He have a online column at workz.com and give a lot in deep studay in internet marketing. Following is the Online Branding Strategies he gives:

1. Be True to Your Brand

Many companies use gimmicks to attract site visitors. These include games, contests and screen savers that have no connection to what the company does or its style of doing business. These gimmicks are similar to offering coupons or discounts -- they can cause a brief spike in traffic but don't deepen customer loyalty.

2. Be Relevant and Engaging

In general, visitors to your home page are not interested in reading about your company structure or why you're first in the market. Instead, by identifying and clearly presenting the information visitors are looking for, you can provide them with an experience that rewards them for the time they spend on your site. They also want to experience the unique business style or personality of your company. Does your Web site reflect your tone and manner, your point of view and what makes you unique?

3. Provide Branded Interactive Value

A relevant and engaging Web site falls under the larger concept of "branded interactive value." Site visitors want to know how you are going to add value to their professional or personal lives. For instance, many companies have an affiliate logo graphic placed at the bottom of their home page that clicks through to the affiliate's Web page. By affiliating with other services, companies create a customer bonding opportunity. Unfortunately, most logos click to information that has little relevance to building the value of a company's brand.

A great example of an affiliation that builds a brand relationship between a company and an affiliate can be seen on the Dell Computer home page. When you click on the GetNetWise logo at the bottom of the page, you go to a useful Web site with compelling information on safe Internet practices for kids, including a safety guide, instructions on how to report trouble and sections on Web sites for kids. The "branded" in branded interactive value means that whatever you provide on your site is aligned with your brand strengths.

4. Add Brand-Relevant Sponsored Content to Your Web Arsenal

"Sponsored content" offers something of value that is not directly related to your product or service. Here's how Web marketers use sponsored content to raise awareness about their brands. Miller Brewing Company turned its long-term Super Bowl sponsorship into a sponsored-content win by creating a linked site, called Superbowl.com, in conjunction with ESPN Internet. Although the site is about the Super Bowl, it's full of Miller's brand imagery. The result was 8 million unique visitors in a single month versus the fewer than 250,000 visitors Miller received at its own Web site. Because of Miller's long-term brand association with professional sports, this site helped to reinforce the connection and encourage consumption of its product during sporting events.

5. Use the Real World to Enhance Your On-Site Brand

"Off-site/on-site branding" uses the real world to build Web brands. Recreational equipment retailer REI recently reported it is selling more through its Web site than in all its stores combined. But REI's in-store kiosks have been a major source of online sales.

In San Francisco, healthshop.com used runners dressed in healthshop.com outfits to hand out packages of vitamin C drinks to customers. The packages contained details on how customers could enter an online contest for a sweepstakes drawing. Customers could also send their friends to the site to enter the contest. Over several days, 30 runners delivered 125,000 packages, which resulted in a response rate that far exceeded the typical 3-in-1,000 banner ad click-through rate and also helped the company build brand awareness.

Off-site/on-site branding does not require a huge ad budget. Consider trading banner ad space on your site for kiosk space in your store, walking though a favorite park or busy city street with sandwich boards, or using other low-cost guerrilla advertising tactics to point people to your site and enhance their understanding of your brand.

Effective online branding does not require a big budget, just an understanding of what brand attributes you are trying to build. By making every Web transaction brand-relevant and providing your customers with brand-based value, you will increase the depth and stickiness of your customer relationships.

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