shout what it is that makes you special and makes you different. Our personalities are what drive our brands. Look at Richard Branson - his personality is embedded in all the Virgin Brands. You need to put a face on your business."

"Not enough companies take advantage of the opportunity to tell a story that's bigger than the company itself. There's always a story you can tell. Maybe your merchandise is made from local products or from sustainable materials. You've got to find that unique angle."

- Entrepreneur Magazine, May 2010