Running a well set up brand protection operation can 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.
Managing a intriguing brand protection campaign is not always easy when you need to come up with ways to market your company. When done correctly, a well managed brand protection campaign captures the reader’s attention. You need to keep the readers interested in the story, and they will continue to read if done right.
Use of own staff in New York to manage projects outsourced to the brand protection professionalOften, people in the New York-department can have broader knowledge of what is going on locally than what you can expect from a brand protection professional 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 professional. Below I will highlight some of the things that need to be discussed.
The project you are thinking of setting out to a brand protection professional can be time consuming and difficult to learn, but it can be well worth the time and resourcesPutting the work out to a brand protection professional 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 organization. If you already have limited resources, the project will almost guaranteed not get enough attention and dedication from internal staff without adequate resources dedicated to handling the brand protection. The brand protection professional knows that these things require a lot of attention and are knowledge-intensive, so they have put the resources needed to handle the project in a responsible and thorough way. I have always been of the opinion 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.
Is there any difference when using a brand protection professional in New York compared to working with this inhouse?
Good brand protection toolsThere are some things you need to be aware of when using a brand protection professional – whether this is handled by local staff in New York, 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 New York are doing, potential public relations disasters in the form of negative reviews and much else useful.
Ranks.nlRanks.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 professional you are planning to use is at all professional, they probably use the tools available from ranks.nl – or similar tools extensively.
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 New York 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 professional or manage the project yourself?Do you need to discuss what a brand protection professional should do? Do you need someone to throw ball with? Feel free to contact me. Contact information can be found in the menu. We never charge before agreed from both sides.
Frequently asked questions
Do you do brand protection for a business in New York?
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.