{"id":6727,"date":"2018-04-26T08:46:18","date_gmt":"2018-04-26T12:46:18","guid":{"rendered":"https:\/\/www.cscdigitalbrand.services\/blog\/?p=6727"},"modified":"2019-12-11T11:06:28","modified_gmt":"2019-12-11T16:06:28","slug":"youre-not-the-only-one-marketing-your-brand","status":"publish","type":"post","link":"https:\/\/www.cscdbs.com\/blog\/youre-not-the-only-one-marketing-your-brand\/","title":{"rendered":"You\u2019re Not the Only One Marketing Your Brand"},"content":{"rendered":"<p><em>By Marie Le Maitre<\/em><\/p>\n<p><a href=\"https:\/\/www.cscdigitalbrand.services\/en\/domain-management-strategy\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-6728 size-medium alignright\" src=\"https:\/\/www.cscdigitalbrand.services\/blog\/wp-content\/uploads\/2018\/04\/DBS_042618-300x200.jpg\" alt=\"Brand Protection\" width=\"300\" height=\"200\" srcset=\"https:\/\/cscwebcontentstorage.blob.core.windows.net\/cscmarketing-cscdbs-media\/uploads\/2018\/04\/DBS_042618-300x200.jpg 300w, https:\/\/cscwebcontentstorage.blob.core.windows.net\/cscmarketing-cscdbs-media\/uploads\/2018\/04\/DBS_042618-768x513.jpg 768w, https:\/\/cscwebcontentstorage.blob.core.windows.net\/cscmarketing-cscdbs-media\/uploads\/2018\/04\/DBS_042618-1024x684.jpg 1024w, https:\/\/cscwebcontentstorage.blob.core.windows.net\/cscmarketing-cscdbs-media\/uploads\/2018\/04\/DBS_042618.jpg 1300w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a>Warren Buffett once said reputation is everything, and that while it takes 20 years to build a reputation, it only takes five minutes to ruin it. Of course, this theory applies to global behemoths like Buffet\u2019s Berkshire Hathaway just as it does to the small mom \u2018n pop grocery store.<\/p>\n<p>While brand awareness, lead generation, and retention have remained key marketing objectives over the years, the methods of accomplishing these have changed considerably. In today\u2019s world, digital marketing is now central to successful marketing strategies.<\/p>\n<p>It is important to remember, though, that you\u2019re not the only one marketing your brand\u2014be it the loyal customer who has infringed on your IP by setting up a fan page that misuses your company logo and inadvertently damages your reputation, or fraudsters who try to make a quick buck by putting up websites that mimic yours. Only a comprehensive domain name strategy enables you to manage risks from friends and foes alike. If you don\u2019t fully understand the digital brand portfolio you own, you can\u2019t conquer the online challenges that build or damage your brand.<\/p>\n<p><strong>The digital brand audit<\/strong><\/p>\n<p><a href=\"https:\/\/www.cscdigitalbrand.services\/en\/domain-management-strategy\/\">Domain management<\/a> is central to everything that follows\u2014eCommerce, social media, and apps\u2014and effective domain management strategies start with a digital audit. Getting everything in order allows you to concentrate on doing what you do best and communicate your brand by targeting the right audience.<\/p>\n<p>The audit begins with asking the right questions:<\/p>\n<ul>\n<li>How many domain names does your company actually own?<\/li>\n<li>Do your domains point to live sites?<\/li>\n<li>Do they all redirect to appropriate content?<\/li>\n<li>What high impact\/high risk domain names are available?<\/li>\n<li>Which domains are you paying for that could be lapsed without risk?<\/li>\n<li>What new gTLDs should you register?<\/li>\n<li>Do you keep social media and domain credentials\u2014such as usernames and passwords\u2014in a central location?<\/li>\n<li>Are you ready to register your username on the next big thing to both protect and build the brand?<\/li>\n<\/ul>\n<p><strong>Protect your digital marketing assets <\/strong><\/p>\n<p>Whatever your digital brand audit uncovers, it is vital to act on the results. Digital assets require continuous nurturing as new products are launched and existing ones move through their product lifecycle. Many companies invest in SEO without first laying the groundwork with domain name strategy. Are the right domains registered? How much traffic actually gets there?<\/p>\n<p>Marketing professionals are eager to gain insight into customer behavior while taking an interest in what product, technology, and operations teams can deliver. But there is a danger in launching marketing campaigns and bypassing the organization\u2019s overall intellectual property strategy. Larger companies may have <a href=\"https:\/\/www.cscdigitalbrand.services\/blog\/developing-brand-launch-digital-landscape\/\">well-established protocols for naming new brands<\/a>, but often decisions are made by simply checking whether a domain is available. Brands that operate in many markets will need to check availability of country-specific domains as well as top-level ones. Trademarks need to be established. So do usernames for social media platforms. The IP strategy must be clear who does what\u2014and where.<\/p>\n<p>It\u2019s not uncommon to come across larger brands with thousands of registered domains that they own or that are infringements. Their own registrations are almost certainly excessive. We recommend companies use domain name management services that also protect a brand\u2019s store of digital marketing assets, including apps and social media handles and usernames. Having a consolidated overview allows us to instantly see where the trouble lies. If, as Buffett says, it takes only five minutes to ruin your reputation, speed is of the essence.<\/p>\n<p><em>This post is the abridged version of an article originally published at <a href=\"https:\/\/www.masterclassing.com\/experts\/youre-not-only-one-marketing-your-brand\/\">Masterclassing.com<\/a><\/em><em>. To read more on how to protect your online assets with a digital audit, go to <a href=\"https:\/\/www.cscdigitalbrand.services\/en\/domain-management-strategy\">cscdigitalbrand.services\/en\/domain-management-strategy<\/a><\/em><em>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Marie Le Maitre Warren Buffett once said reputation is everything, and that while it takes 20 years to build a reputation, it only takes five minutes to ruin it. Of course, this theory applies to global behemoths like Buffet\u2019s Berkshire Hathaway just as it does to the small mom \u2018n pop grocery store. While [&hellip;]<\/p>\n","protected":false},"author":13,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[525,521],"tags":[],"class_list":["post-6727","post","type-post","status-publish","format-standard","hentry","category-domains-new-gtlds","category-send-email"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>You\u2019re Not the Only One Marketing Your Brand | CSC<\/title>\n<meta name=\"description\" content=\"By Marie Le Maitre Warren Buffett once said reputation is everything, and that while it takes 20 years to build a reputation, it only takes five minutes\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.cscdbs.com\/blog\/youre-not-the-only-one-marketing-your-brand\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"You\u2019re Not the Only One Marketing Your Brand | CSC\" \/>\n<meta property=\"og:description\" content=\"By Marie Le Maitre Warren Buffett once said reputation is everything, and that while it takes 20 years to build a reputation, it only takes five minutes\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.cscdbs.com\/blog\/youre-not-the-only-one-marketing-your-brand\/\" \/>\n<meta property=\"og:site_name\" content=\"Digital Brand Services Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/corporationserviceco\" \/>\n<meta property=\"article:published_time\" content=\"2018-04-26T12:46:18+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-12-11T16:06:28+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.cscdigitalbrand.services\/blog\/wp-content\/uploads\/2018\/04\/DBS_042618-300x200.jpg\" \/>\n<meta name=\"author\" content=\"Digital Brand Services Marketing\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@cscdbs\" \/>\n<meta name=\"twitter:site\" content=\"@cscdbs\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Digital Brand Services Marketing\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.cscdbs.com\\\/blog\\\/youre-not-the-only-one-marketing-your-brand\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.cscdbs.com\\\/blog\\\/youre-not-the-only-one-marketing-your-brand\\\/\"},\"author\":{\"name\":\"Digital Brand Services Marketing\",\"@id\":\"https:\\\/\\\/www.cscdbs.com\\\/blog\\\/#\\\/schema\\\/person\\\/c8385131857f2e60ca2a58d416f2404d\"},\"headline\":\"You\u2019re Not the Only One Marketing Your Brand\",\"datePublished\":\"2018-04-26T12:46:18+00:00\",\"dateModified\":\"2019-12-11T16:06:28+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.cscdbs.com\\\/blog\\\/youre-not-the-only-one-marketing-your-brand\\\/\"},\"wordCount\":631,\"publisher\":{\"@id\":\"https:\\\/\\\/www.cscdbs.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.cscdbs.com\\\/blog\\\/youre-not-the-only-one-marketing-your-brand\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.cscdigitalbrand.services\\\/blog\\\/wp-content\\\/uploads\\\/2018\\\/04\\\/DBS_042618-300x200.jpg\",\"articleSection\":[\"Domains &amp; 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