Digital Brand Management

Best Practices for Managing Your Brand’s Digital Content

Best PracticesManaging a brand’s digital content is a big job,

and while it can greatly enhance a brand’s presence online, it can also damage it.

If your brand is entering the digital age, it is critical that your content is being managed properly.

Follow these best practices to get an idea of what you can do to successfully establish your brand online.

Consistent MessagingOffer a consistent message across all brand

assets and sharing platforms. While each site/social media platform can have

unique features, they should have a sense of unity.Key elements of brand identity should be consistent:

name, logo, tagline, color scheme, typography, and favicon.

Consistent messaging shows that the company is genuine, valid, and put together. It can also help with the recruiting process!

Example: Agile Impact

Logo

Name

Tagline

TypographyColor Scheme:

blue, gray, white

Go Where Users Are Already Looking

Have a presence on sites that your customers/ideal clientele are already looking. These sites might include the following: Social Sites: LinkedIn, Facebook, Google+, Twitter Business Profile Sites: Google Local, CareerBuilder Photo & Video Platforms: YouTube, Pinterest, Flickr Directories: Glassdoor, White Pages, YellowPages,

ZoomInfo, Spoke

Setting up these sites and maintaining your presence there can help maintain the integrity of the brand, will target the audience the company wants to engage with, and can create more opportunities for the business.

Original ContentNEVER copy and paste content or allow your

brand to look like a carbon copy of another business.

Original content gives a sense of the company’s UNIQUE culture and identity.

Being unoriginal means your company will be harder to distinguish from other similar companies, losing you potential customers and their loyalty.

Example: Unique BrandsEach of these brands has been very successful

at creating unique identities:

Recognize ExcellenceRecognize employees for progress and

excellence when due.This will encourage others to excel, and will show

the outside world that your company has a healthy culture and appreciates employees.

Make sure recognition occurs regularly and is consistent in format to avoid “favoritism” or jealousy.

Showcase OpportunityShow employees and the outside world just how

many opportunities your brand offers:New office/store openingsPromotionsAwards/Recognition company has receivedGoals for expansion/futureParticipation in charity eventsTeam-building events

Digital DOsRemember that all content put up represents the

brand as a whole. Here are some suggestions:• Use proper spelling and grammar• Create original content• Have a presence on sites your target audience is

already looking.• Present a unified message• Regularly manage all online content• Store all usernames/passwords in a secure location• Showcase opportunity and excellence• Hire someone to manage your social media presence

Digital DON’Ts• Just as a digital presence can enhance a brand, so,

too, can it damage a brand if not managed properly. Stay away from these common mistakes:• Copying or imitating other brands’ content• Creating accounts on sites and then fail to manage

them• Posting photos or content with inappropriate content• Allowing anyone to post content• Being inconsistent with timing, content, image, or

message• Failing to check posts for spelling/grammar errors