“Brand identity marketing“: What do Google’s top ten search results tell you about it?

I just did a search for this keyword phrase. Nichebot.com reports that it gets 79 searches a day and has 2,510 competing pages.

Of Google’s top ten search results for “brand identity marketing,” five are marketing agencies, one is a design firm, and another a pdf sales document. The sites are all beautiful and technical sites, but provide little actual information about brand identity marketing. They’re basically sales pitches. The pdf lacks the “beautiful and technical,” but is still a sales pitch.

The remaining three search results provide good information.

Brand Identity Marketing
Google’s #4

The number four ranked page is an authoritative Wilkipedia article on “Brand.” (It sites 16 references from nine sources.) This article’s author provides two paragraphs on “brand identity,” noting that it includes:

• “consumer recognition,”
• “differentiation from competitors,”
• “outward expression of the brand,”
• “values a brand carries in the eye of the consumer.”

Brand Identity Marketing
Google’s #5

The number five ranked page belongs to dynamicgraphic.com. It’s an article entitled
“Digital Brand Identity: Marketing’s Great Equalizer.”

Author Paul Chin, published it in the February/March 2006 Dynamic Graphics Create Magazine. He cautions small business owners against trying to use “big business standards” and urges them to use their tight budgets wisely, shift to a “small business model,” and use the Internet.

Chin defines market identity as “reflecting the objectives of the business” and “conveying how it helps meet customers’ needs.”

Brand Identity Marketing
Google’s #6

The number six ranked page is one from morebusiness.com. Although I didn’t find the author’s name, the article was published June 4, 2007.

The author says that to “ensure … your brand has its own unique identity,” you should:

• “Create a personality,”
• “Be professional,”
• “Be unique,”
• “Be different from competitors.”

Brand Identity Marketing
Conclusion

Only 30 percent of the top ten Google search results for this keyword phrase actually provide information about “brand identity marketing.” The first one ranks fourth, with the top three results all commercial sales sites.

They do sell marketing and branding services, so they are relevant. And perhaps 70 percent of the people searching for this keyword phrase are looking for just such service. But if you’re looking for information about “brand identity marketing,” I doubt you’ll find these sites helpful.

This is the first time I’ve used this qualitative research approach to a post. Please let me know if you find this type of post helpful. Just leave a comment.

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Posted 9-24-08:
“Brand Identity Marketing”
Google’s Top Ten Search Results

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This entry was posted on Wednesday, September 24th, 2008 at 6:08 am and is filed under Branding. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.