Corporate branding needs to exploit new technology
Martin Roll ‘s article on the 10 steps for successul corporate branding in Communicate says
"Modern technology should play a part in a successful corporate branding strategy. Technology helps to gain effectiveness and improve the competitive edge of the corporation.
"A company website is not only a must, but rather a crucial channel for any modern corporation regardless of size. If the corporation is not accessible on the Internet, it does not exist! The more professional the website, the better the perception among the Internet savvy modern customer. Gone are the days where corporations could get along with a business card portrayed on the Internet."
Roll also mentions the importance of other technology that can boost your communication functions – internally and externally.
Intranets facilitate the ever-changing face of the workplace – people are working from home, hopping on and off planes and interacting with offices in remote locations.
An Extranet allows you a seamless integration with suppliers and customers and automates mnay procedures – increasing customer satisfaction and building the good relationships so necessary to brand loyalty.
A corporate blog builds a buzz around your name and product. Combined with news feeds and syndication of your good content, it creates a cloud of information on the Internet and boosts your search engine page results. And that increases your brand awareness and value.
When your cloud of content piques the interest of journalists covering your field, you can feed them syndicated news relevant to your industry. Not rocket science – just good journalist relationship management (JRM)
At your next corporate branding strategy session make sure there is discussion about how to use technology and Internet PR to achieve your goals.
