Buy Marketing Branding Online Discussion

Buy Marketing Branding Online Discussion
Buy Marketing Branding Online Discussion
Q78 How is branding online different?
A brand comprises its image, personality, uniqueness and values, as well as the products and services offered.
Most brands are created to work in a face-to-face environment: buying from retailers, meeting industrial buyers
or visiting professionals. Placing a computer screen between the customer and the brand creates its own
Brand power has moved away from companies toward customers. The fundamental difference is that brands
can lose control online quite easily, since:
• Different computer screens can create different colours and your fabulous brand can look distorted or out
of sync online with your other communications.
• Some websites only show a square version of your logo (Twitter, Facebook).
• People can comment on your brand and you may not be aware of their comments.
• Unhappy customers can create spoof adverts and circulate them widely.
• Very unhappy customers can set up blogs dedicated to negative remarks about your company and even
encourage and capture feedback from other unhappy customers.
To manage your brand online and ensure none of these negatives happen, you need to:
• Set up Google Alertsto see all mentions of your company name.
• Use Tweetdeck, Tweetbeep or some other online tool to monitor the mentions of your brand on Twitter.
• Work with designers that are more flexible and able to adapt your brand image to meet your online
• Provide staff with guidelines on your brand personality (helpful, serious, professional, etc) and ensure this
is reflected online in sites like Twitter and Facebook.
• Consider your business’s brand values and how these are demonstrated online. If your values are about
being professional or providing excellent customer service, make sure this works well online. Respond to
queries, and have a system set up so that situations are resolved before they get out of hand.
In addition, branding online puts you into a global marketplace (perhaps for the first time, your branding to date
may have only been local), where anyone, anywhere can see and interact with your brand. Big potential upside –
but big potential downside too!
See also
Q7 What is Twitter?
Q11 What is Facebook?
Q82 How can we brand our business on social media sites?
Q92 How can we monitor our brand or company online?
QUICK WIN MARKETING Q34 What are Google Alerts?
QUICK WIN MARKETING Q73 Do we need a brand map?
Q79 How do we prevent brand damage if our employees use social networking
Employees without any guidance could use social networking sites like Facebook, MySpace and Bebo and
microblogging sites like Twitter to post information that could:
• Leak confidential company or client information.
• Bring your company into disrepute.
• Increase calls to your helpdesk (if they say negative things about a new product or service).
• Expose your company to legal liabilities (if they describe your competitors negatively).
• Damage your brand by contradicting your brand values or image.
Often, an IT manager’s solution is simply to ban all social networking sites. But this misses out on the positive
benefits of allowing staff to communicate via these networks, spreading your company brand message to their
followers and friends.
So, rather than ban all social networking, it is better to have a policy in place to control it from a business pointof-view.
The key areas to address in a social networking policy are:
• Your online comments reflect your business.
• Once published, it’s difficult to remove comments!
• Don’t share confidential details about your company, your colleagues or clients.
• Get permission to use company logos or brand images.
• Work-time is for work; keep Facebook, MySpace, etc for home and break-time.
You need to consider how your company uses social networking. It’s difficult to ban all social networking if your
company uses it for its brands.
See also
Q7 What is Twitter?
Q11 What is Facebook?
Q46 How do we create a social networking policy?
Q72 How do we get all our staff involved in digital marketing?

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