When I opened my mail about a week ago, it was from a major insurance company notifying me of survivor benefits that they thought I was entitled to claim. I did not know that anyone in the family had passed and I did not recall anyone related by that name. I called the company and suggested that they should have notified another person who shared my name. They told me that they had found me through an Internet search, assuming that I was the right person. They sent the letter immediately upon receiving a death notice from a funeral home without validating any information. While this mistake was easy for me to resolve, maybe it was not for the insurance company. It was validation of the power of online identities and confusion that is possible.
I have known for years that my husband and I share names with a lot of people. Most of these people are reputable but there have been some who achieved notoriety. We routinely search many channels personally, professionally and for the company to be aware of what might be out there and head off challenges before they occur or at minimum know how to mitigate the issues. This is protection of names, credit and of the branding of our business and practices.
A part of marketing and branding is establishing and protecting your identities and images. It is not as simple as doing a search every once in a while. It is even more important when you have others working under your name and brand. It is also about maintaining differentiation.
While names may be alike, it would be rare that the entire package of name, brand and differentiators be so easily confused. Franchised companies have adopted a name as a branded identity to give them leverage and position in the mind of the consumer. This brand extension is valuable as long as it is a differentiator in the market place. Where there are multiple franchisees in the market the consumer often assumes that they are all the same company. It is the job of the company to provide the differentiators and the branding of their company.
Providing differentiators in the individual naming of the company does not go far enough. Practices, value and a reason to do business with you are all essential. To give an example, take a look at almost any real estate company’s web site. You will most likely find a property search that gives the customer the opportunity to search and find properties of interest whether or not they are listed in the company inventory. In some cases links are embedded that take the viewer away from the original web site.
Embellishments might give a few nice pictures, tell you a little about the history of the company and you'll most likely be able to see the agents affiliated with the company along with a short profile that might not even have anything written.
Images on the site are often stiff – many people are in business profile pictures or worse yet have a generic head silhouette since they never supplied a picture. Pictures of the offices are usually lifeless street images that no self-respecting listing agent would consider displaying in the MLS portfolio. Interesting portrayals in that they have little differentiator value. This is a people-centric business but it denies its own personality.
These same sites that are the outward, web based identity of the company rarely convey value well. The basic marketing questions are rarely answered on the site and if they are there, they are difficult to find, written in antiseptic terms with little warmth, marketing direction or attractiveness.
- Why should I engage you for business?
- Why should I trust you?
- Will you be able to take care of my needs?
- Who will I be working with?
- What does your company do to ensure that I get the services I need?
- Why do people work in your company?
- When and how will I hear from you if I request assistance?
- What do you sell?
- Why is your company different than every other company that lets me search for property or initiate other self-service?
If the insurance company had simply looked at the information in their files prior to doing an Internet search, they probably would have found the correct contact person. If they had looked beyond the name, the differentiators would have been obvious. The mistake of the insurance company was fairly simple with little harm or delay caused. Customers will be just as superficial without differentiators that set your company, services and identity apart from those who may share all or a significant part of your trade name.
8 comments:
prada outlet, kate spade outlet online, coach outlet, burberry outlet online, longchamp outlet, longchamp outlet online, nike outlet, jordan shoes, ray ban outlet, oakley vault, tiffany jewelry, louis vuitton outlet, tiffany and co jewelry, ray ban sunglasses, gucci handbags, christian louboutin, michael kors outlet store, longchamp handbags, christian louboutin shoes, polo ralph lauren outlet, nike air max, coach outlet store online, michael kors outlet online, louis vuitton outlet online, prada handbags, louis vuitton handbags, coach outlet, tory burch outlet online, michael kors outlet online, louis vuitton, chanel handbags, true religion, cheap oakley sunglasses, louis vuitton outlet, michael kors outlet online, red bottom shoes, michael kors handbags, nike free, christian louboutin outlet, michael kors outlet, polo ralph lauren, kate spade outlet, coach purses, nike air max, burberry outlet online, true religion outlet, oakley sunglasses
nike air max, montre femme, vans, hollister clothing, toms outlet, canada goose, swarovski jewelry, moncler, iphone 6 case, pandora charms, canada goose, gucci, uggs canada, ray ban, moncler, timberland shoes, karen millen, thomas sabo uk, converse, pandora uk, converse shoes, parajumpers outlet, lancel, moncler, coach outlet, moncler outlet, louboutin, moncler, supra shoes, ugg, links of london uk, baseball bats, moncler, oakley, louis vuitton canada, air max, pandora jewelry, hollister canada, swarovski uk, hollister, juicy couture outlet, juicy couture outlet, moncler outlet, replica watches, ralph lauren, wedding dress, canada goose pas cher, canada goose
5
air jordan 11
kate spade outletonline
adidas shoes
oakley sunglasses
air jordan 11
timberland boots
cheap oakley sunglasses
kate spade handbags
kate spade handbags
tory burch outlet online
christian louboutin outlet
beats by dre
monster beats by dr dre
herve leger
hollister shirts
beats studio
tory burch outlet
coach outlet
cheap jordans
tory burch shoes
true religion sale
kate spade handbags
hollister pas cher
ray ban sunglasses
burberry outlet
coach factory outlet
adidas outlet
air jordan 4
nhl jerseys
michael kors outlet
burberry sacrf
chanel 2.55
michael kors outlet
new balance 574
louboutin shoes
monster headphones
true religion jeans
cheap ray ban sunglasses
monster beats
mac cosmetics
hollister
20150407maoqiuyun
qihang0921,cheap ray ban sunglasses
hermes belt
tory burch outlet
ugg boots clearance
longchamp
hollister
tommy hilfiger outlet
coach outlet
replica watches
p90x workouts
mcm outlet
pandora
sac longchamp
louis vuitton outlet
oakley sunglases cheap
moncler jackets
nike huarache
snapbacks wholesale
louis vuitton pas cher
christian louboutin
hollister kids
rolex watches
ray bans
q
Michael Kors Outlet Coach Factory Outlet Coach Outlet Online Coach Purses Kate Spade Outlet Toms Shoes North Face Outlet Coach Outlet North Face Jackets Oakley Sunglasses Toms Outlet North Face Outlet Nike Outlet Nike Hoodies Tory Burch Flats Marc Jacobs Handbags Jimmy Choo Shoes Jimmy Choos True Religion Outlet ED Hardy Outlet
Burberry Belt Tory Burch Boots Louis Vuitton Belt Ferragamo Belt Marc Jacobs Handbags Lululemon Outlet Christian Louboutin Shoes True Religion Outlet Tommy Hilfiger Outlet
Michael Kors Outlet Coach Outlet Red Bottoms Kevin Durant Shoes New Balance Outlet Adidas Outlet Coach Outlet Online Stephen Curry Jersey Vans Outlet Ralph Lauren Outlet
Coach Outlet http://www.coachstoreoutlet.us.org
Christian Louboutin Shoes http://www.christianlouboutinshoe.eu.com
Valentino Shoes http://www.valentinoshoes.eu.com
Michael Kors Outlet http://www.michaelkorsoutlet.us.org
Coach Factory Outlet http://www.coachfactoryoutlet.us.org
Coach Outlet Online http://www.coachoutletonlinestore.us.org
Coach Purses http://www.coachpurse.us.com
Kate Spade Outlet http://www.katespadefactoryoutlet.us.com
Toms Shoes http://www.toms-shoes.name
Hermes Belts http://www.hermesbelts.us.org
Louis Vuitton http://www.louisvuitton-outletstores.us.com
Fendi Handbags http://www.fendibelt.us.com
Giuseppe Shoes http://www.giuseppezanotti.eu.com
Michael Kors Outlet http://www.michael-kors-outlet.us.com
Stephen Curry Shoes http://www.stephencurryshoes.us.com
Salomon Shoes http://www.salomonshoes.eu.com
North Face Outlet http://www.northfacesoutlet.in.net
Coach Outlet http://www.outletcoach.in.net
North Face Outlet http://www.northfacesoutlet.us.com
Burberry Outlet http://www.burberryoutletstore.us.org
North Face Outlet http://www.north-faceoutlets.in.net
North Face Jackets http://www.outletnorthface.in.net
Skechers Shoes http://www.skechersshoes.us.com
Toms Outlethttp://www.tomsoutletstore.us.org
North Face Outlet http://www.northfacestoreoutlet.us.org
Nike Air Max http://www.nikeoutlet.us.org
Nike Hoodies http://www.nikehoodies.us.com
Marc Jacobs Handbags http://www.marcjacobshandbags.name
Marc Jacobs Outlet http://www.marcjacobsoutletstore.us.com
Jimmy Choo Shoes http://www.jimmy-chooshoes.us.com
Jimmy Choos http://www.jimmychoos.in.net
Burberry Belt http://www.burberrybelt.us.com
Louis Vuitton Belt http://www.louisvuitton-belt.com
Salvatore Ferragamo http://www.ferragamo-belt.us.com
Marc Jacobs Handbags http://marcjacobshandbagsoutlet.blog.com
Lululemon Outlet http://www.lululemonsoutlet.us.com
True Religion Outlet http://www.truereligion-outlets.in.net
Tommy Hilfiger http://www.tommyhilfigeroutlet.us.com
Michael Kors Outlet http://www.outletmichaelkors.eu.com
Coach Outlet http://www.outletcoach.eu.com
Red Bottoms http://www.redbottom.in.net
Kevin Durant Shoes http://www.kevindurantshoes.us.org
New Balance Outlet http://www.newbalanceoutlet.in.net
Adidas Outlet http://www.adidasoutlet.in.net
Coach Outlet Online http://www.coachoutlet-online.eu.com
Stephen Curry Jersey http://www.stephencurryjersey.us.com
Vans Outlet http://www.vansoutlet.us.com
Ralph Lauren Outlet http://www.ralphlauren-outletstore.in.net
True Religion Outlet http://www.true-religionoutlets.in.net
ED Hardy Outlet http://www.edhardyoutlet.in.net
North Face Outlet http://www.northfaceoutlet.eu.com
UGG Outlet http://www.uggoutlet.us.org
UGG Outlet http://www.outletugg.in.net
North Face Outlet http://www.northface--outlet.us.com
Ugg Boots Sale http://www.uggbootssale.in.net
UGGS For Women http://www.uggsforwomen.us.com
Skechers Go Walk http://www.skechersgowalk.us.com
Adidas Yeezy Boost http://www.adidasyeezyboost.in.net
Adidas Yeezy http://www.adidasyeezy.us.com
Adidas NMD http://www.adidas-nmd.us.org
Coach Outlet http://www.coachoutletinc.us.com
mulberry bags
nike air max outlet
michael kors outlet online
louis vuitton outlet
red bottoms
beats headphones
polo ralph lauren outlet
cheap mlb jerseys
oakley sunglasses outlet
michael kors outlet clearance
20170418CAIYAN
2018806 leilei3915
canada goose outlet
pandora charms
michael kors handbags
supreme hoodie
ugg boots
polo ralph lauren
true religion outlet
ray ban sunglasses outlet
michael kors
michael kors outlet online
Post a Comment