Brand management is akin to dental hygiene. If you neglect it, you will end up with bigger issues that could have been avoided easily. Yet marketers who do not comply with legal safeguards and brand standards risk losing a lot more than just one tooth.
Whether you shape the opinion of your brand or not, it will spread quickly because people talk. Manage your brand by taking an active role when it comes to the discussions and makes sure to earn the reputation that you want for your brand.
According to the latest estimates, 45 per cent of the image of a brand is determined by what it says and how it says it. Get back the control with content marketing. It plays a very important role, offering the opportunity for your brand to hammer home the desired messages consistently.
Modern day brand management has come to depend heavily on social media. By 2020, a third of the entire population on earth is expected to have their own social media accounts. With so many people already interacting and utilizing social media, it has become the new market place for brands to get the recognition that they are vying for and also find customers. Social media is also much easier to scale and use as compared to other mediums. It also has effective analytics tracking to keep a close track on how your content is performing out there.
This is also the platform where the majority of the customers will share what they feel about a brand, dissatisfaction, anger included. Fortunately, gossip not only leaves brands with trouble but also getting the spotlight in social media actually gives an opportunity for lucrative business.
Any brand has a specific target audience as their goal. In developing quality and effective content marketing strategy, it is all about keeping this audience in mind. This should dictate all things from the kind of content that is created to how you distribute it.
Remember, every content that you create has the power to shape the way your brand is perceived. This means you should not wing it or claiming that a thing is ‘good enough.’ Be comprehensive if you want to develop a brand persona.
This is especially true for social media.
Pick the right platform and then play it to the strength of your network. For example, a platform like LinkedIn will require your brand’s content to concentrate on thoughtful research and professional advice. Instagram is all about stylized images and videos. Be event based and at the moment with Twitter. Always keep a very strong sense of your entire brand and also the audience that you target. You can create quality content that resonates only if you know your audience thoroughly.
With the absence of a clearly laid out governance system with checks and balances, your brand could turn benign mistakes into PR nightmares or your approval processes can turn begrudgingly slow. To make sure that your brand does not stall business or run into a crisis, here is a checklist for efficient brand management.
1. LANGUAGE ON BRAND
Getting noticed needs more than impeccable grammar. Make sure your audiences can identify your brand easily by maintaining a language which reflects the style of your brand, separating your brand from the other competitors.
Most B2B pharmaceutical companies usually do not use first person narratives in the hopes to maintain a sense of industry authority. However, it can do better by using first person communication in a colloquial but smart way.
To narrow down to specifics of the language, you should come up with the right SEO keywords which you can you can associate with your brand and also avoid certain words and phrases.
2. IMPECCABLE GRAMMAR
Checking grammar is commonly overlooked as a negligible task. However, editors and writers usually have the tendency of neglecting technical publishing rules. Minor mistakes have the tendency to damage the reputation of a publication house. Use tools that assist writers when working on an article to be alerted when it falls back to passive voice or when it includes double words by mistake.
3. CONSISTENCY IN TONE
Voice is the soul of a brand, and it is articulated within and onto the content. Like the difference of style between Genpact and Tinder. Both of the companies deal with problems of society via technology. But audiences are used to getting witticisms from Tinder while it expects authoritative materials from Genpact.
Brands should not only focus on determining the kind of voice they would like to use but also maintain the same in all of its branded materials. This issue will compound when companies start to grow and built global branches and increase the number of the contributors. Make sure that you have a clear system in place as your content operation is expanding with the brand. Irrespective of who writes the tweet, blog post or whitepaper, make sure the tone of the brand stays consistent.
Plagiarism is a terrible mistake and can decimate the reputation of even the best companies if resorted to. Sadly, plagiarism is ubiquitous and is spreading fast. In order to prevent this mistake, brands should have reliable technology in place which scans every single piece of the content to find out any possible duplication.
Companies simply should not take the risk. Invest in reliable plagiarism technology which detects any similarities in the content and then inform the reviewers in question.
5. OPTIMIZE ARTICLES FOR SEARCH
Search engine optimization should form an integral (also intuitive) core of any content strategy. To make sure that your target audience finds your content, each of your content has to focus on keyword, clear meta description, alt text on the images, relevant links from the site, optimized headline, etc. SEO may not form the sexiest part of your content management, but it definitely forms an important core without which most of your efforts will go to waste.
Be the Rice Krispies and not the Crispy Rice. Your brand will thank you.