steel guitar



Guitar Hero 2 Songs
Martin Guitar
Easy Guitar Songs
Steel Guitar
Custom Guitars


Guitar Hero 3
Electric Guitars
Guitar Lessons
Bass Guitars
Fender Guitars
Martin Guitars
Spanish Guitar
Spanish Guitar Music
Dean Guitars
Guitar Chord Charts
Ibanez Guitars
Bass Guitar Tabs
Esp Guitars
Guitar Chord Chart
Johnny Guitar Watson
Guitar Hero 2 Songs
Guitar Sheet Music
Guitar Mp3
Tears On My Guitar



Your Aura Is Your Brand
By Johann Sebastian S., Thu Dec 8th

About two weeks ago I unveiled my emotional sentiment to thiswonderful lady friend of mine I have known for several months.Over a simple dinner on a Friday night, I shifted up the gear toultimately culminate in an unforgotten moment - disclosing howI've come to admire her and proposing to explore therelationship further.

Unfortunately her reply wasn't the kind every mortal man evercraved for. Citing differences in character, she yanked the plugand put me in an absolutely zero voltage; in short, a totalrejection.

Whatever the final chapter of this would-be long and arduousstory is totally irrelevant to the central theme of this column.I was actually more amazed at how, in the course of two months,I subliminally managed to generate my aura of skepticism - oneof personal nature she admittedly will never put up with.

Interestingly, I have received similar responses from those Iknow who allegedly observe that particular aura from things Isay and my approach to various endeavors. To sum it up in amarketing context, skepticism is MY BRAND.

My brand? Could an individual possibly have a brand? Forstarters, little that we know that our aura -- driven in someways by our characters, inner feelings, the way we talk, how wedress -- implicitly tells the world who we are and what they can(and should) expect from us. Our aura is analogous to consumers'expectations of a brand. Our aura is our brand.

Implementing this concept to online branding takes into accountthe fact that the Internet is now a primary destination ofAmericans for finding information, according to last Decembersurvey by Pew Internet and American Life Project. As peoplenavigate your website to search for your products, services, andcompany information, it should consistently deliver your brandidentity and conveys value propositions across pages. By now,your website should be a critical part of your entirebrand-building efforts, far beyond electronic brochure. Likeyou, it generates an aura, and the aura is the brand.

Resembling broadcast and print media, online interaction iscapable of educating users of your brand promise and how it canrealize that promise into distinctive value. What's more, theInternet enables longer interaction than the typical 30-secondspot in traditional media - a unique advantage in informationsearch -- allowing bigger breathing space to ingrain yourmessage by capitalizing on site elements. Basics such ascontent, colors, layout, and language style, as well as featureslike online survey, sweepstakes, or video, must incorporate andcommunicate your brand promise.

A case in point is ESP Guitars, whose guitars are recognizedamong


the guitar-playing community as the weapon of choice forheavy, rock-oriented music. Coming in intimidating shape,hot-rodded parts, as well as eerie finishes, ESP guitars areassociated with personas and bands with unforgiving image -- thelikes of Metallica's Kirk Hammet, Jeff Hanneman of Slayer,Sepultura, and solo artist George Lynch. Interestingly, despiteits lengthy list of endorsing artists of various musicalorientations, ESP only manufacture signature guitars for aselected few of rock players.

Upon arriving at the gateway page that is adored with threebizarre-looking musicians in your average rocker fashion, youwill instantly get the idea of what constitutes the ESP name -hard and fast music, independence, freedom, anti-establishmentattitude.

Going further into the homepage, you will come across interviewsand news on rock guitarists ESP touts as its unofficialspokespersons. There is an interview with Kirk Hammet, Metallicagiveaway info, review of radical-shaped LTD Devil Girl guitar(see the name?), as well as tour updates on Danzig and Soulfly -two of the last defenders of heavymetal.

A bit to the bottom you will find a thumbnail image that leadsyou to a page showcasing ESP's custom guitars in, you guess it -flashy graphics and uncanny designs.

ESP doesn't shy away from more conventional designs and 'softer'players such as Rolling Stones' Ronnie Wood, but they arerelatively insignificant - at least judging from a visit to thesite. And unless you care enough to dig deeper into theartist-list page, all you will encounter is how ESP guitars candeliver the sound you need for playing heavy riffs and fastlicks.

The incorporation of the news, product info, images, andendorsing artists educates new prospects of ESP brand and whatit promises to deliver, while reinforcing its image andcharacter to those already familiar with the brand. Would it bethe same if ESP mimicked Gibson guitars website? Considering thesite's something-for-everyone impression that bolstersconsumers' already-ingrained perspective of the Gibson name, ESPwould likely confuse its loyal customers and drive prospectiveplayers to competing brands that are just a click away.

Your website is too important an element to be left alone as anelectronic brochure. As the Internet has been shown to be aneffective brand-building medium by various research, yourwebsite must be an integral element of your overall brandingstrategy. Like you, it generates an aura, and the aura is thebrand.

About the author:Johann is an Internet Marketing Consultant at Microsoft TheBusiness Internet Competency Center in Jakarta, Indonesia.


All content published on this web site is provided for informational and educational purposes only. Always seek professional advice before making any decisions.

We use third-party advertising companies to serve ads when you visit our website. These companies may use information (not including your name, address, email address, or telephone number) about your visits to this and other websites in order to provide advertisements about goods and services of interest to you. If you would like more information about this practice and to know your choices about not having this information used by these companies, click here.

This page was updated on Nov 2009 and is Copyright © 2003 by Global Com Consulting Inc.

free web page counters