eBiz Blitz

Brand Reputation Optimization - The Future of Online PR and Marketing
By Sam Huleatt

“Brand Reputation Optimization” (BRO for the acronym lovers!) is a concept I have been thinking a lot about and terminology I decided to coin. Brand Reputation Optimization refers to how an organization best positions its brand for long-term sustainability and success. Success in this case refers both to the bottom line and to applying socially responsible business practices sometime referred to as corporate social responsibility. Since the web is now the preferred method by which people receive and digest information, BRO focuses primarily on online practices though it often complements, or is a catalyst for offline engagement.

Search Engine Optimization (SEO) taught us that we can be proactive in helping people to discover companies and information online. However, now that every company has established an online presence, and given that the internet is increasingly the medium by which people receive their information (thus evolving their perceptions and first impressions) the “key test” becomes that of brand distinction and differentiation. As it turns out, like search engine optimization there are best practices and concrete actions that can be taken to distinguish and optimize your brand.

The most important aspect of BRO is to recognize that people build brands and brands drive revenues. Many a company and business fails to capitalize on its most valuable asset – its own people. Social networks have taught us the power of passionate users and social media tool have helped us to unleash the power of collective intelligence often by breeding innovation organically. Passion drives engagement.

Brand Reputation Optimization has two central applications: Internal and External. Traditionally (and bound to continue going forward) is the primary focus of brand optimization on the external (such as interactions with media, the public and customers). Still it is important to reiterate that brands are in fact internally driven. If an organization’s own people to do not believe in the underlying objectives and ethics, the brand will never flourish.

External optimization can be further segmented into Proactive and Reactive Actions. Traditionally, brand development has focused more on reactive actions such as responding to customer complaints, providing warranty services after the sale, or increasing transparency practices after Sarbanes Oxley. However, thanks to new technologies (in particular social media) we now have the opportunity to focus on building brands proactively.

This new era in brand building is largely made possible by an unprecedented ability to provide online engagement in a way never before possible (think Ajax interface and social media functionality). Following Metcalf’s Law, “the more people using a given system, the more valuable it becomes.” Now that much of the World’s population is embracing the internet as their primary medium for interactions (shopping, dating, research, collaboration, etc…) the need for organizations to humanize and to appeal to people on more of an emotional level (as opposed to simply through the use of static text and image) is paramount.

The importance of Brand Reputation Optimization should not be underestimated and I look forward to seeing new applications of this concept going forward.

Sam Huleatt is an entrepreneur and MBA student who blogs at:
http://www.leveragingideas.com

Article Source: http://EzineArticles.com/?expert=Sam_Huleatt
http://EzineArticles.com/?Brand-Reputation-Optimization---The-Future-of-Online-PR-and-Marketing&id=496860

Labels: Brand, Optimization, Recognition

Everybody knows that it takes money to build a new busienss, but some of us haven't got a lot of money, and time is pretty precious too. So, what can we do?

Well, there are many options, most of them have to do with an excellent plan and hitting the business full force during those few moments you do have.

Some serious clues:

1. Write out your plan and list your options as priorities
2. Break it down into 5 or 10 minute steps of action
3. Keep your list of action moments close at hand.

For instance: Today I had a moment to post on my blog - and here's my post. I've given you a few details and a link to my website, under the title of this blog.

When you finally reach that moment of choice and you know exactly what you want to accomplish in your life, there's a moment of clearing when you understand the process, you'll take to get to your destination.

You'll know the road you're going to take and every effort you must make - to get there.

It's that moment that will speak to your heart and support you - against ALL odds.

Making Money: The Million-Dollar Notepad

By Daniel Detlaf

There is a tool available for making money which is so powerful that you'll never find a successful entrepreneur without one. This tool is inexpensive, available everywhere, and you probably already have one you aren't using. I'm speaking, of course, about the humble notepad.

If you think I'm exaggerating the importance of this little item, visit an office supply store. Take a look at the notebooks and notepads they have for sale. There will be two basic types in various sizes: simple paperback notebooks for students and elaborate vinyl or leather versions for businessmen. Next, ask yourself this question: Who would buy a $79 leather-bound journal when there is a perfectly good $1.29 notebook not three feet away?

Someone with money to spend. Someone who considers it to be very important.

You should take recording your thoughts seriously too. When you have an idea that might make money, write it down -- period. No matter how busy you may be, no matter who you are talking to, scribble out 5-10 words and put the pad away. Don't be embarrassed. If anything you will appear more professional and go up a notch in the eyes of your peers.

Even ideas that seem completely out of reach should be recorded. How many times have you had a conversation with friends that included "Wouldn't it be great if somebody came up with an [insert great idea]?" Well, someone just came up with it. The fact that you aren't a software programmer doesn't mean you can't have a great idea for a program. Pretend that you have a dedicated staff of writers, designers, and engineers at your disposal -- because some day you might; and if that day comes the handful of words you stashed away will become a goldmine.

There are big ideas and small ideas, use the ones you can and keep the rest for later.

Thanks to the Internet you are not limited to pen and paper. Use the notepad utility in your phone or PDA if it has one, and place a text file on your Windows desktop that you can use for quick notes. Another useful method is to create a special folder in your inbox for notes. Set your email software to put all messages in it that have subjects starting with "Idea:". Anytime you have a flash of inspiration all you have to do is email yourself and your thoughts get neatly collected in one place. This has the added advantage of making it easy to search through your notes with your mail client's "Find" feature.

The utility of a notepad is determined entirely by the discipline with which you use it. Most people are bubbling over with ideas that last only a whimsical moment or two and then are forgotten. Don't let yours slip away, instead keep them close and they will become an invaluable part of your long-term success.

Daniel Detlaf is a student and writer who is drawn to making money online like a moth to a flame. Get a copy of his new e-book "Make An Honest Living" at: http://www.makeanhonestliving.com

Article Source: http://EzineArticles.com/?expert=Daniel_Detlaf

Jan Verhoeff: Brand Your Market

By Jan Verhoeff

Marketing potential of any product is based on recognition and quality. Name based recognition happens with a variety of products. We have Paul Newman salad dressings, Robert Redford productions, George W. Bush policies, and Oprah Magazines; the list goes on. Each of these has a unique emblem of success, their name and face. No other product can compare; no other is similar.

Brand your market effectively with recognizable eloquence. Your name adds purpose, power, and punctuation to an otherwise bland product. Without your name, you would be unrecognizable by most forms of communication. Brand your market with simplicity and style: your name.

Originality swamps the market these days. Build a better burger became a sub-sandwich and fish and chips evolved into pizza, but meat is still meat no matter how you slice it. However, everybody recognizes Caesars, McDonalds, Long John Silvers, and Quizno’s. Name sells. Who are you?

At Pizza Hut, anyone could be in the kitchen cooking pizza. But at Little Ceasars, everyone knows Nero is spinning the dough, dealing the pepperoni and tossing the cheese. Name has impact. Be somebody. Be known. Be recognized. Get the recognition you deserve by putting your name on a quality brand product and standing on the face of prosperity.

A few benefits of branding the market with your name:

· Your name becomes a Google adword

· Your name becomes recognized

· Your name connects the product to you

· Your name reaches the audience

· Your name becomes memorable

· Your name locates your work on Search Engine Searches

Unabashedly plastering your name across some prosperous product slams impact into the sales market, branding your product with an identifiable title. Your name packs a power punch, focusing the client on integrity, enthusiasm, quality, and recognition. It’s commonly assumed that if your name is on the product, it contains quality. Use that assumption to market your product: you.

Copyright © 2005 – Jan Verhoeff

Effectively promote your product with individual punch. Name your product. Brand your market with success powerfully. Contact our offices at eBiz Brand Performance http://www.freewebs.com/ebizblitz.

Article Source: http://EzineArticles.com/?expert=Jan_Verhoeff

Who me?

Dina Giolitto of WordFeeder.com branded me a Stellar Content Provider on Web Content Awareness Day 2006. What an awesome title!

It's been a lot of fun participating and working with Dina on developing Web Content Awareness Day 2006, the first of what looks to be an Annual Holiday celebrating those who provide content for the Internet via Article Marketing. Her latest endeavor, Article Marketing March promises to be outstanding!

It looks so exciting that I've been working on my own March Marketing Mania to announce very soon.

Stay tuned...