Repetition is the Key to Brand Development

Repetition is the Key to Brand DevelopmentOnline brand development starts with the decision of what is the most appropriate identity for you and/or your business. The next logical step is to establish how to brand the identity you have chosen in a way that is effective and in alignment with what it is you do.

Quite often the best approach is develop a series of branding strategies that will make your efforts the most effective and your coverage the most extensive.

From this point on your focus will be to make sure your identity branding efforts are both as consistent and as repetitious as possible. No matter how ‘slick’ or cutting edge your strategies may be, if they are not reinforced consistently they will do you little good. Ultimately the key will be in your repetition since this will be what eventually embeds the image you are reinforcing into the minds of people.
Here are 5 reasons why repetition and not necessarily the design of the strategy itself plays a key role in how effective your online identity branding efforts will be.

Expands Exposure

The greater the repetition the deeper the market saturation. This obviously leads to more exposure as your efforts begin to reach more areas of the internet. Much like filling a bucket of water, the more you put into the bucket the fuller it gets and so the same for your repetitive identity branding efforts.

Conditions the Mind

As more people begin to repeatedly see your brand in different areas online, they begin to form the association between the image itself and what you are branding. This is simply conditioning people to automatically make this association and is exactly how branding strategies work towards the development of any brand. The more they see your efforts the stronger the association becomes, plain and simple!

Arouses Further Curiosity

If people see your image or brand often enough it is quite common for their own curiosity to compel them to seek further information on what the image represents.

Remember the whole point behind establishing a brand is to increase your marketing effectiveness and by getting people to visit your site you now have the chance to do so!

Brings Forth More Witnesses

This is the point where your repetition has saturated the market allowing others who may not have formerly seen your ‘impression’ a chance to view more about you. Quite often this occurs after others have referred them to do so due to the viral effect that is taking place. It is hard to avoid the ‘buzz’ about you when your image is seemingly everywhere!

Image Reinforcement

Your consistent repetition serves to only more firmly establish your identity. With each new effort your exposure grows and the association between what you are branding and the image you are establishing becomes that much stronger. This reinforcement is exactly how to brand yourself or business or even both online.

Brand development is a very important aspect of internet marketing because it helps make you more easily noticeable online. The process is actually not very complicated and starts with the determination of what is the most appropriate identity for what you do. From there a decision is made how to brand this chosen identity into the minds of others.

In most cases the utilization of multiple branding strategies is often seen as the best approach. No matter how dynamic or cutting edge your selected strategies may be however, effort will be wasted unless the image is reinforce as repetitiously as possible.

This simple act of repetition plays a key role in how effective your identity branding efforts will be, and the 5 reasons discussed above are testimony as to why. Without repeated and consistent reinforcement even the best strategies will fall short of making the impression you want in the minds of others.

About the Author: TJ Philpott is an author and Internet entrepreneur based out of North Carolina. For more tips about effective online brand development and to also receive a free instructional manual that teaches valuable niche research techniques visit:

Yes! You Need Feed…

You-Need-FeedRazorfish just released the 2009 version of Feed. This report is probably the best analysis of online consumer behavior. Here are some of the major conclusions:

Contrary to popular belief, consumers are not shutting out brands – they’re interacting with them. According to FEED, 77 percent of consumers surveyed have watched a commercial or video advertisement on YouTube with some frequency; 69 percent have provided feedback to a brand, either through a website or a third-party service like; 65 percent have played a branded browser-based game, and 40 percent of consumers have friended a brand on Facebook. Moreover, 70 percent have participated in a brand-sponsored contest or sweepstakes.

Digital experiences create customers. The overwhelming majority of consumers who actively engage with a brand in digital fashion are much more inclined to purchase products and recommend the brand to others.

Digital can make or break a brand. Sixty-five percent of consumers say that a digital experience, either positive or negative, changed their opinion of a brand. Of those, 97 percent said that their experience influenced whether they eventually purchased from the brand.

Feed is a must-read if you’re interested in social media and marketing.

Buzz, Content and Brand Community Building > The Hypercube

50 new Nissan Cubes are driving off dealer lots this month. Each one’s being driven by a brand advocate, the reward for months of creation and promotion by musicians, DJs, dancers, programmers, designers, bloggers, podcasters, poets, writers and artists, and all kinds of creative thinkers. Nissan openly called The Hypercube a social media marketing experiment, choosing to invest only in this channel, and is now pleased to announce (or tweet, perhaps) the successful proof of their thesis.

Nissan Canada’s creative agency, Capital C, went beyond the boilerplate hey-make-us-a-video and please-retweet-our-propaganda “campaigns” that are all too common these days, by offering prizes on which creative minds could really envision spending time and effort.

Continue reading about the program and its outcome…

The Contest

Of 7000 applicants, 500 elite were given Hypercube canvases to audition for the mass public, stumping for daily votes with photos and animation, video, poetry and song. Competitors even took their campaigning offline, including Telma “TSwizz” Costa, who created and distributed pins to drive traffic, and Sean “Cube Man” Williams who literally drove offline traffic in his homemade cardboard Cube costume.

You can view all of the winning canvasses at Here is just one of the intense and daily updated canvases:


The Platforms

The Hypercube site was just the town hall of this experience, though, as competitors posted images to Flickr, tweeted up a storm, created videos on YouTube…

…built web pages and blogs, and invoked social graphs from their other communities. For example, contestant Andre Molnar looked to leverage the passionate Drupal community, by promising to create the “Drupliconcube,” a Nissan cube “decked out in Druplicons, spreading the Drupal love to the streets.


More than just pleas for votes, these daily updates became meaningful interactions between the competitors. Williams sent out a YouTube dance-off challenge to his fellow participants, and created this mashup:

The Outcome

Such a momentous story had to end with an explosive climax, and on June 24, it did just that. Contestants gathered with friends at events simulcast in Toronto, Montreal and Vancouver. Contestants performed live between DJ sets and mingled over drinks, until winners were announced across the country via big screen video.

But the real prize goes to Nissan Canada, who now has tons of authentic content to work with, generated by skilled creatives at a low cost. The winners are required to update their canvasses twice a month for the next year, but the brand will get a lot more than that, I predict, as these content generators are eager to share their experiences on the road.

Moreover, this campaign was just the spark, a great success already, but the story of the Nissan Cube and the CubeCommunity is just beginning. teases us with a “coming soon” page, but the long-term strategy is obvious, as the community has all of the core requirements, starting with deeply invested and passionate community leaders.

All too often, big brands create deep connections with new communities, but then drop these connections as soon as their campaign is over. Nissan has demonstrated how to think and plan long term; find–no, create passionate advocates who themselves created a plethora of content and awareness; and build a brand in partnership with their customers. I’m happy to admit, the bar’s just been raised for “social media marketing.”

Brand Injury


This week one brand harnessed the power of Facebook connect. In order to grab the attention of risk-takers, the movie Crank High Voltage (the sequel to the first action-thriller-comedy) encouraged users to allow the movie to take over their Facebook page.  That’s like allowing someone you don’t know too well to borrow your car. They don’t tell you where they might drive it, but they do promise to return it after they’re finished. Oh, and they warn you that it might cause a bit of mayhem, but it’ll be exciting because you could win some cash. Do you do it?

Pretty risky, but also kind of intriguing. And that’s what Crank High Voltage hoped to accomplish in 14 days on Facebook. But what did the movie’s fans think? A few Organic peeps weighed in.

Its really funny
-St.John Oneil-Dunne, Global Business Development

I think its great for attention. I don’t know enough about the film to know how well it integrates the appeal.
-Chad Stoller, Executive Director, Emerging Platforms

So I risked my facebook “reputation” and did all those challenges. I must say. I’m very disappointed. I really like how they utilized the functionality of Facebook to create these challenges: updating my status with link to the site, and videos, upload images and tagging…etc. Unfortunately, the content of the challenges is not that impressive in my opinion. Maybe this is the tone of the movie, but this is not what I remember with their first movie, nor from the new trailer. I was hoping the challenges would be more about achieving some missions or more sneak peak about the movie, rather than telling all my friends who I “hook up” with, and what kind of STD I’ve got…. NOT GOOD… Or am I just lacking a sense of that kind of humor??
-Euphenia Cheng, Designer

So, it looks like they lost at least one fan. Did they go too far or not far enough?

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