When it comes to managing a business, one of the most unpredictable and difficult to manage aspects of operations is building a brand. Ideally, you would like to have a unified message as well as a concerted, coordinated effort to build your brand, its image and message, on all fronts.
Unfortunately, when we are faced with the realities of the day to day and the need to rely on other people to disseminate the brand message, sometimes things get lost in translation. So how do we as the stewards of our brand ensure that it maintains the integrity, and achieves the success we have envisioned in it. And if we achieve that, how do we make sure that our company communication maintains the consistency and unity that will maximise its Impact and drive consumer purchase and brand loyalty?
I believe the answer comes in the form of a few useful applications. By effectively leveraging technology, managers and brand stewards can effectively increase their reach and improve their capacity to oversee a variety of communication channels including the company website, social media, industry blog, and even internal communications.
Here are some useful applications that can help managers gather and distribute quality information as well as equip their employees with the tools they need to be successful and maintain a unified voice in their outbound interactions with company stakeholders.
An important part of building your brand is knowing your competitors and being able to differentiate your offering from theirs and provide unique value to your customers. Builtwith is an amazing tool to figure out how your competitors have built their online presence. It can provide valuable information about their website including the platform, hosting, content management sytem as well as any plugins they are using. In addition to that, it will also provide you with valuable industry information, competitive analysis and statistics that will allow you to measure up to, and exceed, the online branding efforts of your competitors.
SpyFu is a great tool to analyse your competitors’ online presence. It can give you insight into the keywords other market entrants are targeting as well as the ad copy they are using, what their paid and organic traffic are and other tools to help you beat them at their own game, or effectively avoid them to steal your own portion of the online market share.
Feedly allows you to subscribe to a variety of industry blogs and news resources and receive their content into the form of an RSS feed that can easily be shared and distributed to your employees to make sure everybody is up to date on the latest industry trends.
Newsle is much like Feedly. Find current news, interviews, articles, track mentions or publications of certain authors and track what’s trending. Keeping on top of, or in front of big news can have tremendous applications in marketing if you are able to capitalise on external influencers in the form of an interview, roundup, advertisement, and other promotional efforts.
Hootsuite enables you to maintain greater message unity by allowing you to manage multiple social media accounts across channels and maintain separate campaigns for different projects or clients. A great tool for managers to keep an eye on external communications in one convenient dashboard.
Pando, a relationship management platform allows you to integrate all of your communications and digital documents in one convenient cloud-based system. With the ability for managers to gather information and distribute it to the appropriate parties, Pando can be an invaluable asset in unifying both internal and external communications. You can visit the site’s resource page if you are interested in reading about others’ experience with the software.
With the effective utilisation of these tools, you can not only improve your brand message, but can also drastically increase overall productivity and conversions. If information is power and time is money, why not give yourself a little bit more of both. The possibilities are virtually unlimited.