5 Tips for Creating a Strong Brand Online

On January 16, 2010, In Advertising, Communication, Marketing, SEO, Social Media, Strategy, By Shauna Nicholson

Have you ever noticed extra advertising on the products you buy? A GAP label on a t-shirt. A movie promotion on a coke can. A movie-themed toy in a McDonald’s kid’s meal. What has made these products so strong that they are now able to cross promote sometimes completely unrelated products?

There are a few components in creating a brand that transcend off-and-online realms, so keep that in mind if you’re working on an offline campaign as well.

  1. Be consistent. The web is full of properties to engage markets upon; each has its own rules, trends, and unique qualities. This provides a perfect storm for inconsistent branding. Have a clear vision of how you will communicate branding messages and, if on social media, how you will transform a branding message into engagement or conversation. Determine how the brand “voice” will sound and only change that voice to meet the norm for the property.
  2. Cross-link engagement properties. If you’re on Facebook, share your Twitter account. If you’re on LinkedIn, share your Skype. If you’re on BusinessExchange, share your blog. (Funny how I did that, no?) It gives users a way to learn more, connect more solidly, and/or chose how they want to engage with your business. As a bonus, it also helps you build link popularity for better search engine visibility.
    The rest of the tips after the jump…
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Consistant Online Branding

On November 24, 2008, In Communication, Marketing, Social Media, By Shauna Nicholson

I’m the same person wherever I go, but I behave differently in different settings. When I visit a client I make sure to dress appropriately; when I get back to the Biznet office, I run around socks and am allowed the occasional cartwheel (even Kevin has done a few!). I’m still the same person with the same skillset and accountability–but I might be more forthcoming with my quirks than in other locales.

The same is true online.

In some realms it’s appropriate to use industry jargon, in others it isn’t. On some websites, it’s okay (normal) to post photos of family, pets, and other personal things–one of them isn’t your business website! That doesn’t mean you become a different person; it’s means the level of appropriate content is different. Understanding the different social media channels and tools is critical.

For those of us who grew up using social media in it’s infancy, we remember the waves and warnings against posting inappropriate things online. We heard stories of students not getting accepted into graduate schools, or missing out on career opportunities, because they reflected themselves poorly online.

Here’s a lesson I hope you take to heart: the Internet is NOT ANONYMOUS. IP addresses are logged, files are encrypted–technical pieces of data are attached to everything you do! The Internet knows I’m typing this very blog from the Biznet office in Wixom, MI. Accurately represent your public self, responsibly.

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Relevancy and Standing Out in Social Media

On November 20, 2008, In Communication, Social Media, By Shauna Nicholson

I often get the comment that I’m highly energetic or enthusiastic. Usually, I respond that it’s hard not to be when you love your job like I do. HOWEVER, it’s also part of the Biznet brand. We want people to know that we love what we do and enthusiastic about it!

Relevant community topics & members are key
Often, I explain social media using an offline example. Imagine you’re target market a mom of elementary-aged children.
You could:

  • use newspaper advertising
  • sponsor children’s sporting events
  • infiltrate mom-to-mom coffee shop talks
  • solicit daycare facilities

Clearly, you’ll hit moms eventually–but they’re not that targeted or cost-effective and (let’s face it) a little creepy. Social media marketing provides the opportunity to show up (WELCOMED) to mom-to-mom communities and invites you to participate. It’s targeted, relevant, and (best of all) appropriate.

Wallflowering doesn’t cut it for ANYONE
Today I had to opportunity to meet a new group of local professionals over coffee. It amazed me how many of the attendees played down their services (“just another business doing x”) and stared at the floor. HINT: I don’t want to work with “just another company,” nor am I on the floor. If you’re the person introducing your company to a new group, you better have some OOMF.

OOMF’ing in Social Media
Imagine showing up to a meeting and not participating; in fact, you didn’t even get dressed. Not only would you get fired, you’d be ostracized from fellow attendees. Essentially, you’d be what Shannon Paul refers to as “that guy.” Get dressed by adding relevant content and photos to your profiles; participate by adding value to (and requesting value from) the greater community.

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