Communication skills, including writing, speaking and listening to and with customers, supply chain members, employees and other stakeholders, are the most important factors in building brand equity.
Brand equity is the premium value that buyers assign to a known brand name, above and beyond the generic features and benefits it offers.
All brand managers strive to achieve brand equity by going beyond necessary levels of customer service, value, reliability or some other attribute that simply ensures parity in a competitive marketplace.
Brands build equity by becoming memorable and readily distinguishable and by developing unique personalities. Marketing campaigns, including mass media and online content creation, can facilitate the creation of brand equity.
Brand equity translates to growing profitability, strong repeat sales and increasing market share. In addition, brand equity also offers the intrinsic characteristic of brand leverage, meaning that consumers assign positive aspects of the brand image to other products carrying the brand name.
The following eight components are needed to develop strong brand equity. Each component relies on the availability and use of strategic thinking and strong communication skills.
A brand must have clearly defined objectives and tactics to achieve its strategy. The branding strategy defines the business a brand conducts, as well as how the brand will enter the market, gain market share and maintain a competitive position among its target market.
All brands have a life cycle that includes an introduction, growth, maturity and decline stages. However, the duration and lifetime of a brand is influenced by the strength of its strategy.
The longevity of a brand rests on its ability to communicate accurately and professionally; behave ethically; collaborate with employees, intermediaries and final customers; deliver valued differentiation; and create an emotional connection, while capitalizing on the turbulence of the marketing environment.
The soundest brand strategies operate as communication tools that integrate and direct the components of the marketing mix, including questions related to product, place, price, and promotion. Therefore, branding strategies must be simple and easy to understand and communicate.
Walk into any business and you find workers creating e-mail messages, making presentations, reading trade journals, writing reports and talking on phones. A brand’s success depends on people communicating and working together to accomplish shared objectives.
Through effective communication, groups of people interact clearly and professionally with suppliers, retailers, government agencies and customers to achieve a common goal. Therefore, a brand must consist of competent writers, speakers and listeners who can facilitate the transition from concept to production, distribution and sales.
Marketing demands that brands be successful communicators that generate compelling content in a language the market understands. Branding also requires the development of a consistent image and style. A brand’s image consists of its logo, color palette, typeface, tagline and common layout.
Whether you undertake branding in a small business or a global conglomerate with thousands of employees, multilingual writing and speaking skills will help you find investors, promote your product, and manage your employees. Strong communication is so critical in branding that it influences each of the remaining factors.
A brand may offer exceptional features and benefits, but unless the marketplace is aware of them, the brand will never generate sales. Awareness relies on strong content marketing strategy to build brand awareness.
It begins by identifying the best online channels for promoting a brand message, establishing engagement goals, developing engaging promotional materials, and measuring the success of the promotional efforts.
A brand’s reputation can be built or destroyed online, in person or in print.
When a customer has a negative experience, the situation may be aggravated when that customer writes an online review and the company mishandles the situation with a savage rebuke.
Reputation can also be tarnished when someone representing a brand either by telephone or in person displays disturbing or unprofessional body language or verbal transgressions. Finally, reputation can be harmed through the use of offensive language, incorrect terminology or poor writing skills.
Prior to the Internet, developing a brand reputation, trust and credibility was much more difficult. Today’s world of social media and online business reviews can bring instant fandom or wreak destruction overnight.
When someone types your business’s name into a search engine, your company website should be the first listing they see. Good online reputation management ensures that your brand dominates the first page results with listings you control.
These should include your website, social profiles, entries for Google Places, and news stories. A Wikipedia page and review sites should also be listed in first page results. Monitor the review sites closely to ensure your data is correct.
Brand reputation is directly influenced by the quality of your professional communication and relationship management. Your ability to represent your brand positively and handle negative feedback is essential to a positive brand image.
Legal and Ethical Decision-making
Business ethics has become an increasing concern among business leaders. Today ethical awareness and training is widespread. Many businesses have amended their mission statements to include ethical behavior.
With harsher punishments being handed down to businesses, employees recognize that they cannot lie, make false claims, stretch the truth or make half-truth claims. Ethics is such an important subject that rules for ethical behavior must be upheld in communication.
Success relies on collaborating in cross-functional work teams. Many writing projects require collaboration among engineers, marketers, sales representatives, compliance officials and external stakeholders.
Common types of collaboration projects include sales proposals, employee manuals, training handbooks, websites, and marketing collateral and financial reports that require input from multiple departments and disciplines.
Since the increasing complexity of the workplace makes it impossible for one person to have the time and expertise to create detailed documents, business communicators require skills in teamwork.
Value can be thought of as the customer’s desire and utility for a particular product or brand. Powerful brands develop strategic advantages by positively articulating significant points of differentiation in their value proposition.
By differentiating the marketing mix to do a better job meeting customers’ needs, the firm builds a competitive advantage.
When this happens, target customers view the firm’s position in the market as uniquely suited to their preferences and needs. Because everyone in the firm is clear about the position it wants to achieve with customers, the product, promotion, and other marketing mix decisions can be blended better to achieve the desired objectives.
In a purely competitive marketplace, a considerable level of parity exists when competing products offer similar levels of reliability, customer service, innovation and price.
Even as brands adopt new features, competitors are quick to adopt them. However, brand success often rests on softer features other than rational comparisons; thus purchase decisions become emotional choices.
The strongest brands have established emotional capital that integrates into their marketing strategies. Emotional capital is built when people choose brands for personal reasons, such as association, sense of belonging or self-expression. Strong brands induce passion, strong sensations and exhilaration. Furthermore, strong brands are trusted and consumers are faithful to them.
Infograpgic source: http://www.24hourtranslation.com/strategies-building-strong-brand-equity.html
Alright, so the title of this post might be a little clickbaity for my tastes. But I stand behind the statement: you are probably researching your articles the "wrong" way. Or, you are at least probably not going it as efficiently as you could be… which could be detrimental to both the results of your work, and your overall productivity.
The Stages Of Article Research
Unlike academic research, which we all learn in school and often get bogged down in, online content research is pretty simple. Unfortunately it is that simplicity that can often lead to mistakes, or just bare facts that don’t hold as much detail as our readers could use.
Instead of doing the usual source citation, you should break your research down into two stages. The first is the research you do before, and the second is the research you do during the article writing process.
Before you write is the pre-research, as in pre-writing. This is where you are going to find your general facts that will support your post. This is also where you are going to draw your primary sources, which will be linked through the body of your content.
I always prefer to follow the 3x rule. You want to find three times as many sources as you will use, and pair them against one another. You keep finding sources in batches of three until you are able to verify each against one another.
This is a simple way to ensure you are finding non-biased, verifiable facts, and not baseless opinions. With misinformation running rampant thanks to lazy bloggers and social media, this is a very important process.
You don’t want to become one of those bloggers posting factual inaccuracies like they are gospel truth. Not only does this add to a serious problem in online content creation, but it impacts your authority. We all know how important that authority is to the growth of a brand.
Your article is going to be broken into sections and subheadings. These will steer your research in many ways giving you more ideas which angles and problems to cover. SERPstat is a great tool letting you research niche questions:
All of these questions may become subheadings of your future article (or inspire follow-up articles). You can export them in Excel and sort them into "existing content", "currently working on" and "future articles".
Next, you have the research you do while you are creating your post. These are supporting details related to the above citations you have found. It is also where you will narrow down the links you intend to embed, if you don’t choose all three supporting posts.
This part is much simpler, and it more about giving readers additional information to follow. Sometimes I just provide a small masterlist of links for more data if the reader chooses, so I can focus more the quality of the content.
6 Tools To Make Research a Breeze
- Google Drive Research Box – I use Google Drive for pretty much everything, including writing and backing up posts. I find it much more manageable than other cloud services. One of the features I love best is the research box. You highlight a keyword or phrase, and right click. It will have an option to research the highlighted section. This brings up a side box with related sources, which you can view right in your screen. Because it uses Google results you have to be just as selective as you would be from a straight search, but it is much more convenient.
- Freemind – This is a great tool if you are dealing with a large post that is going to have a lot of involved research. Breaking the task down into simpler, smaller parts is a tried and true tactic. Freemind is a mindmapper tool that lets you do that. You can plan out the entire post, including linking sources so everything you need ends up in one place. All using a template that lets you easily move, edit and reformat before you ever get to the writing process.
- Bulk Suggest Tool – You may be wondering what an SEO tool is doing here. After all, this is about researching for articles, not for marketing. I would argue that they are technically in the same vein, but that isn’t why I included it. I have used this bulk keyword suggestion app to create lists of related key phrases I may not have thought of. This helps me to broaden my research based on what people have published or searched for online. So I may end up with sources I never would have found, because I wasn’t using the right combination of keywords.
- Digital Research Tool (DiRT) – This is a fantastic masterlist of tools aimed at scholars, especially those in the social science and humanities. However, I think it is a great place for bloggers to find research tools they need for any number of purposes. They are broken down into categories, which you can select on the front page. You are then taken to the tool that is best for the job at hand. It is the best collection of research redirects I have ever found, and much more efficient than trying to keep track of everything on your own.
- Quora – Normally I would avoid social media like the plague when it comes to research. There is just too much garbage floating around, and opinion outweighs facts and logic at almost all times. But I will make an exception for Quora. In spite the fact that it is a platform that is very easy to abuse, it is full of genuine experts with backed up information. It requires you to offer well thought out answers, and to provide a source or reason for your knowledge. I go there all the time to find great links to scholarly articles, studies, website tools, or to get first hand soundbites from major players in the industry that know about topics first hand.
- MyBlogU – Speaking of experts, MyBlogU is another great place to find them. I usually go here for expert quotes as part of the secondary research process (finding backup information and supporting details). It is an easy way to add further gravity to something you have already officially cited, straight from the mouths of the people who know best.
Do you have a research tool to put on the list? Let us know in the comments!
Editor’s note: In the light of big news coming up of Facebook pioneering war against social media identity theft, we thought this piece by SEOchat contributor was very timely. Enjoy!
Social media has become the top way for brands to increase awareness of what they’re doing, from promoting new products to interacting with customers. Experts encourage entrepreneurs to regularly post high-quality content in the hopes followers will share it across their own networks.
This means spending hours developing insightful updates, linking to your own great blog posts, and sourcing images from stock photo sites.
After putting all of this work into your content creation efforts, it can be even more disturbing to find your information posted on another site. It may even be a competing business’s blog or an industry magazine. Even if the site credits you as the author of the work, using your content without compensating you for it is a violation.
“There are several situations where social media content can be stolen,” says Robert May, founding attorney at The May Firm. “Increasingly publications are using social media posts as part of their news stories, as seen here. When they get permission first, it isn’t a problem.
Unfortunately, less professional sites fail to get that permission. Sometimes a site uses an original photo or copies a blog post that has been linked on social media. In more extreme instances, a business owner may find a fake account has been set up using his own name and likeness.”
Whatever the type of theft, it’s important to act quickly to make sure the content is removed. Here are a few steps you should take if you find your social media content has been stolen.
Step One: Make Contact
Before doing anything, send a friendly email politely asking that the content be removed. Don’t use forceful language in this initial contact. Simply state the action you would like to have taken as a result of the letter. If you want the content removed, ask politely that they do so within a certain number of business days.
If you are agreeable to being compensated for your content, state the price and offer removing the content as an alternative. Hopefully the offender will remove the content and send a letter of apology for the inconvenience. If not, wait the stated number of days before taking further action. If the content was posted on a site by an employee of an organization, take your complaint further up the chain before checking into outside options.
Step Two: Check the Terms of Service
While you’re waiting, carefully review the terms of service on the social media site where your content was originally posted. Facebook allows you to report copyright infringements using this tool, while Twitter’s tool is here.
Both are products of the Digital Millennial Copyright Act (DMCA), passed in 1996 to protect copyright holders from online theft. You may also want to check into the policies of the website where the content is posted, since they’ll have their own copyright infringement notification procedures.
DMCA Takedown Notice
In addition to the tools offered on various social media sites, copyright holders can also have content taken down using a DMCA Takedown Notice. You’ll need to determine the Internet Service Provider hosting the site where the content is posted and direct your letter there.
After an investigation, you’ll often find that the content is removed without having to wait for the person who posted it to respond. DMCA charges for the service through its site, but you can craft a letter for free using the instructions provided on the National Press Photographers Association site.
Contact an Attorney
When other recourse has failed to bring action, it’s time to seek legal assistance. Although attorneys will charge an hourly fee to help with copyright infringement, often content can be removed through a cease and desist letter. Such a letter packs a heavy punch when it comes from a law office.
If for some reason that letter doesn’t achieve results, however, an attorney can go through the courts to have a cease and desist order placed on the content, which requires that it be removed.
Having your content stolen can feel like a violation. Fortunately, there are actions you can take to let offenders know that you won’t allow your photos and text to be used for free. By having tools in place to use in the event your content is stolen, you’ll be prepared to take action if it ever happens.