Adam Elovalis
Humans can be a precocious bunch, especially when it comes to their perception of brands. Companies spend tens and sometimes hundreds of thousands of dollars making sure their brand appears consistently across signage, products, marketing and customer service. Having a consistent brand speaks volumes about your company, and contributes to your brand’s public perception, which in turn impacts your bottom line.
What is true for the more traditional brand interactions mentioned above, is also true online. Here’s a checklist for the major areas that might need some scrubbing up!
Google Search
It’s easy to neglect thinking about your brand in the terms of a Google search.
According to Google, 38% of your customers begin their purchase path with an organic search, and how Google chooses to display your company – amongst the 20 million other results – really does matter.
Has your company (and all it’s offices) confirmed their address details with Google?
Confirmed addresses mean a greater exposure in search results, and your business name becomes searchable in Google Maps. People generally trust Google – and if Google trusts your business, that trust is transferred.
Have you uploaded a site map for your website to Google Webmaster, and are you tracking your website with Google Analytics?
Uploading a site map gives users a chance to dive deeper into your site, to find the information they want more expediently, without having to search manually through the site. Google Webmaster and Google Analytics accounts give you a lot of data from which you can extrapolate the key search terms used to find your business, and the habits of users on your site.
This is what a verified business location with an uploaded site map looks like
Social Media
Firstly, if your company is not on social media, it’s never too late.
Make sure that all your social media channels have up to date content, and imagery (like your Facebook cover image) which displays the right information on mobile, desktops and tablets. Your cover image is also a good place to advertise to new engagers with your brand – you could encourage them to sign up for your newsletter, or view your latest annual report for example.
You may also want to consider giving your page a (for example) a Christmas theme for December. Sure, it’s not appropriate for all types of brands, but it communicates a brand that is active, and current – with fingers on the pulse of social media.
If you’re still to take the plunge into social media, our resident expert, Jamie Wilkinson runs some fantastic Social Media Master Classes designed for senior executives, or we can even manage the whole transition for you.
Make sure that the text on your social media profiles are visible no matter what size screen you are on
Website
In 2013, mobile phones finally tipped the scales as the most used devices to browse the internet, and traditional desktop usage has continued to fall, year on year ever since. This means that if your website is not beautifully responsive, then your brand will appear to be out of touch, users will be frustrated with their experience, and the internet gods will be displeased and punish your website ranking on searches.
Aside from how it functions, how is the content on your website? Is it stale and out of date? Are your case studies still relevant – or are there newer better case studies that you can use. What about your staff and site news? Have a browse through your own site, and check your content for errors.
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Many offices start to slowly wind down coming into the end of the year and beginning of the new one – so make it your company’s new year’s resolution to start 2016 with a sparkling clean, fighting fit online brand.
First Published at Cannings Purple.
