Brand Protection and Consistency

     Registering Your Brand and Trademarks

When your company launched your website, you had to register a branded domain name (i.e.: ABCCompany.com). It is equally important to register your brand and any trademarks you have on the social portals – even if you are not yet active in the social space.

 

People are registering for usernames and social media accounts every day. It is vital that you protect your brand and trademarks by creating company branded accounts on all social media portals even if you are not utilizing these portals yet. This way, when you are ready to embark on your social media strategy, you can be confident that no one else is using your brand name. Also, if you have any trademarks, it would be a good idea to register and protect those as well.

Some companies have failed to reserve their brands, and as a result, other users have gone ahead and registered accounts using their brand names. For example, Microsoft does not own http://www.youtube.com/Microsoft, a channel that has almost 20,000 views. Also, http://www.youtube.com/McDonalds doesn’t belong to McDonald’s, but to a company that is using the channel to promote their own line of burgers.

Your company likely has a brand protection policy, which outlines corporate branding standards, and a style guide, which defines your corporate colors and fonts. In all of your marketing materials, you likely follow these guides to keep your company’s look and feel consistent. So why should your social presence be any different?

Your social media presence should be treated like any other marketing endeavour. It should consist of the same look and feel as your company website and marketing materials. This way, when visitors migrate from your website to your corporate blog, Twitter page or YouTube channel, they won’t feel like they’ve landed on a totally different page. A consistent look and feel for your social pages will give visitors a consistent experience with your brand.

When creating a corporate blog, you generally have freedom to customise your blog’s look and feel. Some social media platforms, such as Twitter and YouTube, allow for the same freedom. In these portals, you can upload a personalised template to represent your social page. In such cases, you would need to have a company template created for you, which consists of your logo and corporate colours and fonts.

 

Our workshops will expand on these issues, to help your company get started with social media, Emarkable has created this Social Media Strategy Workshop that contains best practices, checklists, templates, tools and resources book a consultation.