What Challenges Do Brands Face Today? (Digital Marketing Institute)
What Challenges Do Brands Face Today? – Kalicube Knowledge Nuggets
In this video, entrepreneur and CEO of Kalicube, Jason Barnard highlights the challenge of ensuring Google search results align with a brand’s intended narrative. Corporations often dominate searches due to trademarks, while individuals face competition from shared names. He emphasizes the importance of controlling online representation to reflect the hard work invested in building a brand. Watch the video until the end.
What you’ll learn:
00:00 Jason Barnard and Will Francis
00:01 What Challenges Do Personal Brands Face in Search Result Representation?
01:00 What Challenges Do Corporate and Personal Brands Encounter When Managing Their Online Presence on Google?
“This Knowledge Nugget is taken from Digital Marketing Institute with Will Francis.”
https://www.youtube.com/watch?v=OKqMa1I2uWg
This is your guide to educate Google, build trust, and position YOU as the ultimate solution. Download now for FREE. https://solutions.kalicube.com/the-kalicube-process-has-solved-digital-marketing
Transcript from What Challenges Do Brands Face Today? – Kalicube Knowledge Nuggets
Will Francis: Right, okay, that’s interesting. And what do you think the challenge is then today for most brands? I mean, if someone makes a brand search, they are looking for a company. So they’re already quite
far down the funnel. Won’t they just find that anyway, even if it’s mixed up with other stuff?
Jason Barnard: Well, it’s not a question of findability in that, especially with corporations. Generally speaking, you’ll find the company you look for when you search for the name. Because, for example, in the UK, you’re not gonna have two companies called Greggs because there’s a trademark issue. So you’ll generally dominate for a corporation. For a person, that’s very different. And you have the problem.
There are multiple Will Francis’s in the world, some famous ones too. So they won’t necessarily find you.
They would need to add, “Will Francis Marketing”, which I did earlier on and I can find you that way.
But I’ll come back a step.
For a corporation or a person who’s reasonably famous, they will find you. But what do they find when they Google you? Is your brand narrative represented by Google, the brand narrative that you want, that you have worked so hard to build? And especially with corporations, they spend a lot of money building a brand narrative, getting everybody in the corporation to follow that brand narrative and to use the brand voice only to let Google say whatever it wants. For me. That’s true.
