company branding

4 Tips to Cleaning Up Your Brand

Whatever your business and services, your brand should be flexible and organic. It should grow over time. And sometimes, that means clearing up some of your brand clutter so that it can grow. Every brand needs evaluation from time to time to make sure that you’re achieving your goals and targeting your audience the way you need. Here are the best ways to clean up your brand.

Google Your Business

First thing: type your business’s name into any search engine and read whatever it retrieves. What are people saying about your business? This could be through blog posts, articles, tweets, reviews, or other content. You may not be able to control it, but you certainly can improve on this information in the future.

You can also use a Google search to check if your company’s site comes up with specific keywords, or if it vanishes to the second or third page of results. You’ll be able to take this information to improve your SEO and links.

Create a Positive Image

Is there any negative press about your business? Get out there and clean it up. Now, this is not to say you should delete comments and reviews. Simply trying to bury negative press will generate more anger among your community. Instead, do what you can to rectify issues within your consumer base. Or, if there are issues you can’t fix, do what you can to appease or apologize to irate reviewers. Showing that you are responsive to issues and respectful to your customers helps improve your brand and company image.

Evaluate Your Audience

Look at how your ideal client compares to the clients you actually have. Do they match up? Or are you way off the mark? You may also see the need to chase new markets in which your company will succeed. If this is the case, consider adjusting your target audience, whether you’re expanding or narrowing, to bring it closer to your ideal. This means trimming away those parts of your audience that profit little for the work you put into them, and entering new services or products to reach your perfect client.

Update Your Social Media

Often, people get onto LinkedIn or Twitter to set up a profile–and then never edit it again. Over the years, their information and content can become terribly outdated. If you fall into the category of people who haven’t updated in a year (or more!), it’s time to log back in. Make sure your information, especially about your brand and yourself, is up-to-date. This could be awards and acclaim, or just taking note of a new, brand-strengthening image.

Thanksgiving tribute: Companies who give back

Tis the season for giving thanks so we decided to highlight a few companies that are known for it. Whether they were built from the ground up on charitable foundations or found them along the way, these four companies are great examples of paying-it-forward.

Toms

 

This list would be incomplete without mentioning TOMS. If you have somehow gone this long without hearing about this shoe company; they donate a pair of shoes to a deserving child for every pair that is bought. They find communities that will benefit most from receiving the shoes and where local businesses won’t be negatively affected. But wait, there’s more! After making a name for itself with its shoes, the company branched out into eyewear; with every sunglasses purchase, TOMS will pay to restore or save the eyesight of one individual. TOMS also sells eye wear and under their “One For One” program, when one person buys a pair of TOMS glasses, one person somewhere in the world receives much-needed eye care. According to the company, TOMS has donated 10 million shoes and saved the eyesight of 150,000 people in more than 60 countries. TOMS even has an online marketplace that highlights other companies that give back as well.

Burt’s Bees

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Burt’s Bees partners with Habitat For Humanity to build eco-friendly homes, and in 2007 they established The Burt’s Bees Greater Good Foundation, which is funded by a percentage of their sales. Turns out this isn’t just another pretty face in the world of bath and beauty products. The goal is “to help empower non-profit initiatives whose efforts resonate with our own mission, particularly in the areas of natural health and well-being, the environment and social responsibility.” The company also gives back in another way by working to develop sustainable packaging solutions.

Tide

 

I remember when I first saw a Tide commercial that explained their charity efforts. When disaster strikes, most people don’t have a suitcase full of nicely folded clean clothes—or a box of detergent nearby. That’s when the Tide Loads of Hope program provides help with its mobile Laundromat. The company explains, “One truck and a fleet of vans house over 32 energy-efficient washers and dryers that are capable of cleaning over 300 loads of laundry every day.” The Laundromat has been deployed in areas affected by floods and tornadoes, and it was most notable job was in assisting victims of Hurricane Sandy in New York and New Jersey.

Downton Abbey

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It’s not every day that you make a mistake as big as Downton Abbey did on their publicity shoot. And it’s even more uncommon that they are able to bounce back so quickly. When a plastic water bottle was left on set, photographed and published in this period-piece photo shoot, the internet mockery erupted. Someone at the BBC was clever enough to turn this into possibly the best PR flip-flop. The TV show answered the internet mockery with a new publicity shot, this time everyone in the cast held a bottle of water. The photo was posted to their Instagram page along with a link to the website for WaterAid; an organization that helps provide clean water t undeserved communities.

Honorable Mention: Movember

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Yes, even the tastefully-tacky, hipster-supported, Duck Dynasty phenomenon originally began as a fundraiser. No, there is no secret corporation like Bic or Gilette trying to brainwash their clients. Movember actually started in 2003 in Australia to support men’s health through sponsored mustache growing. Just last year, it doubled its Facebook reach thanks to the hipster fashion craze. Approximately 2.3 billion conversations about Movember happened last year alone.  To date, the Movember Foundation has raised $559 million and just halfway through this month $45 million.

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