Any business which has had the experience of being criticised or defamed in cyberspace knows how difficult it is to get rid of that stain from the virtual universe. Often from such an experience comes a more powerful awareness of online company branding. Dermot de Courcy Robinson provides further insights …
There are a multitude of vital ingredients which are crucial to successful online company branding.
Branding goes well beyond a logo, corporate brochure and marketing materials. Branding will not be successful without ensuring that all aspects of your organisation reflect and support your intended brand. However, one of your most valuable assets – your people – must be well trained in articulating and delivering your company brand.
If your people don’t ‘deliver’ the brand it can harm your organisation. Conversely, people who understand and represent the brand consistently can support you in everything you do.
Brand isn’t just about your logo, your stationery, your company brochure or corporate brochure or your ‘house’ colours. A strong brand integrates several factors including:
- Customer interactions
- Internal communications
- Corporate philosophy
- Promotional and marketing efforts
Your brand extends to your people, your customers and suppliers, the media and even the general public. If the above four factors don’t consistently reinforce your company brand, customers and potential customers can become dissatisfied or disinterested.
The negative impact of their perception, should they voice their opinions to other potential customers or even the media, could have a ripple effect on the organisation. This can erode your brand equity and create misperceptions about you in the market that in turn could lead prospective customers and employees to develop a negative impression of the organisation.
On the other hand, brand consistency throughout all levels of your organisation will help you attract and retain the best employees. You will appear more professional and reflect the quality of service that you deliver.
Branding through your people
Your people are one of the most critical touch points for your customer. Here are several steps to ensure that they are representing your brand in the best light possible.
Develop a philosophy for your organisation
A thoughtfully planned philosophy that demonstrates how you operate is the first step to reinforcing your brand in your team. This can be revealed and consolidated via your intranet or internal communications as well as within your induction and appraisal process.
Maintain brand consistency
This step is essential to building a strong brand and it is one of the first steps to take. You need to establish consistency throughout all aspects of your organisation. But setting the standards is not enough. You must regularly evaluate your actions by establishing checkpoints for each aspect of the business that interacts with customers and the general public. Ensure that each member of staff is empowered to identify and address inconsistencies in your brand.
Practice what you preach
The best way to lead is by example. If your brand projects your organisation as one which, for example, supports its employees and then goes back on that promise, your brand as well as your reputation will suffer.
Implement brand guidelines
In order to ensure brand consistency, an organisation must establish a framework or set of brand guidelines for all to follow. I am not just talking about your logo or corporate identity guidelines, but guidelines that communicate:
- Your brand positioning statement
- Key messages
- Core values
- Brand attributes
- Measures of success
- Processes for handling customer issues
- Processes for handling customer feedback
Brand guidelines production follows a detailed and logical approach and provides guidance on everything from the graphic standards for use of the company logo to how your cultural differences affect your brand. Producing a set of brand guidelines leaves no room for misinterpretation and helps maintain consistency throughout all levels of the organisation.
Online Company Branding … and finally …
Online company branding extends well beyond your marketing efforts. Your brand is only as good as the people behind it … and the people in front of your customers. Build a set of brand guidelines. Take the time to establish an internal culture that reflects your brand. Train and encourage your people to represent that brand. Evaluate your consistency in delivering your brand across all aspects of your business. In doing so, you will strengthen your brand equity and position your company for greater success.
For More Info …
Email Stewart Dawes media@seotherapy.com.au for professional online reputation management for using multiple website presences and search engine optimisation (SEO).
