Online Branding
Friday, Mar 27, 2009
Online branding is a commonly used buzz phrase that means different things to different people. For some, branding is the sum total of a company's marketing efforts.
“Web customer service agents, help desk chat room representatives and webmasters should all be aware of the company's online branding goals.”
For others, online branding has to do with some hazy idea of a company's mission and values. Still others believe branding is all in the sales presentation. A better way of understanding and making the most of online branding is to think of it as combination of these things.
Understand Online Branding
Offline and online branding is predicated upon a mix of marketing materials and promotions, a company's corporate value system and the way customers, clients and other entities think of the company. While most people know that a gecko can save them money, they probably don't know what insurance products Geico offers. From the insurance company's perspective, that's probably just fine.
The only thing that the offline and online branding campaigns really need to accomplish is to bring customers to the company website or phone lines in search of more information or quotes. The specifics of the company's core offerings are additional information that can be given over the phone or found on the website.
Make the Most of Online Branding Efforts
Online branding efforts explode once the core concepts are in place. Web customer service agents, help desk chat room representatives and webmasters should all be aware of the company's online branding goals.
Since so much of the brand derives from public perception, the frontline of the service department is always critical to an online branding campaign's success. Tag lines and mottos should accompany the end of every phone call, online chat and email provided by service and support representatives.
In addition, company representatives should have at least a basic understanding of offline and online branding promotions, discounts and specials in case they are queried. Work closely with service reps to ensure that they understand company goals and monitor calls and chats in order to see the best results from an online branding campaign.
