Four Ways VARs Can Build Their Brands
Those of us who have worked for large companies know that “branding” comes with a 462 page document called The Branding Guidelines. If you read the document cover to cover you would find out how much space needs to be open around a logo in a document or presentation, how the company’s name can and cannot be written, and how each and every product needs to be referenced. But can branding guidelines help small VARs? You bet. Here are four quick tips…
…to help VARs with branding:
- Make your name original: I learned this very important rule from marketing expert and social media guru David Meerman Scott. Growing up I had a last name to end all last names Loitherstein. While it was a mouthful and no one EVER spelled it right, it was original. If you searched Heather Loitherstein everything that came up was about me or one article about my brother Scott Loitherstein and someone else named Heather. Now, if you search for Heather Margolis you get content on 30 people who aren’t me, content about me, and content on the most downloaded woman of 2003 Cindy Margolis – not related. To better differentiate myself online I always, I mean ALWAYS use my middle initial: Heather K. Margolis is how you will find me all over the web.
- Consistency is Key: Use your name, company and personal, the same way everywhere. This not only keeps the integrity of your company or personal branding but it also makes you easier to find on the internet. One of the worst things CA (formerly Computer Associates) did was to change to the acronym CA. It’s one thing to search IBM, HP, or EMC, because they aren’t a group of letters that would ever form a word, but search CA and you get everything from Cat to California Waterfowl Association. We all know why they changed it but did they have to use CA?
- Control the buzz: Are people talking about you? Chances are if you’re putting your brand or your name out there to be noticed, they are. It’s so important that you know what they are saying and where so you can either thank them and comment or engage in debate. Google alerts notify you as soon as something is posted. I have alerts set up for Channel Maven, Channel Maven Consulting, Heather K. Margolis, Heather Margolis, and a bunch of my clients. This way I know what is being said and can respond immediately.
- Ambiguity doesn’t work on the web: In business school everyone talked about embracing the ambiguity. Great when you’re talking strategy internally, not great on the web. When people see your website, your LinkedIn profile, your twitter account they need to know in 3 seconds or less what value you are going to provide to them. Make it simple and if you’re name is not, you need to overcompensate everywhere else. Channel Maven Consulting, you know I’m in the Channel, I think I’m smart, and I’m a Consultant.
This is just the tip of the iceberg but a foundation that is really important to get right before starting to launch your Social Media/SEO initiatives. Important to a channel organization but also important to VAR’s, SI’s, and MSP’s. Brand your company and yourself.
I’d love to hear other tips or horror stories around good or bad online branding practices.
Contributing blogger Heather K. Margolis, the Channel Maven, has led channel programs for major IT companies. She also has extensive lead generation and marketing experience. Follow The VAR Guy via RSS; Facebook; Identi.ca; Twitter; and via his Newsletter; Webcasts and Resource Center. Plus, visit www.VARtweet.com.
Heather,
What are your perspectives on leveraging high-profile partnership/relationships to help validate/promote a VAR/ISV brand/value proposition? Is this effective as a sales/marketing tool – or is it largely irrelevant for customers?
Thanks,
David
David,
Great question! I’m going to give a vague answer…it depends. It is so important that any type of partnership adds value to both parties (1+1 must equal 3). You want to ensure that a relationship with one partner does not exempt you from a similar relationship with another partner that could have been more beneficial. If on the other hand, you only represent one technology and leveraging that relationship would enable you to better serve your customers/end-user then by all means I am in favor of such relationships….again being sure that both parties (the large and small) are seeing a benefit.
Customers only care, rightfully so, about their own interests so such a relationship must highlight the benefits to them as well.
I’m happy to discuss further, if you have more questions feel free to email me.
Best,
Heather
Heather@channelmavenconsulting.com
I think a great method of improving brand image is with digital signage. Digital signage software vendors usually provide discounted NFR copies of ther apps a reseller can use to present their business, products amp; services in a multimedia medium that’s impressive. In addition to displaying the multimedia message on a large LCD at your headquarters, some apps allow playback on a sales reps notebook PC and embedded on a webpage…and oh by the way, it’s a great way to learn about digital signage so you can start selling it to your cusotmers. (Full disclosure: I operate a digtial signage software company)
Great suggestion on the google alerts. This has worked great for us. As far as visibility, I am a big fan of Newsletters (we use constant contact) and direct mail (that’s right snail mail). Some clients throw all promotional mail away and others don’t really like to view email – so we do both in order to keep our brand in front of clients and prospects. We don’t “sell” anything in the newsletters–we just give away information that is targeted to our audience. We are a VAR doing IT support in Los Angeles for 15 Years and these mailings/emailings provide a consistent touch that continues to pay dividends.
Brent: Great t have you aboard as a reader. The VAR Guy himself is checking out Constant Contact for a potential email newsletter management system.
Brent,
So glad to hear Google Alerts, Newsletters, and Mailings are doing well by your business. If you happen to be on LinkedIn another way to promote the Newsletter is to post it in any groups you may be a part of while posing a question that the Newsletter solves i.e. “What are your IT support challenges for 2010?”. Some end-users may find your Newsletter helpful and subscribe. Now you’ve just expanded your audience without buying lists or cold calling.
Another way to “Go Green” is to do an email campaign asking if prospects prefer mailings/emails/RSS feeds. This way those that prefer mail get it, and those who throw it out don’t. Just a thought, can’t help my tree-hugging self from coming out every once in awhile.
To The VAR Guy, just started using Constant Contact and a really big fan! They have a 60 day free trial during which you still get full support from a customer engagement manager. Great model!