by Madi Secareanu | Jun 13, 2012 | Branding, Business Success, Interactive, Social Media
How much of your brand identity do you own? If you really want to find out, run an online search of your brand and see what comes up. Do all pages that represent your brand belong to your brand? When you run a social media search, what comes up? Do all pages, accounts, profiles that represent your brand belong to you?
With the advent of social media, its become increasingly easy for “brand impostors” to steal the spotlight, especially on Facebook and Twitter – and it doesn’t stop at simple tweets and status updates. Some brand impostors go as far as creating campaigns and strategies, robbing your brand of its authenticity and control. Be aware that there is a big difference between accounts and pages that pay homage to your brand and impostors who act and speak on behalf of your brand. It boils down to owning your name, your voice and your customers and avoiding confusion and even legal issues.
A few examples of brand identity theft have been made quite public. For example, during the 2010 BP oil spill, fake Twitter accounts pretending to be BP PR appeared. Yahoo, Facebook, Aston Martin and AT&T have all been targets as well. Brand mascots haven’t been spared either, Mr.Clean, Chef Boyardee and the Pillsbury Doughboy have all been subjects of fake Twitter accounts.
Facebook is notorious for brand identity theft. Just recently I ran a search for 7-Eleven on Facebook and I found two brand pages: one for 7-Eleven, an official page, with 2.2 million likes and one for 711 with 21,000+ likes. It seems only natural in today’s short cut text messaging vocabulary that some 7-Eleven fans would and could search 7-Eleven by typing in 711 on Facebook. Since the Facebook page also looked like an official page, it has garnered significant likes. So will the real 7-Eleven stand up? Is it fair to assume that this page is an impostor… or was it started by an official brand ambassador and abandoned? Regardless of the story behind the two 7-Eleven Pages, or how and why they both exist, a brand needs to take action and ownership to help avoid confusion and reach their consumers and fans in an official way.
So how does a brand protect itself? Here are a few tips:
- Think ahead: Brands must have a strategy and a plan in place to prevent and quickly respond to a brand impostor. Will you make an official announcement about it? Will you go into attack mode? Will you do nothing? Making a strategic action plan to deal with impostors is imperative. Don’t be blindsided.
- Secure your name: A good rule of thumb is to secure all URLs, Twitter handles, Facebook pages and Facebook URLs that are associated with your brand. Even if you’re not using a specific page or account, it’s good to claim it to help protect your brand. Also, make sure it’s clear that you’re pages are official and verify your account on Twitter, if you can.
- Know what’s out there: As I mentioned earlier, keep searching for your brand online on a regular basis. Look for keywords related to your brand or brand name misspellings. If an impostor account exists on a social media site, make sure you report it.
- Take control: Some social media sites allow you to take over impostor brand accounts or pages, merging them and their “Likes” with your official page if you consider it important. Maybe fans or followers were not aware they were following an impostor.
Do you take a proactive role in protecting your brand online and on social media from identity theft? Also, go and Google your brand right now. What did you find?
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by Christine Marr | Jun 6, 2012 | Branding, Social Media
It used to be that the purpose of a blog was to state your opinion or viewpoint to those people who connected and linked with you…. so that like-minded people could join in a conversation and contribute to the dynamics of the discussion. This is still true and very relevant today, however as a brand enabler I believe that blogging has taken its rightful place as a viable channel for brand voice. The emergence of the brand blog is very real. In today’s world, brand is no longer only a product… it can be, well, you! We are in the age of personal brand and, like everything else in Marketing, your “brand blog” needs to have very precise and articulated goals for you, the brand, to prosper! The objectives you set should be around increasing your SEO rank so more people can find you. In order to do this, make your objective to increase your page views as this will help you in achieving a stronger position in the internet world of ranking. Once you see your ranking go up, this will motivate you to continue pushing out great content. Be patient while you build momentum. Try to get over 100 daily views and continue to set goals from there.
Boost the power of your brand blog: 12 hours/week to build your brand online presence:
1) 5 hours/week: Your goal is to release one relevant and topical article every week that will generate conversation. Be selective in what you write about, don’t just write about just anything.The subject is important. Follow trends, provide how to techniques on a subject matter, or check a common pain everyone has and offer a solution. Provide resources and offer up list of those for others that have been valuable to you.
2) 2.5 hours/week: It’s not all about you (no!). Network and build relationships, share with like-minded people, comment on other posts and sites and chime in other blogger’s discussion. Social media is about community and blogs are the cornerstone of that community. Keep in mind that this social communities exists because we all help each other. By doing so, you get the added benefit of building your online brand presence.
3) 2 hours/week: Blogging is definitely about speaking up… but you also need to speak out! Spread the word, or rather post! Promote your blog posts to your network, tweet about it and don’t forget to post to social bookmarking sites. Post your article where it is appropriate: Facebook, Twitter, Delicious, StumbleUpon, LinkedIn, Google Bookmarks, Reddit. Before you publish make sure that your post is keyword-enriched ,that the headline in Google friendly and that you’ve added tags and appropriate descriptions in the back-end of your blog to optimize your views. Once you set up your brand persona and a reputation, you can guest blog on like-minded sites, and return the favour by having them write on yours.
4) 2.5 hours/week: One article a week does not build momentum. To increase the odds of traction, posting 3x a week is ideal. If you feel that this is too big of a hurdle, you could post a link to another blog that you comment on with an intro discussion to the post. You’ll find once you get started and realize the benefits of blogging you will quickly pick up the momentum and writing many posts won’t be an issue. The strategy here is to keep your readers engaged and show them that you are a subject matter expert by researching your content and providing helpful information.
Building a relevant and results-achieving blog isn’t something that can be fit in or done on the side, especially when creating a brand voice (product, service or person!). This is a viable marketing channel that when strategized and measured can reap monumental results. If you can’t achieve this on your own (or if you don’t know where to find those precious 12 hours a week!) there’s no harm in asking for help and outsourcing. Outsourcing doesn’t mean loss of control, just greater sustainability and more precise actions. After all , it’s the least that your brand deserves.
by Miriam Hara | May 29, 2012 | Branding, Business Success, Interactive, Social Media
With mobile technology and the rapid integration of Social Media the world is speeding… no longer respecting any speed limit! In a blink of an eye the business landscape changes and many businesses are at a loss of what comes next. All business types are affected however it seems that B2B businesses are more at a loss of what solutions to employ. In a world that is speaking to each other 24/7, the lines are increasingly blurry on what is a B2B or a B2C strategy. It has been my experience that the strategies employed for B2B or B2C were always similar. It was the employment of tactics and the weight of each of those tactics that differed. In today’s environment I would say the tactics are now the same. Social Media and technology has allowed for niche marketing at a whole no new level.
Business resistant change is the symptom of change resistant individuals. Unfortunately or fortunately, a business in today’s world hinges on its ability to adapt, change and adopt new channels of communications. The market conditions have shifted and many who hold key roles in the B2B arena have no idea how the game is being played and what is the picture of success. So what to do?
1) Determine your objective. What will be your “picture of success”? How else will you measure?
2) Implement a strategy… one with a 360° degree viewpoint. Not one that does away with all traditional (classic) tactics just because everyone saying that print and direct mail are dead… but one that introduces some of the properties of social media: LinkedIn, Facebook, Pinterest, Mobile Apps, Blogging, Twitter, etc… The key word is some and not all…. there needs to be a good assessment of what will work for your business and what won’t.
3) Assess your web site. No longer is it enough to just have a brochure type of site. Your site needs to reflect your business’ social conscious and ability. You can’t create any sort of social metric if your site doesn’t support the initiatives. Remember, your strategy must be holistic.
4) Implement a 15-month plan with built in schedule measurement reports allowing for the possibility of changing, adding or modifying the existing creative properties to ensure success. Feedback is important for resonance. You need your marketing plan to reflect your audience as intimately as possible. The beauty of these new channels is the ability to adapt… to change… quickly!
5) This may sound like a Marketing 101, but here goes…. don’t do it yourself or in-house. You’re in the business of your business. You can’t assume to know everything, that is why community reach out, tests, surveys and all those old marketing tricks are important not only for accuracy, but for the growth of your strategy and a leg up on your competition. The business of branding, advertising and social media is a profession. At the risk of sounding like a rant: Just because you speak and write English, that doesn’t make you a writer… and just because you have a Facebook Page or a LinkedIn page, doesn’t make you a social media expert. Contact a Marketing Advertising agency and leave it to them to make your business shine. Your business will be their priority as opposed to fitting it in.
For any type of business an environment of much talk that “it” doesn’t own can be pretty scary. One of my Marketing Understood biz-ims (#23) is “Get bent!”… Yes! Flexibility is a must! There’s no use burying your head in the sand. That won’t help your business. At the speed of business and of life you need to get a handle (twitter) and a pulse (social engagement) before your target stops you or pulls your business over for not keeping your business up to speed.
by Lindsay Sleightholm | May 15, 2012 | Advertising, Business Success, Creative, Design
As creative professionals, we all know that it’s not always easy to communicate the thinking behind design solutions to a client. There are several reasons for this. If it’s a new client, they may have yet to trust your expertise, or you have yet to earn their trust. Another scenario, is that the client may not have enough experience or knowledge of design and branding. Lastly, it could be because the creative you presented pushes the client beyond their comfort level.
No matter what the reason, there are going to be times when you need to make that extra effort to communicate just exactly why your fantastic concept is so… well, fantastic. Chances are, if the client is reluctant in any way, you won’t sell them on the idea. So, in order to avoid going back to the drawing board, try to minimize the margin of error with better client communication.
Here’s 5 tips to maximize your client communication…
1. Start with the basics.
Refer back to the brief. Knowing and having an understanding of the goals the client had in mind is crucial to achieving a solution. Reiterate what was first given as the creative and strategic mandate and tie it directly into the creative solution you’re offering. After that, explain the thinking process that took place for you to reach your creative solution.
2. Don’t use too much design lingo.
Many clients don’t have a background in marketing or design, so it’s best to refrain from throwing out terms that the client may not be familiar with; it’ll only lead to more confusion and frustration on their part. Instead of talking about hierarchy, typography, negative space or Gestalt principles, express these intentions in more universal terms like “focus,” “eye path” and “emphasis.”
3. Show it.
Most clients – and people for that matter – are much more inclined towards visuals than words. Present clear, polished creative options to your client. But don’t just leave it at one solution. It may require a lot more legwork, but an effective and professional client presentation means providing multiple options. As we as creative professionals know, there’s always more than one way to achieve a solution. Give your client the opportunity to see those other options.
4. Throw in a little 101.
Although you don’t want to overwhelm them with industry jargon, you do want your client to get a peak at the method behind the madness. Sometimes that means educating them about the principles of design and the strategy behind the marketing. If your client doesn’t understand these strategies or principles, try explaining it to them. But again, break it down into ideas and terms they can relate to.
5. Listen and address concerns.
Sometimes the brief may have been followed to a ‘T’, but ends up not ringing true for what the client actually wanted. In that case, ask questions and listen to the answers. What’s not working for them? How are your concepts different from what they expected? Dig around a little and find out where you and your client’s thinking differs. It may mean taking a step back to reevaluate the goals and possibly reworking the creative. But it’s important to realize and respond to these concerns so you have more effective communication in the future.
Bottom line: The communication you have with your client can make the difference between a good relationship with them or a bad one. You want them to trust in your expertise. The easier you make it for them to do that, the better it will be for you both. However different your backgrounds may be, finding that common ground will allow for the possibility of greater success on both sides.
What other tips can you share about successful client communication?
by Miriam Hara | May 4, 2012 | Branding, Business Success
I like to think of Internal branding as mushy on the inside, solid on the outside… just like those chocolate coated marshmellow cookies! Businesses must realize that their internal brand must be a focus and it takes more than a positioning statement on t-shirts or jackets to make that happen. It is no longer viable for companies to rely on their external customer base to propagate the brand experience to their internal customers: their personnel. Gone are the days that the external message of brand is all that counts. In today’s environment, in order for an external brand to succeed, the internal organization, its employees, its processes all have to align themselves to the external brand…. if not, you’ll be short in offering your market base in brand experience, brand premise, brand promise and brand delivery.
Remember when offering friends and family discounts to your staff was the whole internal brand initiative companies employed? By doing this, companies provided employees with a way to “advertise” their product. In today’s social market, employees’ friends and families cast a wider net! Internal branding allows the potential of each employee becoming a proponent of your brand. They can and will be your best PR campaign. Word of mouth has taken on a whole new meaning.
Whether your business is in CPG (consumer packaged goods), b2b, medical, financial or non-profit… the ability to engage your personnel with your product, brand and service goes a long way in creating a complete brand experience. Organizations need to walk the talk. Today’s savvy consumers/customers expect and want more from their purchasing experience. In order to buy into a brand, to endorse it and select it, the complete 360 degree brand messaging must be consistent… and that includes your internal people. But how to do that?
To start, develop a clear company vision: Just like a brand positioning statement, this doesn’t have to be elaborate, however, it needs to be succinct. This isn’t anything new. Companies have always had a visions statement…. however, what you do with this company vision must be considerably more than framing it and placing it on the wall.
Identify key personnel to be the “internal brand ambassadors”, to motivate colleagues to embrace the vision: This is imperative. Identifying leaders within each department of your business will go a long way in creating a holistic experience for your brand. Empowering these ambassadors will ensure that within their department that the brand vision and premise stay strong and in line.
The company vision needs to be communicated to the internal team and “adopted” by senior management: The old adage “Do as I say…. not as I do” doesn’t work anymore. The culture of an organization needs to deliver on its brand promise. Actions speak louder than words. Management must get in line and be expected to tow the mantra.
Develop clear goals and measurement metrics, to assess along the way. (ie: sales mix % per sales person, customer service process and goals). This goes a long way in engaging employees and making them part of the process as “part of their job”. This assists in establishing the expectations and tying them up to the brand experience.
And lastly, but definitely very significant in the adoption of internal branding, is the ability to establish goals and reward personnel who demonstrate that they have embraced the culture.
In order to propel a cultural shift within an organization where employees are more client focused and more business focused, a developed and organized plan is essential in order to lead to the desired outcome. Just like everything else in business, a strategic plan identifying key goals is the first step. This will enable all key employees, and key stakeholders to be more engaged and relevant in the business process. I don’t remember where I read this but it did resonate with me: “There is a difference between communicating a message, and getting it understood, and changing behaviour.” So next time your are in a marketing meeting ready to establish your brand deliverables, don’t forget to bring those chocolate covered mashmallow cookies!
