Brand Polish

Brand Polish

A blog is a must-have in my opinion for any company doing business on the web. I wrote recently that it’s the soul and personality of your business. But, if you can’t give it the attention and care that it deserves, maybe you should leave it out of your marketing toolbox altogether.

I used to have a client that cared a great deal about their brand. They hired me to develop their social strategy and present them as thought leaders in their industry long before this was a cool thing for brands to do. In some ways the brand had more polish and finesse than their actual product offerings.

Awhile back they stopped using my services. They believed that I was too expensive and they thought they had the ability in-house to manage and grow all the content channels we had established. I knew they didn’t, but I wished them well and focused my energy on my other clients.

Since my work with this client ended, their brand polish has gone from mild neglect to full-blown disrepair. Their content and dialogue in the social sphere is exclusively self-promotional. It’s repetitive, boring and shows little sign of any meaningful user engagement. What’s worse is the spelling and grammatical errors found in nearly every thing they do. In fact, I can’t even use their blog as any sort of reference to my potential client base at this point because it is so far removed from what it used to be.

The message that this type of degradation in quality projects to me one of not caring. You’ve given up. I mean, why have a blog at all if you can’t be bothered to spend an extra 5 minutes proofreading the post you just wrote? You care enough to spend the time to write the post, but not enough to make sure there are no misspellings or grammatical errors? Do people want to do business with a company that doesn’t care about getting the details right? I wouldn’t.

My takeaway here is simple: I believe a blog is an integral part of your marketing mix, but only if you have the resources to sustain and support it properly. Having an intern write content would not be my preference, but it can work if it’s the only resource you have available. The key is making sure someone at a senior level of the marketing organization is overseeing that content and proofing it for accuracy, tone and voice.

While I’ve focused this post around blog content, it also applies to the person piloting your other social channels like Twitter and Facebook. We may be talking about smaller 140 character bursts, but the potential for sloppiness is still there. Make sure those channels are being spot-checked and that the content and information being posted there best represents your brand.

  • zing! 😉

    • Really not meant to be a zing or a slight to any one client that I’ve worked with in the past. Instead, I’m just trying to point out how fast you can fall in terms of brand perception by choosing the cheapest path.

      It’s like the old adage: You get what you pay for.