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Need a brand protection bureau in Stockholm? Keep this in mind

Is there any difference when using a brand protection bureau in Stockholm compared to working with this at the house? Should you employ professionals from a brand protection bureau in Stockholm or can one just as well use someone in the firm to take care of brand protection in the firm?

The questions above has a number of aspects that you should think about. Here, I will try to discuss some of the things you should be aware of before deciding whether a brand protection bureau is needed or whether it is better using internal staff in the organization at the local branch office in Stockholm.

Use of your own employees in Stockholm to manage projects outsourced to the brand protection bureau

Often, people in the Stockholm-office can have broader knowledge of what is going on locally than what one would expect from a brand protection bureau far away or what the people at the headquarters of your firm know about. However, this does not necessarily mean that it is good use of resources to engage internal human resources locally in relation to the brand protection bureau. Below I will highlight some of the things that need to be considered.

The project you think of setting out to a brand protection bureau can be time consuming and difficult to learn, but it can be well worth the time and resources

Putting the work out to a brand protection bureau can certainly pay off, but it is still important that there are available resources that can handle this in a proper way on the part of the inhouse staff.

If you already have limited resources, the project will almost guaranteed not get enough attention and dedication from company staff without adequate resources to handling the brand protection. The brand protection bureau knows that these things are time-consuming and are knowledge-intensive, so they have dedicated the resources necessary to handle the project in a responsible and thorough way.

However, it has always been clear to me that it is you who know your product and your market best, so if you have the resources needed, it is definitely the best thing to do it yourself. This is something that must be carefully considered before making a decision on how to proceed with brand protection.

Good brand protection tools

There are some things you need to be aware of when using a brand protection bureau – whether this is handled by your department in Stockholm, or centrally at the corporate headquarter. Below is a handy checklist of things you need to think about, as well as the best tools you can use for either free or commercial tools where free alternatives are not available or significantly inferior to the commercial ones.

Google Alerts

To be on top of things, it is important to know what happens as early as possible. Google Alerts sends you an email every time someone mentions the words and phrases you specify. This can be anything from trademarks that are important to you, people of interest or general words and phrases that are important to your business. You can have alerts for all employees, freelancers you use, your trademarks including websites you run and words and phrases you focus on. All of this gives you a good overview of what is being talked about that matters internally. Google’s notification is free to use and helps you to be early in terms of being on top of what your competitors in Stockholm are doing, potential public relations disasters in the form of negative reviews and much else useful.

Ranks.nl

Ranks.nl has many professional SEO tools that I can really recommend. One of the tools I use most is Page Analyzer. With this tool, you can check keyword density on each subpage of your domain to optimize for keywords or phrases. If the brand protection bureau you are planning to use is at all professional, they probably use the tools available from ranks.nl – or similar tools extensively.

Majestic.com

Majestic SEO is the world’s largest link index. You can use this tool to find out everything of interest about links to your own pages and what your competitors locally in Stockholm are doing, or what national and international competitors are up to. Links to your website and subpages are crucial to your search engine rankings, so this is important to keep tabs on.

Need help deciding whether to use a brand protection bureau or manage the project yourself?

If you need to discuss what a brand protection bureau should do, or need someone to throw ball with, feel free to contact me. Contact information can be found under the contact menu item at the top of the page. We never charge before agreed from both sides.

Questions or comments?

Ask in the comments section below, or share with me your experiences with the use of a brand protection bureau compared to keeping things in the organization, whether it is about local searches in Stockholm, or anywhere else.

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