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Competitive analysis: You want to beat your competition without imitating them. So find out what your competitors' URLs are, and choose one that won't be confused with theirs. What do your competitors' sites look like? Since color plays such a large role in memory filing and retrieval, avoid the same predominant color used by your biggest competitor. On a broader plane, think about what makes you better than the others.
What are the predominant trends in your industry today? Carefully examine your industry's history, current state and future. Today's markets and technologies evolve rapidly, especially online. Be prepared.

Self analysis: What's your corporate personality? Are you formal? Fun? Technical? How can you translate your brand visually and "verbally" to your website? Design and copywriting work hand-in-glove to communicate your brand.

Clarify. Based on the above analyses, narrow your focus to a specific niche--don't try to be all things to all people. Target a specific audience with a specific offer for a specific product or service that features specific benefits.

The more unlike the competition you are, the less competition you'll have. But how does this relate to branding online? The less competition you have, the harder it will be for consumers to replace your product--which makes price less important. And the less important price becomes, the easier it will be for you to communicate the value of your brand and the faster you'll build brand equity.

Analyze your audience
Your competitors
Your industry
And you

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