Posts About ‘branding’

Case Study: Rebranding from a Search Agency to a Digital Agency

New brand stamp

This is a guestpost by Jodie Harris from MediaVision.

Recently the London agency MediaVision went to a rebranding. This post is a case study on why MediaVision rebranded from a search to a digital marketing agency. The case study includes on why we wanted to re-brand and everything that we needed to consider before making the big decision.

It highlights our biggest tasks such as designing a new website that would communicate to the world who the new brand was as well as the most challenging hurdles we needed to overcome for a successful execution. Now the new MediaVision brand has launched, here is our case study on how we planned and delivered it. (more…)

Steps for Conducting an Online Brand Audit

Brand

There could be a number of reasons that you need to do an audit of a brand, and it is important that you look at lots of different measurements to ensure you are getting the right answers. There is no point analysing a brand without taking different metrics into consideration.

In this post I am going to run through the metrics that I look at when conducting a brand audit, which should help guide you through this process on a step-by-step basis.

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Are You Managing Your Personal And Brand Online Reputation Accordingly?

WhatDoesTheInternetSayAboutYou

The rapid growth and popularity of the internet and social media has made the world a far smaller place. Gone are the days when organisations were able to hide behind their PR teams – nowadays everything is instant and therefore also international. So what challenges does that imply for us?

Reputation used to be closely linked to word-of-mouth – the most powerful form of marketing even in the digital age. Just think of the last time you wanted to try out a new restaurant – you might have asked friends whether they’ve already had the pleasure to dine there in order to help you with your decision making process. Another very common approach (surprise, surprise) is to simply ‘google’ the product or service of your desire to help you make up your mind. This is exactly where my curiosity comes into the game – do you agree with me if I say reputation is a key factor for consumers looking to make a purchasing decision?

The internet displays a vast amounts of information on brands and individuals that reputation simply doesn’t stem from word-of-mouth solely anymore. Further  factors to take into account are: the ease of the online purchase journey, online communication provided and its speed as well as online advertising taking online reputation to a new level. (more…)

The importance of SEO in online rebranding

New brand stamp

This month I’ve chosen to delve into the world of online rebranding, specifically in the charity sector. SEO now plays a critical role for any company wishing to rebrand as the new identity of a company will need to be reflected in the keywords it wants to rank for online. Even small changes in a rebranding exercise can have big a big effect on website traffic.

Let’s take Prostate Cancer UK as an example. In June 2012 The Prostate Cancer Charity became Prostate Cancer UK. According to the company website this change in identity was done to get away from the association of a fundraising charity and rebrand as a leading research authority:

“Our research has shown that only three of the top hundred UK charities use the word ‘Charity’ in the name and that the word is associated with fundraising, children, and dependency – not with authority, research, or expertise. Prostate Cancer UK is clear, simple, has authority, and importantly still communicates who we are.” (more…)

Five Tips for Five Star Reviews

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So you’ve done the hard work of getting someone to review something. Job done? Not at all.

‘This jar of honey may be in a revolting looking pot, but it’s scrumptious”, contains the same information, worded differently, as ‘This jar of honey is scrumptious, but the pot it’s in is revolting”.  There’s little to choose between the semantics and the facts. But whilst Google may not differentiate between the two, potential customers can.

And a good review is likely to be placed and promoted more prominently than a bad one. So here are five PR tips for getting to honeypot one. (more…)

Personal Branding in Google: A Person’s Google Results

It’s the ‘ego-search’ everybody does and nobody admits they do: a search for your own name. Do it and you will find which sites mention you, but mostly you will find your social media accounts. For your personal branding, whether it is for finding a job or just becoming famous in your industry, you would want that first page in Google to look good when it comes to what results show.

Did you know however that for most people this isn’t the case at all? Did you know for example that only half of people ‘own’ the first result which shows up when searching on their names? And that one in four doesn’t have positive content at all? Take a look at the infographic below and you might realize that your personal brand within Google might need some attention. (more…)

Video Is The Winner In Branded Content Marketing

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Via Panda, Penguin and other subtler algo updates, Google are hammering home the message that content is everything when it comes to judging the worth of a site and how often they are prepared to return it in the search results for its target keywords.

Savvy marketers have been using a variety of methods for years to attract visitors, both on and off page but the latest report from ContentWise and the Custom Content Council shows that it is video content that is proving to be an invaluable addition to their branded marketing repertoire. (more…)