Immutable Laws of Internet Branding
Below, we’ve summarized our favorite Immutable Laws of Internet Branding from the Al and Laura Ries’ book, The 22 Laws of Branding: How to Build a Product or Service into a World-Class Brand, (buy the book on Amazon). Use these laws as guidelines to help you as you build your business brand to enter today’s online commerce.
The Law of Interactivity: The Internet has the opportunity to exploit a totally new attribute, interactivity. Interactivity functions similarly to the patient-doctor or the student-teacher relationship, where the patient or student has a question or issue and the doctor or teacher provides the solution. Presenting your brand in a way that allows your customers and prospects to interact with your message can be game-changing. One form of interactivity is the ability to type in your instructions and have the site deliver the information you requested in the form you requested it. Another is the ability of the site to furnish additional information based on your original query. Examples of interactivity include chat bots, store locators, recommended products based on your previous purchases. Ask Amazon for a title and it will give you three related titles as well—that’s interactivity at work!
The Law of the Proper Name: Your name stands alone on the Internet, so you’d better have a good one. It must not be a common or generic name. It should be as short as possible, while still being unique, and it should simple, and easy to spell. Names that are alliterative (Blockbuster, Volvo) and easy to say out loud will be easier for people to remember. The name of your business should also suggest the category without falling into the generic trap. When possible name the site after an individual.
The Law of Internet Advertising: The Internet will not be dominated by advertising because the user is in charge, and the user doesn’t like advertising. The best advertising will take place outside of traditional advertising channels. Word-of-mouth, for instance, is still one of the best ways to promote your business.
The Law of Time: Just do it. You have to be fast. You have to be first. You have to be focused. You can’t dawdle with endless testing, focus groups and market surveys before you make a sale. You have to start selling now and improve as you go. You don’t always win by being better: Often, you win by being first. Still, moving rapidly is not enough: you do have to have a good idea, and the best way to test your idea is to see who is willing to pay for it.
The Law of Transformation: The Internet revolution has transformed all aspects of our lives. Paper directories, paper catalogs and full color brochures are becoming more rare. Classified advertising is shifting online. Internet retailing will become a price game, while brick-and-mortar retailing will be based more on service.