How secure is your brand?
Our company went through a re-branding process earlier this year and it involved a monumental group effort. A wide variety of paths are taken to build strong brands and their value is undeniable.
In spite of this, many businesses fail to safeguard the health of their brands. They might make sure that internal access to branded channels is restricted but they don’t consider the potential influence by third parties. This exposure enhances the need for brand protection strategies and direct consumer engagement.
A proactive role in the health of your brand can involve several areas including domain name, social media and online traffic.
It can take years to build authority around your domain.
So the question is: what are you doing to protect it?
Since your domain is heavily associated with your brand it is one of the most significant aspects of brand protection. Monitoring any misuse or security threats around your domain is paramount if you want to preserve its value.
While an active social media presence has become a necessary component of an effective marketing strategy, it has also opened up a new avenue for brand abuse.
This involves the outside use of social media channels to take advantage of brand recognition, to steal traffic, smear a company’s reputation and exploit customer relationships.
Unauthorized users gaining access to your accounts with phishing attacks is just one way that your brand integrity could be compromised through social media. This list of social media management best practices is a good place to start defining your brand protection strategy in the social realm.
Attempts to divert traffic by online scammers will often result in harm to a brand’s reputation in addition to a loss of website visitors.
Traffic theft is achieved in different ways and is impossible to prevent if you are not monitoring the activity revolving around your brand. It can even be done through PPC campaigns when competitors choose to bid on your branded terms.
Being on the lookout for these types of activities is important but creating a definable path to your website is also means to fight against it.
Working to establish consumer confidence can counteract the negative impact of the activities listed above. By helping customers avoid imposters and fraudulent activity you will be taking a critical step toward maintaining the value of your brand.
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