A little impersonal with not much engaging interaction, Google partners representative Alex and Jade Wong dove right into the demo of the Google My Business explaining some of the new features within it’s dashboard.

Jade explained many of the new My Business features we have already seen released such as a new dashboard that allows for easy navigation to any of the applications needed to monitor everything from your Google + insights, Reviews and even your sites analytics.

“A key part of a local businesses success is getting online.” – Jade Wong

Some of the other great features of the new Google My Business dashboard noted are the ability to a storefront image or walkthrough video right to your page.

The new dashboard also shows you your level of completeness your profile has reached. This is a plus for business owners that helps them grow their profile to a point to where your profile is maximized.

The new dashboard also shows you a clear list of the items left to complete in order to reach your profiles maximum potential. A list is shown off to the right side of the screen displaying the list of “to-do” items helping you finish incomplete items.

Previously not discussed in any detail was the mobile application version and web versions of Google My Business. The Google team explained more about how the mobile application works and how business owners can leverage it and get more out of their experience.

Below you can see the synergy pointed out between desktop, mobile and mobile web applications in a single dashboard and the ease of use for business owners.

The new mobile apps are designed to provide easy navigation and use from one touchpoint. As shown below it’s easy to navigate directly to your business editor from any mobile device and make changes as needed.

Although the team did not speculate on an actual release date for the iOS version of the application you can see below in the screen shots that the app is in development and should be released soon.

Even though Google’s My Business webinar was brief, lasting only 30 minutes from start to finish including questions including the ever popular “Bulk Upload”, which still wasn’t answered it did provide some useful information.

The new dashboard is available now at google.com/mybusiness. It is available across 236 regions and in 65 languages.

Also, Google is providing support at http://support.google.com/business

We look forward to more control over our business listings with the new dashboard that is Google My Business. Read more about some of the features in our original blog here.

The first thing you have to understand is that reviews should never be about your ranking. Reviews are used to gauge your performance and make improvements where necessary. If you only look at customer reviews as a way to boost your business online you aren’t utilizing them to their fullest potential.

Whether good or bad, a review should be used as an indication as to how well your business is performing and every business owner should be aware of the reviews they are receiving. Responding to reviews is also critical. No matter the context of the review, a response from the business or it’s owner is always beneficial. It’s show’s potential customer’s you are not only in tune with their needs but attentive and willing to take constructive criticism.

So how do you gain more reviews for your business in hopes to better your performance and grow as well as attract new customers?

• Be Available Everywhere Online: What we mean is that not everyone prefers Google or Yelp. By having consistent and robust profiles online in various places (citations) where customers frequent, you stand a far greater chance of gaining the reviews you want. Nothing can be more bothersome to a customer than being asked for a Google review if in fact they are not a Google user. People choose to spend their time in various places, and by positioning yourself where they browse you are more likely to be seen and reviewed. The good news is that with the exception of Yelp (due to pending lawsuit) that Google now shows reviews from various other sources around the web such as MerchantCircle, CitySearch and more.



• Ask about your performance: There’s nothing at all wrong with asking for the review. If, of course it’s done in the right context. Don’t ask your customers to leave you a “Good Review Online”. Instead let your customers know after the sale you would like them to rate your performance or provide you with feedback to help you grow and perform better in the future. Advise them that you exist in various places online (even providing a list for them) and let them know you would like to hear from them. The key is to making your customers aware that your intention isn’t about your online ratings or even your ranking, rather that you simply want to know how well you did, or didn’t do. Your customers will not only be impressed that you care enough to ask for feedback but be more likely to do so.
• Citation & Website Stickers or Banners: You want your customers to know where you exist online so they can review you, so how better to let them know where to find you online than displaying logos for websites your business exists on. You can find various places online that offer stickers from some of your favorite sites such as Google, Yelp and more. Displaying them in a prominent location, such as the front door or lobby of your business helps customers recognize where you exist online and leave reviews on their favorite sites. If your business doesn’t have a physical location or storefront you can also download logos of the sites you exist on and place them on your businesses website. Most sites offer free banners specifically for this that you can place anywhere on your page to guide customers to the site and gain the feedback you are looking for.
• Send an email blast: Most businesses collect email address in any number of ways (if you aren’t you should be) to reach out to their existing customers or prospective buyers interested in their product or service. Email is not only a cost effective way to reach consumers, but is also able to be tracked. Create a compelling email blast, preferably with a catchy graphic and witty headline that compels users to open the email and click through to leaving you some great feedback. Emails can be set up to link directly to any number of your profiles specifically or provide a list of various resources. Consumers check their email multiple times a day and sending an email is a cheap and easy way to get their attention.



• Create printed review materials: Sometimes customers need a little reminder that you’ve asked for a review of your performance. There’s nothing that says you can’t provide that little hint. A great way to do that is by giving them a take away, such as a business card or mailer that simply asks them to “Rate your performance” to help you perform better. Create a business card with a simple headline and listing of logos of the various places they can rate you. Let the customer decide where they would like to leave the review based on their own personal online habits. The review will find it’s way to you. Many businesses have mailing lists as well. Sending out a mailer is also a great way to let customers know you are looking for their input and where they can send it. People spend some much time online they often block out emails, banners and other requests that are not directly solicited or sought. By sending a piece of mail or handing someone a takeaway card of some sort can sometimes be the perfect way to reach them.

Now that we have given you a few ideas of how to generate reviews for you business lets touch briefly on the do-not’s of online reviews:

• Don’t ask for “Good Reviews” – ask for feedback on
  performance.
• Don’t create fake profiles for the purpose of leaving reviews.
• Don’t buy reviews from any resource online.
• Don’t offer to trade products or services for positive reviews.
• Don’t leave any reviews without a response no matter the
  content.

Follow these simple rules for online reviews and your business will see the impact as you learn more about what your customers want, how they perceive you and what adjustments you can make to improve. A business that constantly makes performance improvements lasts where others often fail.

View your reviews as a learning tool and your success is sure to improve exponentially.

The Bucs have worn two helmet designs since they started in 1976. The original helmet featured a winking pirate logo on a white helmet that came to be known as Bucco Bruce. In 1997, the team switched to a red pirate flag on a pewter helmet. What will they come out with now? Warren Sapp has tweeted a hint saying the helmet will have a chrome grill.

NFL teams regularly overhaul their uniforms for different reasons. The change is generally a 24-month process involving market research, computer simulation, and input from experts with their league partner Nike.

Why are the Buccaneers doing another change? Is it because times have been hard? The Buccaneers ended 2013 with their third consecutive losing season and sixth in a row without a trip to post-season, went through three coaches, and a MRSA scare involving three players. Now, with a new coach and several other changes, perhaps it’s time for a brand identity update.

There is a major difference between a complete rebrand versus what is known as a brand refresh. The motive of a rebrand is to recreate your company in the eyes of its target market. A comprehensive redevelopment of your brand identity is a multiple-step process that is reminiscent of an Extreme Makeover. This is a time consuming process that involves a great deal of research and is typically based on the public perception of the existing brand. When a rebrand is the chosen path it is usually because the existing brand simply isn’t working. Does it catch the eye? Does it make an impact? And most of all does it stay with the viewer and have you remember the brand? If the answer to these is no, for whatever the reason it may very well be time for a complete rebrand.

Doing some research is critical to this decision. Having the mindset that “we just don’t like it anymore” can be quite dangerous to the brand itself and it’s impact. Find out WHY the brand no longer works and why people may not be connecting with it. Times change, often time your brand has to as well in order to remain relevant.

This is where we discuss a brand refresh. A brand refresh is not changing the brand entirely, but updating or “modernizing” it to fit the times and perhaps even a new demographic. In October of 2012 Wendy’s released a statement saying that they are “in the midst of a comprehensive transformation to contemporize the brand and dramatically improve the customer experience.”

The goal is simple; “We are improving the total customer experience, with bold restaurant designs, fresh product innovation, more engaging advertising and digital media advancements,” said Emil Brolick, President and Chief Executive Officer.

Another recent brand refresh, Mr. Clean. Proctor & Gamble after 50 years wanted to update the look of the Mr. Clean logo. In a new age where consumers connect with a brand for various reasons, the team at P&R gave their brand, the bald Mr. Clean character an updated new look and even added a back story that shares his “coming of age” and his “born to clean” attitude. Similar to Wendy’s the brand did undergo a complete overhaul, just a little fresh life breathed into it to keep it alive for the next 50 years.

Rebranding is more than just slapping on a new coat of paint. Instead, a rebrand is a complete renovation of an already established brand. It’s a shift in brandy strategy and brand positioning to establish a new identity in the minds of consumers, as well as it’s competitors.

On the reverse, a brand refresh is less invasive. As opposed to completely redeveloping your brand, you simply modernize or even update certain aspects of it while preserving it’s integrity. When you think of a brand refresh think of Pepsi, or even the two examples above. These are company’s that have proven their brand identity and brand strategy to be effective over time. However, times change and they have all proven that they can roll with them and stay current and continue to form a bond or association with their intended customers, or in the Buccaneers case, their fans.

Will the third time be a charm for the Tampa Bay Buccaneers? Will they decide to go with a complete rebrand or simply refresh Bucco Bruce again in hopes of gaining new fans and a city that will stand behind them, fill seats and buy merchandise sporting the new look?

Do you need a new brand identity or simply need to update your existing one? Want to attract more attention and new customers?

Let us develop a powerful new brand identity that leaves a lasting first impression today.

Contact us today to get started!

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Article Sources:

https://twitter.com/intent/user?screen_name=WarrenSapp

http://msn.foxsports.com/florida/story/buccaneers-to-sport-new-look-helmet-in-2014-021814

http://www.aboutwendys.com/News/Wendy%E2%80%99s-Transformation-Producing-Positive-Results/

http://brandstrategery.blogspot.com/2013/07/mr-clean-re-stage.html

Image Rights:

Photo 1: Kim Klement-USA TODAY Sports

Photo 2: Kim Klement-USA TODAY Sports

Photo 3: Kim Klement-USA TODAY Sports