Mastering branding online takes a lot more than a cool logo and catchy slogan. Experts play by a fresh new set of rules.
It’s no longer enough to have a sleek website, social-media presence, and consistent brand aesthetic online. The new rules of branding your business on the Web have a lot less to do with presentation, and a lot more to do with interaction. In order to bring you up to speed,Inc.com has compiled nine of the most innovative and ingenious tips from articles, guides, and interviews inInc.and Inc.com over the past year. These are the new rules of branding online.
1. Don’t juststart the conversation.
Be an integral and evolving part of it. “Social media has one very important perspective to share with brand management—the conversation. Like branding, social media is all about the conversation and building effective relationships. They are perfectly suited to one another,” saysEd Roach, founder of The Brand Experts, a brand management consultancy in WestLeamington,Ontario, the author ofThe Reluctant Salesperson, a free e-book available atwww.thebrandingexperts.ca. The rules for brand messaging through new media versus traditional channels haven’t changed, but “the game sure got better and more interesting,” says Roach. It’s not enough to have aFacebook page or aTwitter account, you must participate in the conversation by making regular posts and replying to direct messages from your customers.Ron Smith, president and founder of S&A’s Cherokee, a public relations and marketing firm inCary, North Carolina, agrees, adding that you’ll want to stay on top of what people are saying about you and your brand online. “Monitoring social media is a must for all companies. Social media has shortened the time frame for company responses to complaints or accusations. These days, companies need to acknowledge any issues and control the messaging in a matter of minutes instead of hours or days,” saysSmith.Read more.
Continues @ http://www.inc.com
- Wave: social media quarterly – how brands create online engagement (wave.wavemetrix.com)
- Making Data Relevant: The New Metrics for Social Marketing (mashable.com)
- Building Your Brand with Social Media (entrepreneur.com)