You probably know how important branding is to the marketing industry, it lets your customers and competition know who you are and what you stand for.
With so much weight put on the proper representation of your brand, it’s important to keep others from tainting that image at the expense of your business. In today's information age, everything has become readily accessible to almost anyone. Which means it’s even more important to take safety precautions when it comes to protecting your business. Here are some tips to help keep your brand and business properly represented. The continuing rise of fraud in the digital marketing space remains a huge concern for many brands both small and large. Brand safety is essentially a strategy put in place to ensure that advertisements and other online associations don’t appear in places that conflict with your cultivated brand image.
Define Brand Safety
The IAB has outlined the Dirty Dozen as the industry standards for categories to avoid when it comes to brand safety. Brand safety is for the most part highly subjective, so it’s critical that you and your team establish your own definitions and boundaries. Ask what “safe” really means to you and your brand. It’s important to be on the same page about your brand’s core values because these will determine the parameters of your safety strategy moving forward.
Protect Your Data
Keeping all your data as secure as possible is paramount because secure storage systems provide the last line of defense against potential attackers. Top cloud providers can help keep your data private, safe, and consistently accessible to the right people. Cloud storage is a growing trend in many enterprises. It has been argued by many as a better way to secure data than on-premise storage options, however, ensuring data is properly secured can be a bit more complex so be sure to do your research.
Carefully Select Any Agency Partnerships
An agency is trusted with the planning and creation of campaigns on behalf of their clients. You are putting complete trust in a third-party, as they will hold the responsibility of placing ads in appropriate environments online while considering the potential impact on the success of your business. The ability to be transparent with your audience while retaining autonomy over branding decisions is one of the biggest reasons companies choose to keep their marketing efforts in-house. However, if you choose to outsource certain marketing efforts be sure to choose a reputable and trustworthy agency that understands your mission.
Utilize Negative Targeting
Most publishers will offer you the ability to exclude negative targets in the process of setting up your campaign. Although this isn’t 100% foolproof, it is one of the most proactive things that you can do to ensure your ads display only where you want them to. Both Facebook and Google Ad managers allow advertisers to exclude advertisements from appearing in a set of predetermined categories. Advertisers can create certain blocklists on Facebook and add negative keywords to Google campaigns. When you are initially setting up your business’ campaigns, take your brand’s definition of safety and begin thinking of harmful associations to exclude.
Set up Google Alerts
It may seem small, but being able to track any problems that may come up involving your company or brand is important. There are plenty of advanced brand tracking tools like TrackMaven and Rival IQ if you want to delve deep. However, Google Alerts is an excellent and 100% free tool that updates you on when and where your brand is being mentioned. Real-time monitoring of your reputation is essential so you can incorporate positive feedback and be proactive about any negative feedback. Alerts can also keep you up-to-date on industry trends, shifts in attitudes as well as keep an eye on any competitor moves.
Building brand safety is a must when building up your advertising presence online. Done right, the rewards are well worth the time spent taking precautions. Once your brand is associated with a content that diverts from its goals and tarnishes its image, recovery will be more expensive and time-consuming than prevention.