Brand management is more art than science. Even the companies that offer it differ on what it is exactly. That's at least in part because what matters most for managing your brand can change over time, and deciding what matters most depends on the type of business you have, how established it is and on your target audience. The internet has forever reshaped the way businesses reach consumers, and that means new methods for brand management.
While having a t-shirt, baseball hat or business cards with your company's logo can still be important in establishing name recognition, there is more benefit for most companies in utilizing the internet to advance a brand. While internet strategies can vary based on what is best for your specific business, there are a few methods that will advance any brand online, which is the all-important forum for doing business in today's wired world.
Modern branding management involves building an identity for your product, getting it on the minds of consumers and then protecting that identity, especially online. That means helping more people get to know your product in the first place, finding out what they think of it and then responding smartly to the opinions they voice. A good branding management firm can coach you through all of that, making sure that your company's good name is intact through all of the ups and downs of doing business. We found some good options but were especially impressed with BrandManagement.com, Reputation Rhino and Jubilant Web. For even more information, read our articles about online brand management.
In our search for excellent brand management services we looked for those with a broad range of offerings that we think will help many different types of companies establish, promote and protect their brand. Specifically, we looked for the following features:
Building your brand identity involves strategies like SEO, link building and optimized content creation, which can move you up in search results when people type in terms related to your industry. Well-crafted content can draw traffic to your site as well as inform the audience of the perks of your product. Once folks start clicking on your site you will want to make a good impression with a classy design that includes a memorable logo. The best brand management companies are capable of helping you establish your brand online in all of those ways – making sure more people find your site and that they are impressed once they do.
Brand marketing is tricky business. Getting your company's name on the virtual lips of potential customers is partly an organic process – if you have an excellent product people will naturally spread the word – but there are ways to engineer or at least encourage positive buzz, and a good branding management agency knows what they are. A solid strategy for utilizing social media sites is a good place to start. A quality branding management firm also will help you know how to solicit genuine positive reviews from your satisfied customers, which can counteract the effects of negative reviews. Actively seeking media coverage and industry awards can also yield reputation-boosting buzz to build your brand.
Even if you spend months or years building your brand it can take only a few minutes to destroy it online. You need a branding management firm that can stay on top of what is being said about your company online and offer sound advice about how best to respond. That can be different in every situation. Replying to negative reviews and comments can sometimes fuel them, but on a social media site an unanswered criticism may seem like an admission of guilt. We like the companies with the expertise and staffing to monitor and respond to your online criticisms in whatever way you decide is best.
Help & Support
Effective brand management requires frequent – sometimes immediate – contact with your consultants. If you invest in a branding agency, you should be able to expect good customer service to accompany your investment, including easy ways to get in contact with your branding management company and find answers to your questions.
The best branding management agencies will assist you with a wide range of tasks that encourage potential buyers to get to know and get to respect your company. A good branding strategy will keep that respect intact, regardless of negative reviews, fierce competition and all of the other potential online threats to your good name.
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