At
the best of times, brand management is a stressful job. It demands all of your
time and involves the juggling of many balls. Throw social media and the
Internet into that mix and you have every right to feel overwhelmed.
By Darren Gilbert
It would be great to just say you didn’t need to
worry about your online presence and carry on as you did before the Internet
came around. However, we all know that’s not going to happen. Online brand management matter.
Consistency is key
When introducing yourself to someone, you are
presenting who you are. If you meet them again tomorrow, next week or in a few
months’ time, you’ll do so in the same manner. In doing this, they will get to
know you and understand who you are and what you represent. In short, it
creates familiarity and builds trust.
The same principles should
be applied to managing your brand online: consistency is key in everything that
you do. Vin Mollomo, founder of i2i webmedia agrees: "The same logo or avatar and the same basic color scheme should be used in all marketing material, business communications, press releases and web content." This also applied to anything online.
Being inconsistent in your online activities can discredit you in the eyes of your audience. Instead of contradicting yourself, you need to present a message that shows that you are strong and united in your communication.
Educate your representatives
If you want to strengthen
your brand, you need to ensure that anyone who represents it is educated about
it. Not only will this empower them whenever they are put in a situation
where they can or must talk about your brand, but it will benefit your business
greatly.
“[A]nyone representing your
brand – from employees to contractors – need access to the most up-to-date
version of this guide for consistency,” writes
Melissa Kelly, the ?associate marketing manager at WebDAM.
This
is the same for your online presence. After all, everything that your
representatives say can have an impact on how someone else will perceive your
brand. At the same time, by giving them this information, you are equipping
them to defend the brand if ever necessary.
If you’re wrong, admit it
No
one likes being lied to. It is even worse if a brand lies. Regardless of who
you are, you need to admit when you are wrong. In the past, it may have been
easier to get away with something and then deny any responsibility. However, in
our connected world today, this is next to impossible.
“If you or your
company messes up, fails or otherwise does something wrong, own up to it — and
make a genuine apology to those who have been affected,” writes Chris Silver
Smith, president of Argent Media. In so doing, you’ll have a chance to repair
any damage that you may have done.
“Being
real and transparent in apologizing can go far toward diffusing a situation and
moving the process along toward reconciliation or, at least, toward making a
crisis situation come to a close,” adds Smith.
What are your thoughts? Do you know of any other
ways that a brand should consider when managing their online persona? Tell us
below.