As someone writing a book on online reputation, you can imagine my excitement when I read the headline of the latest e-consultancy article: “Top ten hints on managing your brand online.”
Unfortunately, either I’m just too obsessed with the topic, or e-consultancy didn’t quite get the title right, because the “ten hints” actually refer to managing “brand standards”, that is how and where your brand is used in an online environment.
Ok, so once I got over my initial disappointment, I discovered an article that is actually very useful and on a topic not often discussed. When companies create their brand, they often go to great lengths to document what colors to use in the logo and how to capitalize each word in the company name. A lot of that gets lost when you move to the web – perhaps we feel the web is less strict and so cut a few corners. Regardless of the medium, companies that value their brand should ensure that they use it consistently across all channels.