Brand Ranch Media

Cultivating Ideas - Building Brands

  • Email
  • Facebook
  • LinkedIn
  • RSS
  • Twitter
  • YouTube
  • Home
  • About
  • Services
    • Research
    • Media Planning and Buying
    • Radio Production, TV Production, & Web Production
    • Digital Marketing
    • Website Design
    • SEM/SEO
    • Promotional and Event Marketing
    • Consulting
  • Partners
    • Industry Experience
    • Our Happy Clients
    • Testimonials
  • Contact Us
  • Blog

Buying Your Brand Keyword: 4 Scenarios to Consider

Buying Your Brand Keyword

Are you thinking about buying your brand keyword for a search ad campaign? If you (or the digital marketing agency that manages your ads) is bidding on your brand keyword, you might want to consider if this is a good strategy for your business. What are the benefits of this strategy and are there any potential drawbacks? What is the reasoning as to why you think you should buy your brand keyword? Ok, wait. We’ll help you out! Just keep reading and we will guide you through 4 scenarios when buying your brand keyword might make sense. We will also point out things you should consider before moving forward with this strategy.

A Competitor Is Buying Your Keyword

Many business owners Google their own brand name (sometimes a little too often) to see how they appear in searches. This can be helpful when you have a lot of competition in your market, and it can also let you know if a competitor is bidding on your brand keyword in their search ad campaigns. Google does not allow the use of trademarked brand names in the ad copy of other brand accounts unless prior authorization for use is given by the trademark owner. However, anyone can include competitor brands as keywords in their digital ad campaigns. If a competitor is buying your brand keyword you should probably start to bid heavily on it as well as get a little creative with your ad copy so that your ad stands out above the rest when people search.

You Want to Own the Market

Perhaps competitors are NOT bidding on your brand name, your website has great SEO so it appears at the number one spot on search results pages, but you want to absolutely OWN all branded website traffic and don’t care what it might cost to do so. A brand with deep pockets might consider this an option. Brands on a budget might want to consider holding off on paying for branded clicks.

Your Brand is a New Business

New businesses might want to consider a few different options when trying to decide if paying for branded search traffic is a solid strategy. If your website is properly optimized for local searches, it will bring in branded traffic organically allowing you to focus on paid search keywords for the specific products or services your brand offers. Since all competitors will be bidding on these specific keywords, the average cost for each of them will be much higher and you will want every bit of your budget available to outperform the competition.

You Recently Rebranded

If your company recently went through a rebrand, especially one where the brand name changed, you might want to consider buying the related keywords for both the new and old brands. Similar to buying keywords for a new business, buying your brand keyword after changing the name of the brand can help supplement branded traffic while search engines “catch up” with the name changes across the internet. In a previous article we wrote about rebranding, we provided a checklist that helps to keep track of the various places across the internet where you will want to make name changes. It can take a few months for search engines to realize that your old brand is now your new brand and buying both keywords can ensure that there is no lapse in online lead generation.

Like any business decision, it’s good practice to consider the pros and cons before moving forward with a plan. Not every situation is the same and when trying to decide upon buying your brand keyword, the answer is, “It depends.” It is best to dive into the data and make educated decisions based on facts rather than emotion and gut feelings.

Choosing and tracking keyword performance during marketing campaigns is crucial for optimal performance. If you are questioning the strategy and performance of your brand’s search campaign, Brand Ranch Media can help by taking the guesswork out and providing data-driven decision-making. Give us a call at 713-309-6380 to discuss or shoot us a message via our contact form today.

 

 

How to Rebrand for Growth in 2022: Rebranding Checklist

How to Rebrand - Rebranding Checklist

Could your company benefit from a rebrand? Our team at Brand Ranch Media would like to briefly look at why a rebrand may benefit your company, discuss a few differences in rebranding strategy and approach, as well as share a high-level checklist for some things most companies commonly need to address as they go through the rebranding process.

There are many reasons to make a change to your brand and identity. Have your services or products evolved or changed? Do you have a new mission statement and core values? Maybe you are targeting a different demographic or entering a new market and could simply benefit from a refreshed brand to help stand out from the competition. And of course, there is always the “clean slate” approach to help put a troublesome association or negative past behind you.

Rebranding something as important as your company certainly is not as simple as turning the page and swapping out the name and logo. The timing and adjustments required for rebranding success are unique and varied for every company and situation.

Types of Rebranding

There are three basic types of rebranding used to adjust how people identify or perceive a company or product:

  • Brand Refresh – Changing minor details such as small aspects of your logo like color hues and fonts.
  • Partial Rebrand – Creating a new logo and slogan but maintaining the same mission.
  • Full Rebrand – Everything is new. Nothing is carried over from the past brand. It’s like you’re an entirely different company with a new name, new voice, new fonts, new logo, new jingle, new colors, a new slogan, or mission.

Rebranding Process

The rebranding process needs to be planned and thought out. The initial time investment to analyze your current brand’s space and effectiveness in the marketplace can be what makes your rebranding a success or a flop. Take time to analyze what is and isn’t working for your current brand, as well as what is working for your competitors or within other industries attempting to influence your target consumers. This analysis can help point the way for your rebranding efforts and determine which aspects of your brand need to be adjusted to achieve the greatest success.

It takes time to complete many rebranding tasks and finalize the assets that will make your new brand shine. Set up a timeline or planner that allows you and your team to complete all the needed tasks with an official date to launch the new or refreshed brand.

Look at your business cycle and determine if there is a time where the benefits of a re-invigorated brand will give your company the greatest benefit. Nobody wants to be doing deep market and brand analysis during their busiest time of the year, when their organization should be running at full speed and maximum productivity. If your current brand is facing challenges during the busy season, you may need to complete the rebrand before the season ends. An energized and well-targeted rebranding message can deliver more than just positive brand awareness, it can also lead to a spike in sales which will help maximize revenues for that particular timeframe as well as in the future.

Use the rebrand as an opportunity to build some hype. If your current brand has significant positive recognition and recall, tell the world why you’re making the change. We all grow throughout life, so the story of your brand growth and evolution will help personalize it while helping your audience identify and remember you. It’s perfectly fine to go big and show off why you love your new brand, how your company has evolved, and how that growth helps your consumers and target audience! You’ll also want to let your existing customers know about the change so they don’t have issues contacting you for future business needs.

Rebranding Risks

It’s worth mentioning, there are risks to rebranding as well as risks to not rebrand. There are costs to consider: graphics, audio, signs, and marketing campaigns add up, not to mention the investment of time. Time takes its toll on all things and a brand will not keep its “pop” and fresh look forever. Updating to keep up with the times can help your brand stay relevant and top of mind, however if not executed properly, a failed rebrand attempt could lead to getting lost in the market and outpaced by your competition.

If you’re starting your rebrand journey, here’s a high-level checklist to help you along your path. (Please keep in mind that each rebrand is unique and may have additional steps to consider.)

Click to Download Our Rebranding Checklist for FREE

 

If you’re ready to turn the page and refresh your brand, tackle a partial rebrand, or strategize for a full rebrand we are here to guide you along the way. Brand Ranch Media has successfully helped many brands evolve and grow. Call us today at 713-309-6380 a reach out via our contact form and we can help ensure your rebrand is a success.

 

Brand-Ranch-Media-Logo-hp

Toll Free: 713-309-6380





Our Featured Services

  • Research
  • Media Planning and Buying
  • Radio Production, TV Production, & Web Production
  • Digital Marketing
  • Website Design
  • SEM/SEO
  • Promotional and Event Marketing
  • Consulting

Our Recent Posts

  • 7 Reasons Why Brands Should Use Traditional Media
  • Best Houston Advertising Agency
  • New Guide: How to Choose a Marketing Agency in 2023
  • 5 Steps To Set Marketing Goals That Maximize Growth
  • Are 2023 Consumer Privacy Laws Crippling Your Lead Generation?
Brand Ranch Media ©2023    |    Privacy Policy   |   Sitemap