Five crimes which damage your online brand
May 9, 2018How your company is represented online impacts on the perception of your brand.
Here are five fundamental online ‘crimes’ which can damage your brand.
“Old news“
When a website or social platform has Latest News items which are more than three months old, it infers that your business is less than dynamic.
If your most recent news item is two or three years old, the implicit message conveyed is that you either do not care or have nothing new to offer.
Any mentions of “innovation” in your text will appear ingenuous, if not reflected in a constant flow of new developments, projects, successful bids, personnel, equipment, products and services.
“Chronological order“
There is value in demonstrating your expertise and heritage. However, if your company history and activity, starts from the oldest date, it gives an impression of regressive thinking.
By presenting timeline items in reverse chronological order (with the latest items first), you will reflect the brand’s dynamism and ensure higher ranking with search engines (as new content appears closer to the top of the page)!
The clean, clear, logical presentation of content, implies that your company applies a rational and organised philosophy to all your operations.
“Responsiveness“
A fixed width website prevents the majority of your audience from viewing it appropriately on handheld devices.
‘Responsive‘ sites have been de rigeur since 2012. If your site width (and content) still does not scale to suit any device, it indicates a brand which has lost of touch with reality.
“Identity“
A logo which has remained unchanged for ten years or more makes a brand (and a business) look staid and unimaginative.
Brands need to regularly review their identity to ensure that the impression remains consistent, powerful and positive.
A change does not have to be radical, but even subtle alterations can ensure that an identity maintains freshness and impact.
“Visual Assets“
When a website or social post relies entirely on stock library photography, it conveys a lack of creativity and transparency.
Professional video and photography of your facilities and personnel present an authentic and trustworthy view of your company.
An investment in high-quality imagery implicitly conveys a respect for your products, services and people.
In summary
All these components contribute to the way in which your brand is perceived.
By neglecting to maintain fresh content, current technology and accurate media, you risk representing your brand in a negative way.
If you recognise any of these vulnerabilities in your own online presence, seek professional advice today to represent your brand in the most positive light.
From Our Clients
Andrew helped us to see the potential of video in bringing our new website to life.
He held our hand through the process, making it as undaunting as possible.
He delivered a great selection of videos (from a one-day shoot), that really tell the Foodbank story and will be a great addition to our communications.
Service delivery is precisely what was asked, while respecting deadlines and budget constraints. Digital Tsunami are very good value for money, particularly for quick wins without long pre-planning project phases.
Thanks very much for the speed & professionalism with which you continue to service our needs, despite the fact that this is provided pro bono !
Your ongoing generosity in donating the services of Digital Tsunami to Foodbank is appreciated more than you know. We, and the 30,000 people a day you help us feed, are indebted to you.
Andrew was able to create an entirely new website in a short period of time and to budget. He and his team worked very well with both our Marketing and IT team.
Andrew and his team have supported Foodbank by providing web services for more than a decade.
In fact, they have just undertaken the first complete redevelopment of the original Foodbank website they built for us, and have been maintaining so ably since.
Andrew is creative and passionate and helps us to keep up, constantly looking for new ways to add value and improve our online communications channels.