Running a balanced brand protection operation can potentially be a lot of fun. It can also be very frustrating.
In this post I will try to inspire you to come up with new and fresh approaches to keep the fun going.
Getting the brand protection campaign right is not always easy when you need to come up with ideas to market your company. When done correctly, a good brand protection campaign captures the target market’s attention. You need to keep the readers immersed in the story, and they will continue to read if done right.
The project you are thinking of setting out to a brand protection manager can be time consuming and difficult to learn, but it can be well worth the time and resources usedPutting the work out to a brand protection manager 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 firm. If you already have limited resources, it is unlikely that this type of task will receive sufficient focus and attention from in-house staff without adequate resources dedicated to handling the project. The brand protection manager knows that these things require a lot of attention and are knowledge-intensive, so they have dedicated the resources needed to handle the project in a professional way. 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.
Use of own employees in Ethiopia to manage projects outsourced to the brand protection managerOften, people in the Ethiopia-office can have broader knowledge of what is going on locally than what one would expect from a brand protection manager far away or what the people at the headquarters of your firm are aware of. Although, this does not necessarily mean that it is good use of resources to engage internal human resources locally in relation to the brand protection manager. Below I will highlight some of the things that need to be discussed.
Is there any difference when using a brand protection manager in Ethiopia compared to working with this inhouse?
Good brand protection toolsThere are some things you need to be aware of when using a brand protection manager – whether this is handled by your department in Ethiopia, or centrally at the head office. 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 AlertsTo 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 Ethiopia are doing, potential public relations disasters in the form of negative reviews and much else useful.
Majestic.comMajestic SEO is the world’s largest link index. You can use this tool to find out everything you need to know about links to your own pages and what your competitors locally in Ethiopia 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.
Ranks.nlRanks.nl has a bunch of 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 manager you are planning to use is at all professional, they probably use the tools available from ranks.nl – or similar tools extensively.
Need help deciding whether to use a brand protection manager or manage the project yourself?Do you need to discuss what a brand protection manager should do? Do you need someone to throw ball with? Feel free to contact me. Contact information can be found in the menu. An initial discussion about your needs never cost anything.
Questions or comments?Ask in the comments section below, or share with me your experiences with the use of a brand protection manager compared to keeping things in the firm, whether it is about local searches in Ethiopia, or anywhere else. Don’t forget to share this post on social media. Sharing is caring, and will also bring more perspectives to the discussion. You will find social sharing buttons just below the article.
commonly Asked questions
Do you do brand protection for a business in Ethiopia?
Yes. My company does. We provide brand protection services targeting any location. Since everything we do is on internet, location does not matter at all to us. It should not matter to you either.