You Know My Name, but Do You Know My Face?

- May 18, 2009

In the world of marketing, everyone knows that branding is a critical component of how your business is portrayed to the public. A known slogan, a catchy phrase or jingle such as “You’re in good hands with Allstate” or “Always Coca Cola” can set you apart from the competition. Included in branding one’s company is having a visual such as a logo that triggers your company name or product in someone’s, mind when they see it. Favicons are becoming increasingly popular on the internet and they will be making even more headway if Yahoo has its way.

According to Wikipedia, Favicons are “a 16×16 pixel square icon associated with a particular website or webpage.” In basic terms, it’s a mini logo that shows up before your company’s url in the address window.
This example shows Wikipeida’s Favicon,

 which is the “W” in front of their url.

Favicons can be a huge benefit, because they reinforce your brand logo when people are on your site. How many times have you heard someone say, “I’m a visual person.” Now, you can reach out even more by adding a Favicon to your website.  What’s even more exciting is what Yahoo is planning to do with Favicons in the near future.

Yahoo has started testing Favicons on sponsored search ads. Think about it, your logo right next to your search ad. Not only does this give your ad more credibility, it helps your brand stand out from the competition. According to Yahoo, “when a user searches for “Expedia,” or another search that matches your domain name, that same favicon will show up next to the URL in your ad.”

This is especially beneficial when competitors are bidding on your name.
Here’s a perfect example. Most of us have had a competitor bid on our name, in an attempt to lure away consumers who were looking for our brand or company name. Now, with Favicons, (if you’ve branded yourself correctly) a consumer will recognize your ad because of your Favicon. Even better, if you’re new to the business world and need to brand yourself, what better way to do it than having your favicon (logo) next to your ad?

I’m looking forward to Yahoo opening up Favicons on sponsored ads to the entire market. It’s a great way to brand your company and increase top of mind awareness. Just to wet your appetite. Here’s an example of a Favicon with a sponsored ad.

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