Don’t Subordinate your Brand!

Look at YouTube as the first online video broadcast network and think, “I want some of that Mojo?”  See Facebook as the center of the social network universe and want to plug in?

You should, as there is a lot of goodness in embracing rich media content, building brand-centered communities and launching conversational marketing initiatives.

Just don’t subordinate your brand in the process.

So what can you can DO to Elevate your Brand?

1. DO…Ensure that your video player reflects your branding so that when a user sees a video, they associate it with your corporate identity in terms of look, feel, logos, color schemes and the like.
2. DO…Systematically tie video content to specific underlying articles and the like such that regardless of where a user views the video — onsite or when virally distributed — there are clear, built-in link backs to the underlying content you would like them to embrace.  Think of this as breadcrumbs that lead the consumer back to a designated content destination.   
3. DO…Take advantage of the unique opportunity to serve up “house ads” in and around such content so you can offer up free trials, encourage users to sign up for mailing lists and the like.
4. DO…build a plan for how you can express your brand more actively into your online strategy by integrating user profiles, social networking/community functions, search capabilities, etc.

So what have we learned? Don’t subordinate your brand.  Elevate it!

Comments

[Mark Hendrickson]

Hi Mark,

This comment isn't exactly about this post but I wasn't sure how to get in touch with you in any other way (couldn't find your email on the 'net). Anyway, I just wanted to thank you for your patient response to my post "9 Ways to Build Your Own Social Network" in which I was not so nice about Me.com. It's not easy to take that sort of criticism but you seemed to take it all in stride, which I appreciate. It's too bad we weren't able to talk before the post was published. I tried to contact a Me.com representative through the website but never heard back from anyone.

Best,
Mark Hendrickson

[Mark Sigal]

Hi Mark,

I appreciate the outreach back. I did actually personally respond to your ping requesting to connect live with someone from Me.com but did not hear back from you so obviously the email gods were not with us on this one. :-)

My experience with these things is that you take the good with the bad, and you often get more constructive and usable from unfavorable reviews than fawning and love coverage.

That said, we will keep working it until we get to the point of fawning and love.

Congrats on the TechCrunch gig. I actually thought that your piece was nicely analytical, and there was a clear context to your perspective.

Best,

Mark