Saturday, July 16, 2016

What Eminem can teach us about Branding Business Citations

I've been enjoying helping a friend better market his small business. His business name is somewhat generic so customers and prospects will likely use a modifier of "city" or "business service provided" when searching.

Considerations:

  • Brand features "and" in the title (pick one: "and" vs "&")
  • It's an LLC that sometimes uses L.L.C. (pick one: "LLC" vs "L.L.C." vs. nothing)


There's no less than four names that are easily recognized to describe the music artist. 

Whether rebranding, or just tightening branding standards, it is important for businesses to consider how they brand themselves within digital properties they own (ex. website) or are third party and editable (ex. yelp, angieslist.com, twitter, linkedin, facebook, instagram, etc).

A good exercise is to review the various logins your team has for all digital properties maintained by your company. If you don't have one, create a "Business Citation Branding" document as a reference to help update the company information currently available online. Some sample fields to consider:

  • Business Name
  • Telephone Number
  • Website
  • Address
  • City
  • State
  • Zip
  • Short Business Description (< 150 characters)
  • Medium Description (150 - 250 characters)
  • Long Description (250 - 600 characters)
  • Services Offered (taxonomies)
  • URLs to link to other digital properties (ex. branded social media accounts)


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