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Category Archives: Online Brand Management

Top 5 Tips For Good Online Brand Management

online brand management

In marketing, brand management is the analysis and preparation on just how that brand is perceived in the market. Forming a good relationship with the target audience is crucial for brand management. Concrete elements of brand management consist of the product itself; look, price, the packaging, etc

Whenever it comes to online brand management there are a lot more elements because you have to present yourself with only images and the written word so it can be more tough. But using this list of the top 5 tips for good online brand management you should be off to a good start!

1. Search Yourself

chances are that you currently have some online exposure. Whether it’s a Facebook Page, a Google listing, or your own company site you probably have something in the information super highway. Search the name of your company and your personal name as well. After that search Google Images the same. There are a lot of pictures within the web world and they will boost (or reduce from) your online brand image.

2. Get Your Domain Name and Start a Website

You can effortlessly go to sites like Godaddy.com to purchase your domain name for your company … hopefully yours is still available now. If it is not available in a.com there are plenty of other domain extensions now that are turning up left and right. For example if your company is called Bliss Yoga and you notice that blissyoga.com is currently taken you can use for bliss.yoga. The very best way to deal with your online brand is to take charge of the information yourself and an internet site is an excellent spot to fill up content.

managing your online brand3. Ramp Up Your Content

The more content you have on the net that is within your authority the better. Have a blog on your website where you can include material at least every other week, otherwise weekly or multiple times a week. This will depend on the characteristic of your business. A news website will have numerous posts and bunches of new material everyday where as a DO-IT-YOURSELF blog site may be better suited for weekly content. Every way you look at it, when you have unique web content with key words that relate to your business you’re gonna be in good shape for the Google bots and your brand will form.

4. Get All Over Social Media

It’s true! Love it or hate it, social media is the strategy to get tons of web content in the world on multiple web platforms. When the Google crawlers discover your web content, key words and backlinks to your site in numerous places throughout the interwebs they will grant you a good reputation. This may be a load of work and lots of small to medium sized companies usually don’t possess the time or the workforce to accomplish this. Don’t stress, there are service providers available like JHG Media Group whose business is designed totally around helping other companies have a better web presence with social media management, web content production, and search engine optimization.

5. Give Your Viewers a Voice

This is the place it gets real. If you find your business on Yelp.com or Tripadvisor.com, or even now Google, your target market already has a voice through having the ability to leave a rank and testimonial of their experience with your business or blog. In your blog you should also allow for a remarks part where you can deal with the voice of your customer first hand. You are going to get raving fans of your product and then you will get the Reputation management with social mediahaters, that’s just life. But when you respond to your customers, visitors, users, etc. that’s from where your integrity shines. It doesn’t matter so much that an individual had a bad experience (it does matter to the degree that you need to look at it and make adjustments where appropriate), but it matters more how you tackle the scenario of their unhappiness. If an owner makes the situation better and turns the dismayed customer into a delighted one they’ve won. Always be that guy. Regardless of how distressed they are it’s always better to take care of it than leave it alone. Negative reviews can spread like wild fire and swiftly get out of hand if you do not manage them.

So there’s your top 5 fundamental tips for good brand management! You’re off to a good start with these points and know that good brand management is an ongoing process. Once again, there certainly are firms you can hire to oversee your brand and reputation for you. It can be a daunting task, but you’re not on your own! If you do want assistance in the brand and reputation management, content creation, or SEO realm get in touch with JHG Media Group.

Quick Guide for Responding to Online Reviews

Online Reputation Management

If you believe web-based reputation management is just for large brands, please reconsider. With the rise in use of social media sites, and the popularity of user-generated review websites like Yelp, SiteJabber, Amazon reviews and even employer review websites such as Glassdoor, monitoring and managing your web-based credibility is more vital than ever before.

Responding to online reviews affects your online reputation

Essentially, reputation management is the process of influencing a business’ or individual’s reputation. In the last few years, reputation management has come to be synonymous with online reputation management; when the phrase is used now, it’s mainly utilized to refer to responding to online reviews, managing search results for brand inquiries and unfavorable critiques on social networks.

Reputation management and social networking sites

Power has indeed shifted away from companies and toward buyers when it involves voicing a company’s marketing message. Even though firms used to be able to very carefully craft their reputation management on social media sitesmessage and later sell it using conventional advertising tactics like billboards, radio and TV spots, nowadays social networking sites have greatly moved those controls to consumers.

This, of course, has made reputation management much more challenging for organizations. The large number of voices involved, and the scattered nature of posts, complaints and unfavorable responses make damage control a lot more difficult than it ever used to be.

How to handle your reputation on social media sites.

A vital first step in social networking site reputation management is recognizing what’s being said about your brand online and then responding to online reviews appropriately. To do this, you’ll have to identify and track keywords and hashtags connected to your brand, goods, employees and competitors to monitor conversations that are taking place on social networking websites.

There certainly are a number of resources you can utilize to monitor these keywords: Tagboard, Hashtagify.me, SocialMention and TweetBinder are some of our faves. These tools allow you to go through numerous social networks to look for keywords and hashtags connected to your company or brand; you can also establish alerts to make sure that you’re informed when your company is discussed. Google Alerts is another excellent, and complimentary, tool for receiving frequent alerts of new brand and keyword mentions directly in your inbox.

managing bad reviews on social mediaWhen you’re aware of exactly what’s being mentioned regarding your brand online, you’ll need to respond appropriately. That said, this is where you’ll want to tread very carefully.At times, simply learning exactly what people are saying will suffice to help guide and inform your customer service-based choices.

There will be occasions, however, when a response is a good idea and even required. For example, in the event that your business is being slammed or defamed, not taking immediate measures can have severe repercussions. Several really good general guidelines for answering unfavorable reviews on social networks include:

  • 1. Responding quickly: Bad reviews or comments– mainly when left unchecked– can spread like wildfire on social networking sites. For instance, a particularly outrageous review on your Facebook Page could be witnessed by countless people within the initial couple hours. Responding immediately is the most effective means to minimize the harm caused by these posts, as it helps to ensure that your perspective is also viewed by anybody reading the initial review.
  • 2. Never delete reviews unless absolutely necessary: Unless a post is racist, offensive, or otherwise in very bad taste, deleting an adverse piece of feedback or review is usually a bad idea. Deleting bad remarks could be viewed as concealing an issue or admitting guilt. There are also proven benefits to replying to reviews, rather than removing them. According to analysis by CRM software company Oracle, 1 out of every 3 users who get a retailer answer to their web-based complaint winds up reposting a good review. In addition, 34% wind up removing their bad review entirely.
  • 3. Reply as a professional, and take it offline if needed: Simply speaking, this will not indicate that you are defending yourself against attacks or criticisms. Your best course of action is to instead take the conversation offline as promptly as can be, contact the consumer directly via instant message, email, or a phone call if you have the number, and deal with the concern one-on-one.  The customer will appreciate this personal approach and the rest of the viewers won’t be witness to the discussion.

Hire a third party to manage your online reputation for you

The above are good ways to stay on top of your online reputation management, but it can still be overwhelming to manage while operating a business day to day.  One solution is to hire a third party company to stay on top of managing your online reputation for you so that you can focus on running your business.  Online reputation management is one of the many things that JHG Media Group can assist you with so that you don’t have to.

Your Reputation Management is Critical!

Reputation Management

There are several companies online that supply reputation management solutions for all business sizes. With the level of transparency that we encounter on the web in these times it is more crucial than ever to control your brand reputation.

Below you will find 5 tips and 5 tools that are incredibly helpful to think about when watching after and cultivating your online reputation. Stick with these and you’ll be off to a great start!

  • 1) Checking your online reputation frequently is going to help you to safeguard against negative web content that is out there by adding more of the positive web content you wish to be seen. The search engines are going to gravitate toward the information that is more robust and frequent.  So keep adding positive brand content!
  • 2) Google your business name and see what appears. If there are any internet sites that are adverse or that you do not control, make an effort to push them down in the search results with your very own pages on social media sites.  When you have multiple social media accounts for your company this creates a lot of content for the search engines to gather. You can also utilize third party business websites like Wikipedia, BBB.org, or various other applicable and reputable sites.
  • 3) Several professionals recommended using Google Chrome’s Incognito mode to search for your company or brand names. Incognito strips out some, although not all, of the personalized search results Google produces for recognized visitors and provides a more generic look that’s closer to what others would see.
  • 4) Check out the first three web pages of your search engine result, not just the first page, because an adverse bit of material on page 3 can ultimately make its way up to page 1. Go back to step 1 and include even more positive web content to push the harmful content down the list.
  • 5) Design a spreadsheet that incorporates all of the search results from the first three pages of your search. Point out which results are positive, bad or neutral, in addition to which ones you regulate or influence and the ones you do not. This develops a baseline when it comes to your online reputation that you can later track to assess your reputation enhancement efforts. Take screen shots of each Google search results page at the beginning and periodically repeat this activity.

 

Online Reputation Management

What good are the tips if you don’t have the tools to implement them?  Here are some great tools to start managing your online reputation:

  • 1) The no. 1 tool for online reputation management is Google Alerts. The cost-free service lets you put together automated email alerts for your business name, product name and high-level executives’ names, so you’ll find out quickly when a fresh mention is published on the internet.
  • 2) JHG Media Group is a really good site for helping you manage your online reputation if you do not have much background with Search Engine Optimization (SEO). They provide recommendations for things you can do to optimize your website so it appears higher in the search results for your brand terms.
  • 3) Online reviews are essential these days. You must use platforms that help you check your online reviews, for example, ReviewPush, Sendible and Trackur, in addition to other internet sites specific to your industry.
  • 4) The Google My Business toolset is really exceptional and it provides wonderful visualizations of your reviews. Getting good reviews on your Google My Business page will definitely enhance your chances of making it into the local search results.  See our article on establishing good local SEO rankings.
  • 5) Social Mention is practical for keeping an eye on your reputation on social media. It’s a complimentary service that lets you see who’s talking about your brand on social media and even more significantly, what exactly they’re saying. It also provides an analysis of brand sentiment, that can easily help businesses identify and address negative brand mentions.

There really are countless tips and tools available to oversee your online reputation and it can get really overwhelming. There are a number of internet sites that are free and give you exceptional platforms to accomplish reputation management by yourself, yet if this isn’t something that you prefer to undertake then you can easily contact expert reputation management companies like JHG Media Group to simply maintain all of it for you!

Online Branding is Important

Online branding, social media

What is online branding?

When it comes to branding the internet has empowered businesses to more effectively reach target audiences in less time and make a stronger impact.

Several professionals think that the goal of online branding is to have customers consistently distinguish a brand. Various others concentrate on combining online branding along with the overall brand experience of consumers in connection with a company, product, or additional branded entity.  Website growth is a key part of online branding as an internet site is used by companies and individuals to present products and services of a brand. Emphasizing a website’s look, features, and business message to supply a benefit experience to site visitors is all part of online branding. Website enhancement for online branding also features making use of a blog to generate content for readers interested in issues associated with the brand.

Online branding also includes social media communication and integration.  Branding through social media consists of distributing knowledge about the brand and steadily interacting with customers. Using sites like Twitter, Facebook, LinkedIn, and YouTube to share expertise about a brand is a common form of online branding through social media.

Act like a user

When writing website or blog content include topics that you would find relevant as a reader yourself. Consider exactly what material and pictures evoke your attention and consider using similar tactics in your own content.

Branding is one of the most vital aspects of any enterprise, big or small, retail or B2B. A successful branding method gives you a major advantage in progressively competitive markets. Your brand is your commitment to your customer. It tells them what they can anticipate from your services and products, and it separates your offering from your competitors’. Your brand is derived from who you are, who you would like to be and who people perceive you to be.

Utilizing the internet is a fantastic way of gaining the right interest, providing integrity on the web, and discovering the most ideal means to improve your online branding. No matter if your a small, medium or large business, online presence is critical and you can reach countless people world wide with the branding of your products/services.

An online presence is one of the best qualities of your brand.  The process of internet branding takes some time, but in most cases online it is achieved much faster than standard branding practices because of the viral nature of the internet. One of the ways to develop online branding is to attach a blog to your company website.

Why search engines love blogs

Search engines love blogs because the content is pertinent and constantly updated.  Blogging is an exceptional manner to share your know-how, build community, and position yourself as a niche professional. It is possibly the very best way to create integrity and will tremendously grow your SEO results and visibility.

In any blog posts you publish, offer effective info. Avoid glaring self-promotion and bad or off-color opinions. Don’t forget that anything you publish will definitely end up being part of the blogosphere. Don’t compose anything you could regret later.

Publish your brand everywhere

Here are a couple of straightforward, tried and true techniques to getting your brand out there:

  • Get a great logo design. Position it everywhere.
  • Jot down your brand messaging.  Know what your major brand message is. Every single staff member should be aware of this too.
  • Integrate your brand. Branding extends to every aspect of your business– how you answer your phones, what you or your salespeople wear on sales calls, your email signature, everything.
  • Design a “voice” for your organization that demonstrates your brand. This voice has to be applied to all written correspondence as well as combined in the graphic images of all materials, online and off.  You can be conversational. You can be snazzy.  You can be professional. But just be consistent.
  • Build a tagline. Write a memorable, purposeful and pithy statement that grabs the essence of your brand.
  • Create layouts and generate brand criteria for your promotion components. Use the same color scheme, logo design placement, feel and look all throughout. You do not have to be fancy, just dependable.
  • Be true to your brand. Customers won’t come back to you– or refer you to other people– if you don’t follow through on your brand pledge.
  • Be dependable. This point is last merely because it includes all of the above and is the most essential recommendation. If you cannot do this, your attempts at creating a brand will fizzle.

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

Online Branding – How to Get Noticed

Online BrandingSeveral activities make online branding a success. It’s not only where you perform your branding, but how you do the job that measures the accomplishment of your branding effort. Below are a number of things to remember while you launch your brand online. 

Be Creative With Your Online Marketing

There are three elements 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 task and that job 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 brand efforts 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. 

JHG MediaMake Sure Facebook is Part of Your Online Branding 

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.

Sure, it’s critical 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. 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.
  • Make 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

Online Brand Management – Importance of Understanding Generic Top-Level Domains

Online Brand ProtectionThe Internet Corporation for Assigned Names and Numbers (ICANN) presented the first generic Top-Level Domains (gTLDs) last fall, which means that the 22 present domains of .com, .org and .net are expanding to as many as 1,400 new domains. This explosive expansion of domains is happening right now, giving brands new potential for use and another area for protecting your brand from exploitation. Online brand management is more important now than ever before.

An unprecedented enlargement of gTLDs means a new strategy needs to be in place to defend your brand. Decisions include whether to register in the new gTLDs, block your brand in the new domains, or to ramp up operations for surveillance of your brand in the upcoming domains. Risk management and legal experts can help develop strategies for this new Internet arena.

Brand Managers Report Over 600 gTLDs Expected in Three Years

An expected expansion of 22 to over 600 gTLDs in the next three years amounts to 27 times today’s number, which means it’s now unaffordable for a company to register all brand names in this many extensions. It means that the traditional method of defensive domain registrations must switch to a system of monitoring this growing Internet nomenclature to protect brands. Gather your brand protection forces and foster strategies for sensing and alleviating new domains which encroach on your brands and embezzle customers from your business.

Beware of the Copycat Brand Stealers

With the ever-present smart phone, customers expect unified brands through all media. It means that corrupt entities out to steal brands are wise to inventing duplicate websites, with matching phone apps, which pull web customers into their waiting hands. Twenty percent of all online shoppers are conned into looking at a phony website selling product not made by the company they seek.

By constructing a thorough online brand management protection plan, your company can enhance your brand and grow trust in your customers by ensuring that they aren’t lured into the hands of mischievous imitators of your brand.

 

 

Online Brand Management Requires Fast Movement

Whether you’re involving your brand on social media or for mobile applications, these marketplaces are constantly changing with the addition of newer social networks and the daily inclusion of apps for mobile phones. As these electronic formats evolve, you must be just as fluid with your brand management, so that you can keep your brand one step ahead of those who might want to duplicate it. With the constant uptick of overseas social websites, an ever-increasing birth of brand hijackers is possible, thereby requiring a worldwide scrutinizing technique.

Move Domain Defense into Your Top Priority

As more domains enter the Internet world, those who want to commandeer your brand and even hack and pull down your website are an even more growing threat. Since a domain is your online business castle, a full-time emphasis must go into protecting it. Ultramodern security and several tiers of domain protection should be used to make sure this is a top priority for your business.

There are Advantages to Brand Protection

Besides defending your brand, a vigilant brand protection strategy builds confidence in your consumer base and protects your brand from a variance in distribution, service, pricing and the marketing of your precise products and services. By teaming up with legal entities to safeguard your brand, you can witness significant income gains, while at the same time you take a bite out of the fraudsters who might do harm to your company.

 Posted by: Joel Canter

Strategic Brand Management For Your Business

brand managementStrategy is a natural phenomenon associated with brand management, so strategic brand management is a pure statement of fact. In order to understand this term, you first must answer the question, “What is brand management?” Brand management is communicating to the public in a way that launches, publicizes and maintains the reliability of a specific product or service. Initial brand management includes investigations into setting the brand into the market, determining a target audience for the brand and strategies for maintaining the brand’s reputation.

 

A Strategic Brand Management Process Starts With a Purpose

Before marching down the lane of brand management strategies, one must first establish a clear purpose for a brand. Effective brands involve a strategy defined by its purpose, which detail management steps for putting the brand into place. Money isn’t in this initial consideration. It’s more of a deliberation on how different the service or product is from others in the industry. True loyalty to a product or service happens when something sets it apart from the rest and makes its uniqueness a message that is trumpeted.

Narrowing down customers is essential when deciding how to aim your brand. Decisions should be based on:

  • What type of customers will respond favorably to the brand.
  • What message in the brand piques the interest of which type of customer.
  • Which customers are the most important to helping gain the highest share of the market with the brand.

 

 

By going through this scrutiny, you can determine where the best profit potential originates from, and often the uniqueness of your service or product can touch a chord in your brand, which is missed by the competition in your industry.

JHG Media can collect data and manipulate it to help you establish accurate customer profiles for determining appropriate target audience groups for your brand. Other proper statistics include how often and how much certain buyers make purchases from your business. An effective strategy includes considering whether your focus involves maintaining loyalty with existing customers, targeting a better group to enhance loyalty, or gathering a brand new customer base through your brand.

The purpose of your brand might be to reward a key customer type. By building your customer base, your company’s brand can enjoy a long-term phenomenon that helps to recruit business and income for your company.

Perceived value is an important aspect of any brand strategy. By establishing value in your brand, you set your company’s product or service apart from the competition. So, by listing the benefits of your product, and including those benefits into your brand, you establish a core reason why customers want to put down their money to continue buying the product that your business sells to them.

When you add in pricing, your customer’s understanding of your brand, your company’s support of the product and how available that product is in the market, you’re able to position your brand in such a way as to draw in customer traffic and give your business a profitable solution.

Get on Board the New Strategic Brand Management

Technological trends for 2014 through 2016 point toward a higher effort to bring about an increase in corporate brand management methods. Here are some ideas that the experts are forecasting for the next few years:

  • As more and more customers become technologically connected, the electronic world ties together with a closer affinity to the physical world to such an extent that customers want service, whether they’re talking to you in your store or communicating with your website.
  • If a business isn’t producing an electronic store front, it probably equals the death of that company. Furthermore, if the business cannot keep up with the demand from electronic-mobile customers, it may no longer exist.
  • Since more and more information is going online, there is a greater need for complex security measures.
  • Electronic processes lend toward a more automated self-service feature from business websites. With this automation comes an ever more electronic brand presence for all businesses online.
  • Yesterday’s data limitations evaporate as analysis methods become more collaborative. Expanded data means strategies are easier to assimilate with regard to future brand management exercises.
  • Sensors and devices connected to the Internet means wearable computing, or the once fantasy notion of Dick Tracy using his “walkie-talkie” watch, will become common place. This equals an even higher Internet usage by customers looking for your brand information.
  • With greater Internet connectivity, trust in a company receives severe injury if it’s not “out there” with a strong online brand.
  • Software and electronic technology advances equal even faster Internet connectivity or super-fast performance on a variety of business workloads. As speed increases, so does the demand by the public for even faster answers to their questions from your business. Strategically, this needs to be considered when managing your brand.

As we consider the technological side of human life in the future, we also must realize that we’re still dealing with the yin and yang of human nature. There is a duality in everyone that we must somehow consider when aligning a brand to a specific consumer target group. Not only do we long to be part of a group, but we also wish to be left alone. We want peace on earth, yet when we feel threatened as a nation, we are ready to wage war.

So, brands must simultaneously be constant and reliable, while being exciting. The consistency element equates to a brand making sense without a second thought. When you grab for a Coca-Cola, it always tastes the same and it’s always in a red can or a bottle with a red label. On the other hand, we want a brand that saves us money, solves our problems and gives other people something to talk about. We seek excitement in our lives.

What does this mean for you? It means that while you’re using strategic brand management to bring on a consistent online message, it’s equally imperative that every distinction of your brand is teased out to the public in a continuous reiteration of your message.

Related links: http://www.slideshare.net/rishistd/strategic-brand-management-1-presentation, http://smallbusiness.foxbusiness.com/marketing-sales/2013/12/12/why-online-brand-management-matters-even-offline/, http://www.entrepreneur.com/article/230187

 Posted by: Joel Canter

Achieve a Cohesive Voice Through Online Brand Management

Online brand management involves utilizing social media websites to promote your company’s message in a unique, positive and consistent manner to help boost your website’s search engine result status and to build a faithful following that helps promote your company and its products. It also involves monitoring your brand in order to extenuate the positives and negate any negative messaging.

 

 

Three Concepts Come With Online Brand Management Services

Online Brand ManagementStrategic brand management entails managing your message in such a way as to accomplish the following:

  • To make your brand unique enough to stand out from other brands in your industry.
  • To partner your brand with an optimistic outlook.
  • To give your brand a constant message that is always being seen online.

One method of adding uniqueness to your brand is to develop your own social media. In marketing lingo, this is classified as a “unique selling proposition,” or USP. The idea is that your company develops an explicit advantage relayed to potential customers associated with your product or service that isn’t available from anyone else.

Optimism is essential with online branding. There is always going to be some disapproval in the social media realm that equals a pessimistic scope of discussion. Your key is to bring the total quantity of positive and negative comments associated with your brand into a general upbeat tone. To accomplish that goal, you:

  • Don’t disregard negative comments, but instead address them with a positive twist.
  • Never join in on a deleterious social media tirade.
  • Stay on the up-and-up when dealing with disagreements and swerve away from vague comments, or dishonest statements.

When you present a consistent message or brand, your followers have an easier time grabbing onto aspects in the social media arena that they like about your brand. Plus, customers who follow you on Twitter, Pinterest, or Facebook look forward to your message and are disappointed when they don’t see anything posted from you, hence, the need for consistency. You also need uniformity in the message that you present.

Bottom line, before you start on the quest to answer, “what is brand management?” you need to set some goals on what you want to say, and establish some guidelines through which to filter your social media messages, helping to enable you to place that consistently upbeat and distinctive brand out there to future potential customers.

 

Monitoring is Part of a Good Online Brand Strategy

Online Reputation ManagementBy listening to online conversations, you’re alerted to the possibility of future emergencies. Monitoring the social media galaxy allows you to become an effective online reputation management professional. Such online examination includes looking for complaints, issues, status updates, tweets, blogs and news items related to your company’s brand. It involves tracking your brand in such a way to alert you whenever it is mentioned online.

Effective online tracking includes looking for potential abbreviations and possible misspellings, so as to gather up all negative comments written by others who don’t want to be detected and who write negative comments that include misspellings and abbreviations on purpose.

 

Online Brand Marketing Hands You Customer Service Prospects

When you listen for comments about your brand online, such monitoring gives you a golden opportunity to gain on the customer service side of your business. Customers don’t always communicate with your website. Often, people would rather post something about you in their Facebook “status” section, add a tweet to their Twitter account or develop an entire blog post in their own daily blog. When you scrutinize for your brand throughout the entire social media world, you find the “other” comments written about your brand, making it possible to add to your positive customer service comments.

News is not always established through conventional means with today’s social media climate. Virtually anyone can be a journalist these days, because of smart phones that take still photographs and videos. The only way to know if your brand is part of today’s online news is through effective brand monitoring.

To start your monitoring techniques, first register probable domain names that are a direct link to your brand. Remember, include potential abbreviations. Also, think about not only yourbrand.com, but the .org and .biz domain names. Another consideration is to remember the free domain names at .wordpress.com and .blogspot.com.

Grab your brand name on pertinent social media websites. If you think it costs too much money to own all of the Internet names associated with your brand, consider attorney fees associated with legal battles to gain these names in the future, when someone else is “legally” able to muddy up your brand.

Next, use Google Alerts to help you monitor your brand. Over 80 percent of the searches performed online are through Google. With their alerts service, you can receive an e-mail every time a specific phrase is searched through Google. It might include a word associated with your brand, a keyword in your industry, or your business or personal name.

There are a multitude of online engagement and listening tools that are available to help you in monitoring a variety of phrases, words and thoughts expressed online. Managing a multiplicity of online websites and platforms is a time-consuming chore and takes away from your primary form of business.

JHG MediaThat’s where JHG Media comes into the picture. When you hire a professional who is familiar with online reputation and brand management techniques, you get the results you need without the requirement of adding time to this task. Because, let’s face it, there’s only so much time in a day to get necessary items accomplished in order to make your business thrive. But, ignore today’s online social media trends and both you and your business could end up dead in the water.

Now is the time to get ahead of the curve and place online brand management at the forefront of your business plan. Your personal JHG Media representative can show you ways in which successful brand management in today’s social media world not only enhances your business, but also averts potential hazards in the future.

 

Posted by: Joel Canter

Top 5 Tips For Good Online Brand Management

online brand management

In marketing, brand management is the analysis and preparation on just how that brand is perceived in the market. Forming a good relationship with the target audience is crucial for brand management. Concrete elements of brand management consist of the product itself; look, price, the packaging, etc

Whenever it comes to online brand management there are a lot more elements because you have to present yourself with only images and the written word so it can be more tough. But using this list of the top 5 tips for good online brand management you should be off to a good start!

1. Search Yourself

chances are that you currently have some online exposure. Whether it’s a Facebook Page, a Google listing, or your own company site you probably have something in the information super highway. Search the name of your company and your personal name as well. After that search Google Images the same. There are a lot of pictures within the web world and they will boost (or reduce from) your online brand image.

2. Get Your Domain Name and Start a Website

You can effortlessly go to sites like Godaddy.com to purchase your domain name for your company … hopefully yours is still available now. If it is not available in a.com there are plenty of other domain extensions now that are turning up left and right. For example if your company is called Bliss Yoga and you notice that blissyoga.com is currently taken you can use for bliss.yoga. The very best way to deal with your online brand is to take charge of the information yourself and an internet site is an excellent spot to fill up content.

managing your online brand3. Ramp Up Your Content

The more content you have on the net that is within your authority the better. Have a blog on your website where you can include material at least every other week, otherwise weekly or multiple times a week. This will depend on the characteristic of your business. A news website will have numerous posts and bunches of new material everyday where as a DO-IT-YOURSELF blog site may be better suited for weekly content. Every way you look at it, when you have unique web content with key words that relate to your business you’re gonna be in good shape for the Google bots and your brand will form.

4. Get All Over Social Media

It’s true! Love it or hate it, social media is the strategy to get tons of web content in the world on multiple web platforms. When the Google crawlers discover your web content, key words and backlinks to your site in numerous places throughout the interwebs they will grant you a good reputation. This may be a load of work and lots of small to medium sized companies usually don’t possess the time or the workforce to accomplish this. Don’t stress, there are service providers available like JHG Media Group whose business is designed totally around helping other companies have a better web presence with social media management, web content production, and search engine optimization.

5. Give Your Viewers a Voice

This is the place it gets real. If you find your business on Yelp.com or Tripadvisor.com, or even now Google, your target market already has a voice through having the ability to leave a rank and testimonial of their experience with your business or blog. In your blog you should also allow for a remarks part where you can deal with the voice of your customer first hand. You are going to get raving fans of your product and then you will get the Reputation management with social mediahaters, that’s just life. But when you respond to your customers, visitors, users, etc. that’s from where your integrity shines. It doesn’t matter so much that an individual had a bad experience (it does matter to the degree that you need to look at it and make adjustments where appropriate), but it matters more how you tackle the scenario of their unhappiness. If an owner makes the situation better and turns the dismayed customer into a delighted one they’ve won. Always be that guy. Regardless of how distressed they are it’s always better to take care of it than leave it alone. Negative reviews can spread like wild fire and swiftly get out of hand if you do not manage them.

So there’s your top 5 fundamental tips for good brand management! You’re off to a good start with these points and know that good brand management is an ongoing process. Once again, there certainly are firms you can hire to oversee your brand and reputation for you. It can be a daunting task, but you’re not on your own! If you do want assistance in the brand and reputation management, content creation, or SEO realm get in touch with JHG Media Group.

Quick Guide for Responding to Online Reviews

Online Reputation Management

If you believe web-based reputation management is just for large brands, please reconsider. With the rise in use of social media sites, and the popularity of user-generated review websites like Yelp, SiteJabber, Amazon reviews and even employer review websites such as Glassdoor, monitoring and managing your web-based credibility is more vital than ever before.

Responding to online reviews affects your online reputation

Essentially, reputation management is the process of influencing a business’ or individual’s reputation. In the last few years, reputation management has come to be synonymous with online reputation management; when the phrase is used now, it’s mainly utilized to refer to responding to online reviews, managing search results for brand inquiries and unfavorable critiques on social networks.

Reputation management and social networking sites

Power has indeed shifted away from companies and toward buyers when it involves voicing a company’s marketing message. Even though firms used to be able to very carefully craft their reputation management on social media sitesmessage and later sell it using conventional advertising tactics like billboards, radio and TV spots, nowadays social networking sites have greatly moved those controls to consumers.

This, of course, has made reputation management much more challenging for organizations. The large number of voices involved, and the scattered nature of posts, complaints and unfavorable responses make damage control a lot more difficult than it ever used to be.

How to handle your reputation on social media sites.

A vital first step in social networking site reputation management is recognizing what’s being said about your brand online and then responding to online reviews appropriately. To do this, you’ll have to identify and track keywords and hashtags connected to your brand, goods, employees and competitors to monitor conversations that are taking place on social networking websites.

There certainly are a number of resources you can utilize to monitor these keywords: Tagboard, Hashtagify.me, SocialMention and TweetBinder are some of our faves. These tools allow you to go through numerous social networks to look for keywords and hashtags connected to your company or brand; you can also establish alerts to make sure that you’re informed when your company is discussed. Google Alerts is another excellent, and complimentary, tool for receiving frequent alerts of new brand and keyword mentions directly in your inbox.

managing bad reviews on social mediaWhen you’re aware of exactly what’s being mentioned regarding your brand online, you’ll need to respond appropriately. That said, this is where you’ll want to tread very carefully.At times, simply learning exactly what people are saying will suffice to help guide and inform your customer service-based choices.

There will be occasions, however, when a response is a good idea and even required. For example, in the event that your business is being slammed or defamed, not taking immediate measures can have severe repercussions. Several really good general guidelines for answering unfavorable reviews on social networks include:

  • 1. Responding quickly: Bad reviews or comments– mainly when left unchecked– can spread like wildfire on social networking sites. For instance, a particularly outrageous review on your Facebook Page could be witnessed by countless people within the initial couple hours. Responding immediately is the most effective means to minimize the harm caused by these posts, as it helps to ensure that your perspective is also viewed by anybody reading the initial review.
  • 2. Never delete reviews unless absolutely necessary: Unless a post is racist, offensive, or otherwise in very bad taste, deleting an adverse piece of feedback or review is usually a bad idea. Deleting bad remarks could be viewed as concealing an issue or admitting guilt. There are also proven benefits to replying to reviews, rather than removing them. According to analysis by CRM software company Oracle, 1 out of every 3 users who get a retailer answer to their web-based complaint winds up reposting a good review. In addition, 34% wind up removing their bad review entirely.
  • 3. Reply as a professional, and take it offline if needed: Simply speaking, this will not indicate that you are defending yourself against attacks or criticisms. Your best course of action is to instead take the conversation offline as promptly as can be, contact the consumer directly via instant message, email, or a phone call if you have the number, and deal with the concern one-on-one.  The customer will appreciate this personal approach and the rest of the viewers won’t be witness to the discussion.

Hire a third party to manage your online reputation for you

The above are good ways to stay on top of your online reputation management, but it can still be overwhelming to manage while operating a business day to day.  One solution is to hire a third party company to stay on top of managing your online reputation for you so that you can focus on running your business.  Online reputation management is one of the many things that JHG Media Group can assist you with so that you don’t have to.

Your Reputation Management is Critical!

Reputation Management

There are several companies online that supply reputation management solutions for all business sizes. With the level of transparency that we encounter on the web in these times it is more crucial than ever to control your brand reputation.

Below you will find 5 tips and 5 tools that are incredibly helpful to think about when watching after and cultivating your online reputation. Stick with these and you’ll be off to a great start!

  • 1) Checking your online reputation frequently is going to help you to safeguard against negative web content that is out there by adding more of the positive web content you wish to be seen. The search engines are going to gravitate toward the information that is more robust and frequent.  So keep adding positive brand content!
  • 2) Google your business name and see what appears. If there are any internet sites that are adverse or that you do not control, make an effort to push them down in the search results with your very own pages on social media sites.  When you have multiple social media accounts for your company this creates a lot of content for the search engines to gather. You can also utilize third party business websites like Wikipedia, BBB.org, or various other applicable and reputable sites.
  • 3) Several professionals recommended using Google Chrome’s Incognito mode to search for your company or brand names. Incognito strips out some, although not all, of the personalized search results Google produces for recognized visitors and provides a more generic look that’s closer to what others would see.
  • 4) Check out the first three web pages of your search engine result, not just the first page, because an adverse bit of material on page 3 can ultimately make its way up to page 1. Go back to step 1 and include even more positive web content to push the harmful content down the list.
  • 5) Design a spreadsheet that incorporates all of the search results from the first three pages of your search. Point out which results are positive, bad or neutral, in addition to which ones you regulate or influence and the ones you do not. This develops a baseline when it comes to your online reputation that you can later track to assess your reputation enhancement efforts. Take screen shots of each Google search results page at the beginning and periodically repeat this activity.

 

Online Reputation Management

What good are the tips if you don’t have the tools to implement them?  Here are some great tools to start managing your online reputation:

  • 1) The no. 1 tool for online reputation management is Google Alerts. The cost-free service lets you put together automated email alerts for your business name, product name and high-level executives’ names, so you’ll find out quickly when a fresh mention is published on the internet.
  • 2) JHG Media Group is a really good site for helping you manage your online reputation if you do not have much background with Search Engine Optimization (SEO). They provide recommendations for things you can do to optimize your website so it appears higher in the search results for your brand terms.
  • 3) Online reviews are essential these days. You must use platforms that help you check your online reviews, for example, ReviewPush, Sendible and Trackur, in addition to other internet sites specific to your industry.
  • 4) The Google My Business toolset is really exceptional and it provides wonderful visualizations of your reviews. Getting good reviews on your Google My Business page will definitely enhance your chances of making it into the local search results.  See our article on establishing good local SEO rankings.
  • 5) Social Mention is practical for keeping an eye on your reputation on social media. It’s a complimentary service that lets you see who’s talking about your brand on social media and even more significantly, what exactly they’re saying. It also provides an analysis of brand sentiment, that can easily help businesses identify and address negative brand mentions.

There really are countless tips and tools available to oversee your online reputation and it can get really overwhelming. There are a number of internet sites that are free and give you exceptional platforms to accomplish reputation management by yourself, yet if this isn’t something that you prefer to undertake then you can easily contact expert reputation management companies like JHG Media Group to simply maintain all of it for you!

Online Branding is Important

Online branding, social media

What is online branding?

When it comes to branding the internet has empowered businesses to more effectively reach target audiences in less time and make a stronger impact.

Several professionals think that the goal of online branding is to have customers consistently distinguish a brand. Various others concentrate on combining online branding along with the overall brand experience of consumers in connection with a company, product, or additional branded entity.  Website growth is a key part of online branding as an internet site is used by companies and individuals to present products and services of a brand. Emphasizing a website’s look, features, and business message to supply a benefit experience to site visitors is all part of online branding. Website enhancement for online branding also features making use of a blog to generate content for readers interested in issues associated with the brand.

Online branding also includes social media communication and integration.  Branding through social media consists of distributing knowledge about the brand and steadily interacting with customers. Using sites like Twitter, Facebook, LinkedIn, and YouTube to share expertise about a brand is a common form of online branding through social media.

Act like a user

When writing website or blog content include topics that you would find relevant as a reader yourself. Consider exactly what material and pictures evoke your attention and consider using similar tactics in your own content.

Branding is one of the most vital aspects of any enterprise, big or small, retail or B2B. A successful branding method gives you a major advantage in progressively competitive markets. Your brand is your commitment to your customer. It tells them what they can anticipate from your services and products, and it separates your offering from your competitors’. Your brand is derived from who you are, who you would like to be and who people perceive you to be.

Utilizing the internet is a fantastic way of gaining the right interest, providing integrity on the web, and discovering the most ideal means to improve your online branding. No matter if your a small, medium or large business, online presence is critical and you can reach countless people world wide with the branding of your products/services.

An online presence is one of the best qualities of your brand.  The process of internet branding takes some time, but in most cases online it is achieved much faster than standard branding practices because of the viral nature of the internet. One of the ways to develop online branding is to attach a blog to your company website.

Why search engines love blogs

Search engines love blogs because the content is pertinent and constantly updated.  Blogging is an exceptional manner to share your know-how, build community, and position yourself as a niche professional. It is possibly the very best way to create integrity and will tremendously grow your SEO results and visibility.

In any blog posts you publish, offer effective info. Avoid glaring self-promotion and bad or off-color opinions. Don’t forget that anything you publish will definitely end up being part of the blogosphere. Don’t compose anything you could regret later.

Publish your brand everywhere

Here are a couple of straightforward, tried and true techniques to getting your brand out there:

  • Get a great logo design. Position it everywhere.
  • Jot down your brand messaging.  Know what your major brand message is. Every single staff member should be aware of this too.
  • Integrate your brand. Branding extends to every aspect of your business– how you answer your phones, what you or your salespeople wear on sales calls, your email signature, everything.
  • Design a “voice” for your organization that demonstrates your brand. This voice has to be applied to all written correspondence as well as combined in the graphic images of all materials, online and off.  You can be conversational. You can be snazzy.  You can be professional. But just be consistent.
  • Build a tagline. Write a memorable, purposeful and pithy statement that grabs the essence of your brand.
  • Create layouts and generate brand criteria for your promotion components. Use the same color scheme, logo design placement, feel and look all throughout. You do not have to be fancy, just dependable.
  • Be true to your brand. Customers won’t come back to you– or refer you to other people– if you don’t follow through on your brand pledge.
  • Be dependable. This point is last merely because it includes all of the above and is the most essential recommendation. If you cannot do this, your attempts at creating a brand will fizzle.

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

Online Branding – How to Get Noticed

Online BrandingSeveral activities make online branding a success. It’s not only where you perform your branding, but how you do the job that measures the accomplishment of your branding effort. Below are a number of things to remember while you launch your brand online. 

Be Creative With Your Online Marketing

There are three elements 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 task and that job 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 brand efforts 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. 

JHG MediaMake Sure Facebook is Part of Your Online Branding 

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.

Sure, it’s critical 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. 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.
  • Make 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

Online Brand Management – Importance of Understanding Generic Top-Level Domains

Online Brand ProtectionThe Internet Corporation for Assigned Names and Numbers (ICANN) presented the first generic Top-Level Domains (gTLDs) last fall, which means that the 22 present domains of .com, .org and .net are expanding to as many as 1,400 new domains. This explosive expansion of domains is happening right now, giving brands new potential for use and another area for protecting your brand from exploitation. Online brand management is more important now than ever before.

An unprecedented enlargement of gTLDs means a new strategy needs to be in place to defend your brand. Decisions include whether to register in the new gTLDs, block your brand in the new domains, or to ramp up operations for surveillance of your brand in the upcoming domains. Risk management and legal experts can help develop strategies for this new Internet arena.

Brand Managers Report Over 600 gTLDs Expected in Three Years

An expected expansion of 22 to over 600 gTLDs in the next three years amounts to 27 times today’s number, which means it’s now unaffordable for a company to register all brand names in this many extensions. It means that the traditional method of defensive domain registrations must switch to a system of monitoring this growing Internet nomenclature to protect brands. Gather your brand protection forces and foster strategies for sensing and alleviating new domains which encroach on your brands and embezzle customers from your business.

Beware of the Copycat Brand Stealers

With the ever-present smart phone, customers expect unified brands through all media. It means that corrupt entities out to steal brands are wise to inventing duplicate websites, with matching phone apps, which pull web customers into their waiting hands. Twenty percent of all online shoppers are conned into looking at a phony website selling product not made by the company they seek.

By constructing a thorough online brand management protection plan, your company can enhance your brand and grow trust in your customers by ensuring that they aren’t lured into the hands of mischievous imitators of your brand.

 

 

Online Brand Management Requires Fast Movement

Whether you’re involving your brand on social media or for mobile applications, these marketplaces are constantly changing with the addition of newer social networks and the daily inclusion of apps for mobile phones. As these electronic formats evolve, you must be just as fluid with your brand management, so that you can keep your brand one step ahead of those who might want to duplicate it. With the constant uptick of overseas social websites, an ever-increasing birth of brand hijackers is possible, thereby requiring a worldwide scrutinizing technique.

Move Domain Defense into Your Top Priority

As more domains enter the Internet world, those who want to commandeer your brand and even hack and pull down your website are an even more growing threat. Since a domain is your online business castle, a full-time emphasis must go into protecting it. Ultramodern security and several tiers of domain protection should be used to make sure this is a top priority for your business.

There are Advantages to Brand Protection

Besides defending your brand, a vigilant brand protection strategy builds confidence in your consumer base and protects your brand from a variance in distribution, service, pricing and the marketing of your precise products and services. By teaming up with legal entities to safeguard your brand, you can witness significant income gains, while at the same time you take a bite out of the fraudsters who might do harm to your company.

 Posted by: Joel Canter

Strategic Brand Management For Your Business

brand managementStrategy is a natural phenomenon associated with brand management, so strategic brand management is a pure statement of fact. In order to understand this term, you first must answer the question, “What is brand management?” Brand management is communicating to the public in a way that launches, publicizes and maintains the reliability of a specific product or service. Initial brand management includes investigations into setting the brand into the market, determining a target audience for the brand and strategies for maintaining the brand’s reputation.

 

A Strategic Brand Management Process Starts With a Purpose

Before marching down the lane of brand management strategies, one must first establish a clear purpose for a brand. Effective brands involve a strategy defined by its purpose, which detail management steps for putting the brand into place. Money isn’t in this initial consideration. It’s more of a deliberation on how different the service or product is from others in the industry. True loyalty to a product or service happens when something sets it apart from the rest and makes its uniqueness a message that is trumpeted.

Narrowing down customers is essential when deciding how to aim your brand. Decisions should be based on:

  • What type of customers will respond favorably to the brand.
  • What message in the brand piques the interest of which type of customer.
  • Which customers are the most important to helping gain the highest share of the market with the brand.

 

 

By going through this scrutiny, you can determine where the best profit potential originates from, and often the uniqueness of your service or product can touch a chord in your brand, which is missed by the competition in your industry.

JHG Media can collect data and manipulate it to help you establish accurate customer profiles for determining appropriate target audience groups for your brand. Other proper statistics include how often and how much certain buyers make purchases from your business. An effective strategy includes considering whether your focus involves maintaining loyalty with existing customers, targeting a better group to enhance loyalty, or gathering a brand new customer base through your brand.

The purpose of your brand might be to reward a key customer type. By building your customer base, your company’s brand can enjoy a long-term phenomenon that helps to recruit business and income for your company.

Perceived value is an important aspect of any brand strategy. By establishing value in your brand, you set your company’s product or service apart from the competition. So, by listing the benefits of your product, and including those benefits into your brand, you establish a core reason why customers want to put down their money to continue buying the product that your business sells to them.

When you add in pricing, your customer’s understanding of your brand, your company’s support of the product and how available that product is in the market, you’re able to position your brand in such a way as to draw in customer traffic and give your business a profitable solution.

Get on Board the New Strategic Brand Management

Technological trends for 2014 through 2016 point toward a higher effort to bring about an increase in corporate brand management methods. Here are some ideas that the experts are forecasting for the next few years:

  • As more and more customers become technologically connected, the electronic world ties together with a closer affinity to the physical world to such an extent that customers want service, whether they’re talking to you in your store or communicating with your website.
  • If a business isn’t producing an electronic store front, it probably equals the death of that company. Furthermore, if the business cannot keep up with the demand from electronic-mobile customers, it may no longer exist.
  • Since more and more information is going online, there is a greater need for complex security measures.
  • Electronic processes lend toward a more automated self-service feature from business websites. With this automation comes an ever more electronic brand presence for all businesses online.
  • Yesterday’s data limitations evaporate as analysis methods become more collaborative. Expanded data means strategies are easier to assimilate with regard to future brand management exercises.
  • Sensors and devices connected to the Internet means wearable computing, or the once fantasy notion of Dick Tracy using his “walkie-talkie” watch, will become common place. This equals an even higher Internet usage by customers looking for your brand information.
  • With greater Internet connectivity, trust in a company receives severe injury if it’s not “out there” with a strong online brand.
  • Software and electronic technology advances equal even faster Internet connectivity or super-fast performance on a variety of business workloads. As speed increases, so does the demand by the public for even faster answers to their questions from your business. Strategically, this needs to be considered when managing your brand.

As we consider the technological side of human life in the future, we also must realize that we’re still dealing with the yin and yang of human nature. There is a duality in everyone that we must somehow consider when aligning a brand to a specific consumer target group. Not only do we long to be part of a group, but we also wish to be left alone. We want peace on earth, yet when we feel threatened as a nation, we are ready to wage war.

So, brands must simultaneously be constant and reliable, while being exciting. The consistency element equates to a brand making sense without a second thought. When you grab for a Coca-Cola, it always tastes the same and it’s always in a red can or a bottle with a red label. On the other hand, we want a brand that saves us money, solves our problems and gives other people something to talk about. We seek excitement in our lives.

What does this mean for you? It means that while you’re using strategic brand management to bring on a consistent online message, it’s equally imperative that every distinction of your brand is teased out to the public in a continuous reiteration of your message.

Related links: http://www.slideshare.net/rishistd/strategic-brand-management-1-presentation, http://smallbusiness.foxbusiness.com/marketing-sales/2013/12/12/why-online-brand-management-matters-even-offline/, http://www.entrepreneur.com/article/230187

 Posted by: Joel Canter

Achieve a Cohesive Voice Through Online Brand Management

Online brand management involves utilizing social media websites to promote your company’s message in a unique, positive and consistent manner to help boost your website’s search engine result status and to build a faithful following that helps promote your company and its products. It also involves monitoring your brand in order to extenuate the positives and negate any negative messaging.

 

 

Three Concepts Come With Online Brand Management Services

Online Brand ManagementStrategic brand management entails managing your message in such a way as to accomplish the following:

  • To make your brand unique enough to stand out from other brands in your industry.
  • To partner your brand with an optimistic outlook.
  • To give your brand a constant message that is always being seen online.

One method of adding uniqueness to your brand is to develop your own social media. In marketing lingo, this is classified as a “unique selling proposition,” or USP. The idea is that your company develops an explicit advantage relayed to potential customers associated with your product or service that isn’t available from anyone else.

Optimism is essential with online branding. There is always going to be some disapproval in the social media realm that equals a pessimistic scope of discussion. Your key is to bring the total quantity of positive and negative comments associated with your brand into a general upbeat tone. To accomplish that goal, you:

  • Don’t disregard negative comments, but instead address them with a positive twist.
  • Never join in on a deleterious social media tirade.
  • Stay on the up-and-up when dealing with disagreements and swerve away from vague comments, or dishonest statements.

When you present a consistent message or brand, your followers have an easier time grabbing onto aspects in the social media arena that they like about your brand. Plus, customers who follow you on Twitter, Pinterest, or Facebook look forward to your message and are disappointed when they don’t see anything posted from you, hence, the need for consistency. You also need uniformity in the message that you present.

Bottom line, before you start on the quest to answer, “what is brand management?” you need to set some goals on what you want to say, and establish some guidelines through which to filter your social media messages, helping to enable you to place that consistently upbeat and distinctive brand out there to future potential customers.

 

Monitoring is Part of a Good Online Brand Strategy

Online Reputation ManagementBy listening to online conversations, you’re alerted to the possibility of future emergencies. Monitoring the social media galaxy allows you to become an effective online reputation management professional. Such online examination includes looking for complaints, issues, status updates, tweets, blogs and news items related to your company’s brand. It involves tracking your brand in such a way to alert you whenever it is mentioned online.

Effective online tracking includes looking for potential abbreviations and possible misspellings, so as to gather up all negative comments written by others who don’t want to be detected and who write negative comments that include misspellings and abbreviations on purpose.

 

Online Brand Marketing Hands You Customer Service Prospects

When you listen for comments about your brand online, such monitoring gives you a golden opportunity to gain on the customer service side of your business. Customers don’t always communicate with your website. Often, people would rather post something about you in their Facebook “status” section, add a tweet to their Twitter account or develop an entire blog post in their own daily blog. When you scrutinize for your brand throughout the entire social media world, you find the “other” comments written about your brand, making it possible to add to your positive customer service comments.

News is not always established through conventional means with today’s social media climate. Virtually anyone can be a journalist these days, because of smart phones that take still photographs and videos. The only way to know if your brand is part of today’s online news is through effective brand monitoring.

To start your monitoring techniques, first register probable domain names that are a direct link to your brand. Remember, include potential abbreviations. Also, think about not only yourbrand.com, but the .org and .biz domain names. Another consideration is to remember the free domain names at .wordpress.com and .blogspot.com.

Grab your brand name on pertinent social media websites. If you think it costs too much money to own all of the Internet names associated with your brand, consider attorney fees associated with legal battles to gain these names in the future, when someone else is “legally” able to muddy up your brand.

Next, use Google Alerts to help you monitor your brand. Over 80 percent of the searches performed online are through Google. With their alerts service, you can receive an e-mail every time a specific phrase is searched through Google. It might include a word associated with your brand, a keyword in your industry, or your business or personal name.

There are a multitude of online engagement and listening tools that are available to help you in monitoring a variety of phrases, words and thoughts expressed online. Managing a multiplicity of online websites and platforms is a time-consuming chore and takes away from your primary form of business.

JHG MediaThat’s where JHG Media comes into the picture. When you hire a professional who is familiar with online reputation and brand management techniques, you get the results you need without the requirement of adding time to this task. Because, let’s face it, there’s only so much time in a day to get necessary items accomplished in order to make your business thrive. But, ignore today’s online social media trends and both you and your business could end up dead in the water.

Now is the time to get ahead of the curve and place online brand management at the forefront of your business plan. Your personal JHG Media representative can show you ways in which successful brand management in today’s social media world not only enhances your business, but also averts potential hazards in the future.

 

Posted by: Joel Canter