Like it or not, Google is defining your brand. This is most obvious in your brand messaging. Here’s how to make your brand more googleable.
Google is shaping your brand. Our constant interactions with Google have conditioned us to think and search in phrases. We type in statements or categories to find products and services. Play to this phenomenon in your marketing. Make your brand Googleable.
A brand name that is catchy and memorable in one language can be completely inappropriate in another. Use invented names to avoid international embarrassment. Solgenia invented their company name to work well in eight languages, and be correctly written in each.
How often do you update your website? I’m not talking about adding a blog post or publishing an article. How often do you make structural changes to your website? Your website is alive, and apart of a vibrant ecosystem. If you are not updating it quarterly, your website will atrophy and die.
There are winners and losers with every major technology innovation. Skura was on the losing end of the iPad revolution, and had to reinvent their product and brand. But with careful planning and a commitment to the future, they made purposeful decisions to get ahead of the mess and create a solution that stands head and shoulders above the competition.
One stop shopping is not a value proposition, it’s a compromise. Great brands are not all things to all people. Trying to serve everyone is a formula for losing your competitive advantage.
Goals shape brands. They become the guiding purpose of a business, and provide a lightning rod to organize people, create energy and make decisions.
On July 1, 2013 Google is shutting down Google Reader. In a short blog post Google changed the direction of blogging. The announcement is a wake-up call for bloggers and companies to rethink their content strategies.
A community starts with 1,000. The reason so many social media groups fail is they don’t achieve a critical mass. They need that first 1,000 members to form the seed of a community.
The biggest obstacle to creating a unified brand for a professional services firm is the Partner compensation plan. ‘Eat what you kill’ comp plans fracture brands.
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