Online Branding

Organizations exploring the world of Web 2.0 and social media need to keep the following five key principles in mind:

Be transparent – the world is watching.  There are currently more than 1.2 billion internet users worldwide, any of whom is likely to tell a friend publicly or privately if your web content is misleading.

Update, Update, Update – Constantly review, monitor and update all interactive components of a  site, content, keywords, news, events…everything.

Be conversational – Internet users increasingly see themselves as your equal.  Realize that your audience drives the web so talk to them frankly, honestly and with familiarity in formats they prefer (video, social platforms, blogs, forums).  Be human, but also be knowledgeable. 

Offer value – Not only do your users see themselves as your peers, they also see themselves as having something you want – their influence and/or their business.  In order to win their attention, business and online recommendation, offer something that is relevant, as well as useful or interesting

Understanding your online brand value

Investing in your brand online is about building an entity that can resonate with your audience/s and keep them coming back again and again—even when there’s no  promotion to entice them. Here are a few strategies to consider before launching your online brand.

Research your audience. 

You need to know your audience. We can help you audit your web site and survey your customers so you have a clear understanding of your audience, especially before you begin creating content strategies and communication plans.

Give your brand a voice. 

Based on this research we can help you develop the communications approach your audience wants and integrate the messages you want to convey. This will form the foundation for your brand’s voice. This is when things can get creative so a couple of thoughts:

Have an open mind and consider all ideas

When creating content, make sure you are being authentic – don’t sell to your audience; and Make sure you are consistent in your messaging to support a consistent online brand presence.

Balance your online media mix.

Build your online brand using multiple channels. Use ad and content networks to build your brand through repetition. Get your online ads out in front of your target audience using behavioral targeting, site specific targeting and re-messaging. Make sure that your brand name and messaging is consistent in your title tags and in your meta descriptions. Be sure that your messaging is consistent with your brand voice throughout your various channels, including paid search.

Carefully plan your social media integration. 

What should your brand say or do online? What types of interactions do you want your from your audiences? Use Facebook, Twitter, Google to get granular with your audience, so understand who and where your audience is before launching a campaign.  If you don’t have all of the answers at this point we can help you with such things as a social media audit to help you understand where your audience is and how to interact with them. Start by listening and seeing who is talking about your brand. If no one is, then start the conversation.

Build up your reputation online. 

Have a clearly defined strategy for reaching your audience. Identify the tactics you’ll use in the process. Make sure you have the resources ready to monitor the campaign and be prepared to adjust your approaches on a day-to-day basis .