Tag: brand strategy

Protecting Your Brand Online Over Time


I used to work in the games industry years ago and when we would create a game to launch nationally, we would send out copies to magazines and reviewers in order to create good press.  Of course not everything was positive because let’s face it, not everyone is going to love everything you do all the time.  One review was particularly negative and when we had a meeting to discuss how to reply, the project manager decided that we shouldn’t bother because the review came from a little known online magazine.


img_reviewBig mistake.

Years later, a friend asked me about the game and then later went online to find it. The only thing she found? – the bad review from the little known online magazine. Not one of the other reviews, good or bad, could be found. The only review of our game was sneering criticism that had gone without response from our company.

As a small business or a business just starting out, a bad review can be detrimental to your survival and a good review can bring in more business than you ever dreamed. The lesson here folks, is that your brand’s management is up to you and people will take notice of how you go about managing it. So how do you make sure you don’t make the same mistake? And how do you take progressive steps for your brand?


88percentHere are some tips about managing your brand.

  • Don’t ignore bad reviews (no matter who wrote them). Address them in some way (politely and non-confrontational is best because how you handle a bad review can also live on forever).
  • Get permission from article publishers or reviewers to link to their articles from your site.
  • Get permission to host the article on your own site.
  • Make sure the article is kept in a format that is searchable to the search engines. If it is a print article do not scan it in as an image. Make sure it is a searchable PDF or html page at the very least.


Ignoring what people and reviewers say about you is not a good idea because people actually do pay attention to them.  In fact, 88 percent of consumers look at online reviews before deciding to act on something.  With that in mind, remember to keep a close eye on all your reviews!

David Maples is Brand Strategist at Catapult Creative Media Inc, parent company for Arden. He enjoys music and witty banter.

Work with Arden

Arden is a web development company that is dedicated to helping startups succeed. We believe the first few years in business is critical to the success of the company and we provide marketing solutions in the form of online marketing, design services and turnkey solutions.