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Monthly Archives: March 2014

How To Define a “Brand”

Managing Brand EquityBrand is a big item on everyone’s agenda. There is service branding and product branding. Social media makes personal branding popular, too. But those of us at JHG Media believe that throwing around the word, “brand,” can result in a definition loss of just what it means; how powerful branding helps commerce and how a good brand brings in additional income.

Organizational theorist, consultant and retired professor from the University of California, Berkeley’s Haas School of Business, David A. Aaker, wrote the following in his book, “Managing Brand Equity”:

A product is something that is made in a factory; a brand is something that is bought by a customer. A product can be copied by a competitor; a brand is unique. A product can be quickly outdated; a successful brand is timeless.”

The fact of the matter is that branding goes beyond the product and involves an encounter that is unforgettable and exceptional so as to leave a lasting impression. The customer’s involvement becomes more important than the product or service. That’s the essence of branding. Intelligent business owners create an upbeat experience which produces customers who tout the company brand with person-to-person communication, which oftentimes today occurs through social media sources. These are the ambassadors, or the advocates of your brand.

What creates a lasting impression? Maybe the purchasing the product or getting the service was a simple act that the customer likes. Perhaps it has exceptional quality, or maybe your business hands out exceptional customer service. A number of possibilities go into a memorable experience.

The Difference Between Personal Branding and Business Branding

Personal branding pertains to an individual’s personal identity. As with brands for commerce, a person’s identity involves features such as strong associations, feelings, attitudes, observed value and quality, along with distinction. When you establish a blog, or create your own page on Facebook, YouTube, Twitter, or Google+, you form your personal brand.

Everybody has favorites. If you wear Nike shoes, ask yourself, what is it that this company does that makes me like their product? Why do people like Disney? What sets Coca-Cola apart from other soft drink companies? What do these businesses associate with to make their brands likeable?

Think about it and analyze the essentials that make brands from these companies successful. Those might be the same fundamentals needed in making an outstanding brand and memorable experience for the customers who play a part in your business. Gather these points for your brand and you’re well on your way to success.

Posted by: Joel Canter

Three Important Elements to Successful Online Branding

Several  combined activities make online branding successful. It’s not only where you perform your branding, but how you do the job that measures the accomplishment of your online branding tactics. Below are a number of things to remember when you launch your brand online.

Be Creative With Your Online Marketing

There are three parts to an effective online branding strategy and they are:

  1. Knowing who you want to target with your brand.
  2. Presenting a benefit to all of your online visitors.
  3. Developing an online personality.

Information should only be placed on your site if it has a definite purpose, and that purpose is to make sure it grabs the attention of the type of customer you’re targeting. When your customer is paying attention, you then can demonstrate that you have something that benefits him or her. You can show off your qualifications, list awards, or indicate superior points when compared to competitors. A tone needs to be set in your online promotional efforts so that your customers regard your online efforts as an old friend.

Then, online marketing efforts should be compared with brochures, information sheets and business letters to ensure that the same branding permeate throughout your business promotions. What you once used might be outdated, making it time to say “goodbye” to outdated material.

The next step is to check your results by tracking click-throughs, online sales and the growth of your market share, all features that can be tracked online. If your brand isn’t working, changes should be made to get it right.

Make Sure Facebook is Part of Your Online Branding Plan

One mistake that shouldn’t be made by any online marketing agency is to ignore Facebook. If you think Facebook is a frivolous website for kids, think again. It’s number one when you’re involved with social media marketing.

JHG MediaSure, it’s a good idea to build business sites in LinkedIn, Twitter, YouTube and Google+. But, you should never forget Facebook. One main reason is that social connections inevitably wander through Facebook. Plus, it’s well used. In a comScore 2013 report, the share of time spent on social networking sites was 83 percent for Facebook and 5.7 percent for the next largest social media competitor, Tumblr. Pinterest is next with a meager 1.9 percent, followed by Twitter at 1.7 percent and LinkedIn with 1.4 percent.

Facebook’s participants equal a billion users worldwide. You just can’t ignore the size of that audience. A key to its success is sharing, which matches nicely with moving your brand into the hands of new customers. Facebook users interact with friends, post status updates and write about their daily lives. When your brand furnishes them with their needs, you gain an audience for your business, which seeks you out.

The numbers say it all. When you want your brand to harness some energy, you need to have a presence on Facebook. Once you know how customers use this social media giant, you’re on your way to successful online branding.

Shape Your Online Branding Strategies Wisely

When you understand what online branding is, you realize that it can drive paying customers to your business by instilling faith in your customers, showing prominence in the marketplace and developing relationships with targeted future customers online. It takes time to implement effective online branding. Here are some ideas that help get the process going.

• Place your brand in as many social media websites as you can maintain on a regular basis. Also, use as many forms of online communication as possible (see the next idea).

youtubeUtilize video branding. YouTube is an excellent media for displaying your brand in video form. With over a billion YouTube users, video branding on this site equals a great potential for future customers to not only see you, but also your unique message. Plus, it equates to increased visits to your website, or other social media sites with your presence. The key to developing videos that hawk your brand on YouTube is to create them in such a way that they really speak to your target customer base. Originality, humor and distinctiveness are all traits to strive for when making a brand video. Online videos are best when they’re short and immediately grab the main points of your brand. DollarShaveClub.com’s video is a good example. Drop the time down to under two minutes. Include important brand properties, such as your business, your product and the benefits they give your customers.

• Create a slide presentation. Photographic slides can be viewed online or downloaded for future reference. This is a perfect medium for guidelines, which offer help to your customers. Another possibility with slide shows is that they can be used by other authors who link to them, thereby boosting traffic to your website. Again, originality helps in making slides. You want eye-catching images that grab the attention of the customers you’re trying to pursue. Think about those people who write about the topic you’re using for your brand. Talk to those writers online and give them permission to use your slideshow in their writing efforts.

Online BrandingMake sure you include the best social websites that offer free publicity to target customers. Facebook, Twitter, Google+ and LinkedIn are four of the bigger social media sites. Contribute your brand to social media groups in ways that publicize your brand. Boost website visitation by branding in diverse social media networks. Improve online branding efforts by placing a constant brand on social media sites.

• Distribute material related to your brand regularly. Consistency is imperative for effective social media branding, since it amplifies trust in your brand and your company.

• Share knowledge in online discussion groups and while you’re sharing, make sure you add links to your website to amplify traffic to it.

• Add useful information in an active online community. You can boost traffic to your own website and gather trust in your brand.

• Add question and answers to online sites, such as Quora and Yahoo Answers, as a method of moving traffic to your website.

An online marketing agency, such as JHG Media, can assist you in implementing your online branding efforts to put your message everywhere online in order to substantiate an online reputation, increase trust in your brand and transform social media participants into solid, paying customers for your business. 

Posted by: Joel Canter

How To Define a “Brand”

Managing Brand EquityBrand is a big item on everyone’s agenda. There is service branding and product branding. Social media makes personal branding popular, too. But those of us at JHG Media believe that throwing around the word, “brand,” can result in a definition loss of just what it means; how powerful branding helps commerce and how a good brand brings in additional income.

Organizational theorist, consultant and retired professor from the University of California, Berkeley’s Haas School of Business, David A. Aaker, wrote the following in his book, “Managing Brand Equity”:

A product is something that is made in a factory; a brand is something that is bought by a customer. A product can be copied by a competitor; a brand is unique. A product can be quickly outdated; a successful brand is timeless.”

The fact of the matter is that branding goes beyond the product and involves an encounter that is unforgettable and exceptional so as to leave a lasting impression. The customer’s involvement becomes more important than the product or service. That’s the essence of branding. Intelligent business owners create an upbeat experience which produces customers who tout the company brand with person-to-person communication, which oftentimes today occurs through social media sources. These are the ambassadors, or the advocates of your brand.

What creates a lasting impression? Maybe the purchasing the product or getting the service was a simple act that the customer likes. Perhaps it has exceptional quality, or maybe your business hands out exceptional customer service. A number of possibilities go into a memorable experience.

The Difference Between Personal Branding and Business Branding

Personal branding pertains to an individual’s personal identity. As with brands for commerce, a person’s identity involves features such as strong associations, feelings, attitudes, observed value and quality, along with distinction. When you establish a blog, or create your own page on Facebook, YouTube, Twitter, or Google+, you form your personal brand.

Everybody has favorites. If you wear Nike shoes, ask yourself, what is it that this company does that makes me like their product? Why do people like Disney? What sets Coca-Cola apart from other soft drink companies? What do these businesses associate with to make their brands likeable?

Think about it and analyze the essentials that make brands from these companies successful. Those might be the same fundamentals needed in making an outstanding brand and memorable experience for the customers who play a part in your business. Gather these points for your brand and you’re well on your way to success.

Posted by: Joel Canter

Three Important Elements to Successful Online Branding

Several  combined activities make online branding successful. It’s not only where you perform your branding, but how you do the job that measures the accomplishment of your online branding tactics. Below are a number of things to remember when you launch your brand online.

Be Creative With Your Online Marketing

There are three parts to an effective online branding strategy and they are:

  1. Knowing who you want to target with your brand.
  2. Presenting a benefit to all of your online visitors.
  3. Developing an online personality.

Information should only be placed on your site if it has a definite purpose, and that purpose is to make sure it grabs the attention of the type of customer you’re targeting. When your customer is paying attention, you then can demonstrate that you have something that benefits him or her. You can show off your qualifications, list awards, or indicate superior points when compared to competitors. A tone needs to be set in your online promotional efforts so that your customers regard your online efforts as an old friend.

Then, online marketing efforts should be compared with brochures, information sheets and business letters to ensure that the same branding permeate throughout your business promotions. What you once used might be outdated, making it time to say “goodbye” to outdated material.

The next step is to check your results by tracking click-throughs, online sales and the growth of your market share, all features that can be tracked online. If your brand isn’t working, changes should be made to get it right.

Make Sure Facebook is Part of Your Online Branding Plan

One mistake that shouldn’t be made by any online marketing agency is to ignore Facebook. If you think Facebook is a frivolous website for kids, think again. It’s number one when you’re involved with social media marketing.

JHG MediaSure, it’s a good idea to build business sites in LinkedIn, Twitter, YouTube and Google+. But, you should never forget Facebook. One main reason is that social connections inevitably wander through Facebook. Plus, it’s well used. In a comScore 2013 report, the share of time spent on social networking sites was 83 percent for Facebook and 5.7 percent for the next largest social media competitor, Tumblr. Pinterest is next with a meager 1.9 percent, followed by Twitter at 1.7 percent and LinkedIn with 1.4 percent.

Facebook’s participants equal a billion users worldwide. You just can’t ignore the size of that audience. A key to its success is sharing, which matches nicely with moving your brand into the hands of new customers. Facebook users interact with friends, post status updates and write about their daily lives. When your brand furnishes them with their needs, you gain an audience for your business, which seeks you out.

The numbers say it all. When you want your brand to harness some energy, you need to have a presence on Facebook. Once you know how customers use this social media giant, you’re on your way to successful online branding.

Shape Your Online Branding Strategies Wisely

When you understand what online branding is, you realize that it can drive paying customers to your business by instilling faith in your customers, showing prominence in the marketplace and developing relationships with targeted future customers online. It takes time to implement effective online branding. Here are some ideas that help get the process going.

• Place your brand in as many social media websites as you can maintain on a regular basis. Also, use as many forms of online communication as possible (see the next idea).

youtubeUtilize video branding. YouTube is an excellent media for displaying your brand in video form. With over a billion YouTube users, video branding on this site equals a great potential for future customers to not only see you, but also your unique message. Plus, it equates to increased visits to your website, or other social media sites with your presence. The key to developing videos that hawk your brand on YouTube is to create them in such a way that they really speak to your target customer base. Originality, humor and distinctiveness are all traits to strive for when making a brand video. Online videos are best when they’re short and immediately grab the main points of your brand. DollarShaveClub.com’s video is a good example. Drop the time down to under two minutes. Include important brand properties, such as your business, your product and the benefits they give your customers.

• Create a slide presentation. Photographic slides can be viewed online or downloaded for future reference. This is a perfect medium for guidelines, which offer help to your customers. Another possibility with slide shows is that they can be used by other authors who link to them, thereby boosting traffic to your website. Again, originality helps in making slides. You want eye-catching images that grab the attention of the customers you’re trying to pursue. Think about those people who write about the topic you’re using for your brand. Talk to those writers online and give them permission to use your slideshow in their writing efforts.

Online BrandingMake sure you include the best social websites that offer free publicity to target customers. Facebook, Twitter, Google+ and LinkedIn are four of the bigger social media sites. Contribute your brand to social media groups in ways that publicize your brand. Boost website visitation by branding in diverse social media networks. Improve online branding efforts by placing a constant brand on social media sites.

• Distribute material related to your brand regularly. Consistency is imperative for effective social media branding, since it amplifies trust in your brand and your company.

• Share knowledge in online discussion groups and while you’re sharing, make sure you add links to your website to amplify traffic to it.

• Add useful information in an active online community. You can boost traffic to your own website and gather trust in your brand.

• Add question and answers to online sites, such as Quora and Yahoo Answers, as a method of moving traffic to your website.

An online marketing agency, such as JHG Media, can assist you in implementing your online branding efforts to put your message everywhere online in order to substantiate an online reputation, increase trust in your brand and transform social media participants into solid, paying customers for your business. 

Posted by: Joel Canter