BrandMag | Issue 2 | Feb 2016

Online marketing magazine for SMEs

ISSUE 02 | FEBRUARY 2016

NICK JOHNSON ADDRESSES THE KEY QUESTION ON EVERY BUSINESS OWNER’S MIND: WHAT DO I CALL MY BUSINESS?

Mobile Compatible vs Mobile Optimised DO YOU KNOW THE DIFFERENCE?

The Ultimate Business Travel Guide to SYDNEY

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ISSUE 2 | FEB 2015

EDITORIAL Stacey Kehoe - Editor stacey@brandlective.com Megan Paynter - Editorial Assistant megan@brandlective.com Zenya Smith - Content Editor zenya@brandlective.com Alex Obertelli - Picture Editor alex@brandlective.com

DESIGN & PRODUCTION Rachel Pottle - Graphic Designer rachel@brandlective.com

CONTRIBUTORS Briony Quinn briony@brandlective.com Vicky Shaw vicky@brandlective.com Natasha Kiziltan

ADVERTISING Megan Paynter - Advert Design megan@brandlective.com If you are interested in advertising in the next edition of BrandMag, please contact us at sales@brandlective.com for more information about our advertising rates.

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FROM THE EDITOR The first Quarter for 2016 is when we expect new businesses to launch, our ambitions are at an all-time high and we feel optimistic about the future. But how do we ensure we achieve success throughout 2016 and don’t fall victims to procrastination? In this edition of BrandMag we cover advice from leading entrepreneurs on how to set and achieve business goals (Page 18).

The editorial team at BrandMag are very excited to be featuring Entrepreneur, Nick Johnson, who has invested in a series of startup businesses across the UK over the last 3 years. He is addressing the question asked by many new business owners: What should I name my business? (Page 15) We’ve also been busy predicting the next big trends.

Mobile was a big trend last year but interestingly it barely impacted desktop usage. This suggests we weren’t spending less time on our desktops, we just spent more of our free time on our mobiles. This got me thinking about how we could highlight the ongoing and upcoming movements in the world of online marketing to ensure our readers really grasp what is happening in 2016 (Page 6). I believe that the constantly evolving nature of SEO will significantly impact digital trends, alongside the progression of content opportunities in mobile advertising.

STACEY KEHOE - EDITOR

Email: info@brandlective.com Phone: 0207-407-2672 Address: 73b Weston Street, London Bridge SE1 3RS

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NICK JOHNSON ADVISES ON HOW TO NAME A STARTUP 7. DIGITAL TRENDS IN 2016 The constantly evolving nature of SEO will significantly impact digital trends this year, in particular mobile advertising.

10. IS INSTAGRAM RIGHT FOR YOUR BUSINESS? After reading our social media guide to Instagram, you will be able to make an make an informed decision as to whether your business should be Insta-active.

14. DO YOU OWN THAT IMAGE? Many businesses are unaware of the dangers of copyright infringement and sourcing images online, don’t let it be you!

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CONT

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8. KEEP YOUR STAFF MOTIVATED WITH WOO KIM’S TOP TIPS

20. MOBILE OPTIMISED VS MOBILE COMPATIBLE Whilst many business owners are aware that their websites need to be accessible through mobile phones, many are unsure on the difference between mobile optimised and mobile compatible websites.

Running a small business can have its challenges, but Woo Kim believes that for your employees it can also throw up many opportunities for development that would not be otherwise available in large businesses.

18. MATT WASSALL SPEAKS ON THE SCIENCE OF GOAL SETTING

22. MANAGING A BRAND’S ONLINE REVIEWS

To help you achieve more in both life and business, entrepreneur and CEO Matt Wassall has delved into the world of effective goal setting and shared his thoughts.

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Negative online reviews can have a long-lasting impact on your company’s reputation, and if left to spiral out of control, they could be fatal. Read our guide to find out how you can manage your online reputation effectively.

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THE BUSINESS TRAVELLER’S GUIDE TO SYDNEY

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TOP 6

2016

THE CONSTANTLY EVOLVING NATURE OF SEO WILL SIGNIFICANTLY IMPACT DIGITAL TRENDS FOR 2016, ALONGSIDE THE PROGRESSION OF CONTENT OPPORTUNITIES IN MOBILE ADVERTISING. Words by Alex Obertelli

2) SOCIAL MEDIA’S INFLUENCE ON SEO

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reparation for the upcoming year will give certain businesses the opportunity to cement their online reputations, while provoking others lagging behind to catch up with the widespread digital demands of 2016. Here are 6 digital marketing trends that I think will dominate in 2016:

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Video ads on platforms such as YouTube have been around for years, but 2016 is set to be the first year Google introduces in-SERP

video advertising.

According to Forbes, this is a sign that users are becoming ‘more accepting of video ads online’, and I expect this trend to continue and progress considering Google’s ownership of YouTube (Forbes, 2015).

TRENDS IN DEVICES USED TO SEARCH THE INTERNET 6

© TWIN DESIGN / SHUTTERSTOCK

1) VIDEO ADVERTISEMENTS

In today’s digital environment the majority of brandrelated conversations are situated on social media networks, and social media’s

growing influence on SEO ranking will come to the forefront in 2016. I believe that the increase in social reach of content, through sharing on Facebook and retweeting on Twitter will not only generate brand visibility benefits on the networks, but also improve SEO ranking.

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3) WIDESPREAD MOBILE OPTIMISATION

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© GEORGEJMCLITTLE / SHUTTERSTOCK

Globally extensive smartphone use has naturally caused an increase in traffic from mobile devices – so much so that I can’t see how mobile-optimisation wouldn’t surpass desktop this year.

Consumers are now connected to their mobile devices as if it were an extra limb, and it’s becoming an absolute must for all company websites to be user-friendly and easily accessible from mobile devices, and already ensure that all web development services they provide are mobilecompatible as standard.

4) CONTENT MARKETING’S INFLUENCE ON SEO

5) ADVERTISING THROUGH INSTAGRAM

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6) WEARABLE TECH AND LIFESTYLE MARKETING

© GIUSEPPE COSTANTINO / SHUTTERSTOCK

Instagram recently overtook Twitter in terms of global users, surpassing the 400 million mark.

I would suggest that the social media channel has gained widespread popularity by appealing to the demographic of young adults, and

also through its ability to stimulate visual interactions between users and brands.

Today’s society ‘thrives on visual stimulation’, and it was only a matter of time until brands took advantage of Instagram’s functionality – allowing them to interact with the user at many different moments of their daily lives (Conversion Advantage, 2015).

I believe that it is highly likely that the demand for quality content over keyword optimisation will escalate in 2016. This year saw updates to Google’s algorithm that resulted in an increased importance of visitor time spent on webpages – with a need to keep the

reader interested.

SEO has evolved beyond keyword density and inbound links, and now the importance lies in producing web content that reads well, and is relevant to the searched term entered by users in Google.

Developing quality content should be seen as a priority for any company – regardless of industry, with 86% of B2B organizations claiming to have a strategic content marketing strategy (Impress, 2015).

The kindred advancement of technology and digital marketing has had a major impact on the awareness and interest in healthy living, and

the subsequent marketing possibilities. Apple have created the iWatch, have partnered with Nike create an app called HealthKit, and I’m expecting an influx of new products and marketing opportunities in the tech market in the coming year (Forbes, 2015). Stay tuned.

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5 WAYS TO HELP MOTIVATE YOUR TEAM RUNNING A SMALL BUSINESS CAN HAVE ITS CHALLENGES, BUT WOO KIM BELIEVES THAT FOR YOUR EMPLOYEES IT CAN ALSO THROW UP MANY OPPORTUNITIES FOR DEVELOPMENT THAT WOULD NOT BE OTHERWISE AVAILABLE IN LARGE BUSINESSES. FOR SMALL BUSINESSES TO SUCCEED, IT’S IMPERATIVE THAT YOU KNOW HOW TO MOTIVATE YOUR TEAM. Words by Megan Paynter

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mall businesses are the perfect place for young, aspiring business professionals to hone in on their most successful attributes and develop practical business skills. Generally speaking, in larger businesses individuals are typically hired to do one repetitive role day in, day out. However, in a small business individuals are likely to be given a greater, more exciting variety of tasks to complete. This is because there is only a limited amount of people available to complete said tasks - allowing the employees to develop a more varied skillset.

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his positive development can quickly lead to increased chances of recognition and the chance to advance through the business as it grows. In a large corporation it can be extremely difficult to achieve recognition, and stand out among the thousands of other employees who probably have never even met their CEO. In an SME it is often possible to get to know the CEO on both a professional and personal level, and your achievements are more likely to be recognised. However, this positive cycle of recognition and business growth is only possible if business owners know how to motivate their staff. Motivation is critical in a small business, especially when the business owner is attempting to increase results and drive growth.

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dopting these 5 motivational tips will help make sure all your staff are on board with the company’s direction, and will encourage them to work harder for themselves and for the business as a collective.

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© WOO KIM

WOO KIM CEO AT RED CROWN INC. Korean-American Woo Kim graduated from New York City’s Baruch College with a BBA in Marketing, Advertising and Communications in 2012. During his three years at the College, Kim also participated in a leadership program and worked as an Orientation Leader and a Freshman Seminar Instructor. It was in these positions that Kim was able to develop pivotal leadership and mentoring skills, and he soon put these talents to good use when he transferred into the sales and marketing industry in 2014.

Woo Kim continued nurturing his leadership skills in New York for a leading direct marketing company, before launching his own business Red Crown Inc. in Baltimore in March 2015. Since founding the business, Woo Kim has grown to understand the importance motivation plays in running a successful sales and marketing firm.

To help drive productivity, motivation and team morale, the entrepreneur regularly hosts motivational workshops and informative seminars. Not only are these great learning opportunities for the firm’s employees, but maintaining high levels of motivation helps to instill a sense of community within the company, and in turn helps to encourage individuals to constantly keep striving to achieve their goals.

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RUNNING A SMALL BUSINESS CANTO HAVE ITS CHALLENGES, BUT I BELIEVE THAT FOR YOUR WOO KIM’S TOP 5 TIPS KEEP YOUR SMALL BUSINESS TEAM EMPLOYEES IT CAN ALSO THROW UP MANY OPPORTUNITIES FOR DEVELOPMENT AND MOTIVATED, EVEN WHEN THE BUDGET IS TIGHT! RECOGNITION THAT WOULD NOT BE OTHERWISE AVAILABLE IN LARGE BUSINESSES OR RECOGNISED BRANDS. FOR YOUR SMALL BUSINESS TO SUCCEED, IT’S IMPERATIVE THAT 4) YOUR BE GENEROUS WITH 1) COACH NOT PLAY YOU KNOW HOW TO MOTIVATE TEAM. In my experience people HATE being told what to do. So instead of coming across as a pushy dictator and telling your team how you would like them to do something, turn this into ‘What options have we got to get this done?’ This will help each individual understand the task and come up with their own solutions that might actually be better than yours!

2) GIVE RECOGNITION AND SMALL REWARDS This could be as simple as public recognition at a team meeting or go as far as to offer bonus incentives. Avoid formalising it and never announce the new recognition policy – let it be a positive surprise! Above all, show that you appreciate their good work.

3) ANY EXCUSE FOR A PARTY

PRAISE

It sounds easy because it is, and it resonates further than you might think. Independence is a valuable trait in small business employees, however they need to know that you are there for them. Make it a habit to look for good things that people have done and praise them for their achievements.

5) SHARE THE UPS AND DOWNS You’re in this together, not just when things are going well but when they fall off track too! Celebrate the good times together but also when it’s not so good, say so and look for resolutions together. For people to want the business to achieve great things they need to know that you are being open with them. Be honest and transparent.

© IGUSTAVO FRAZAO / SHUTTERSTOCK

Doing things as a group can go an extremely long way.

Celebrating as a team can reinforce a sense of purpose and build strong loyalties which mean no one wants to let the team down and everyone works harder for it! Hey, it might even be fun!

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Instagram 40 MILLION PHOTOS ARE POSTED ON INSTAGRAM EVERY DAY !

PRO Much like Twitter, Instagram is simple to use and uses hashtags to drum up attention and build followers to an account.

CON Unlike Twitter, you cannot stumble upon an Instagram account. Users must actively search for your username or hashtags you have used in order to find you.

PRO You can link your Instagram account to Facebook and Twitter meaning that your existing fan-base and contacts can find you easily.

CON Instagram photos cannot be used for SEO purposes, your account can rank in a Google search but each individual image is not indexed.

PRO Instagram is used for visual content only, which is proven to be the most popular form of content among consumers.

CON Consumers are put off by businesses who spam images of their products, so content must be balanced equally.

PRO With over 75 million daily users it can be a great tool to connect with potential consumers, if used correctly.

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INSTAGRAM IS A POPULAR SOCIAL NETWORKING SITE WITH OVER 400 MILLION MONTHLY ACTIVE USERS. USED FOR SHARING VISUAL CONTENT, INSTAGRAM WAS FOUNDED BY KEVIN SYSTROM AND MIKE KRIEGER AND LAUNCHED IN 2010. THE NETWORK WAS BOUGHT OUT BY FACEBOOK 2 YEARS LATER FOR A HEFTY SUM OF $1 BILLION. VERY MUCH AT THE FOREFRONT OF THE MARKETING INDUSTRY, TODAY’S MARKETING CONTENT IS CONSUMED AT A STARTLING RATE.

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PROS & CON OF USING INSTAGRAM

Words by Megan Paynter

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ith 40 million photos posted daily on Instagram it is easy to see how it is one of the most popular social networking sites of the decade. However, is it really useful for your brand? We’re here to sift through the positives and negatives of using Instagram for a business so that you can make an informed decision as to whether you should be Instaactive.

What’s Popular on Instagram?

Of the top 14 brands followed on Instagram, 9 belong to the retail industry.

Despite beliefs that Instagram is only used to publish pictures of food, only 1 of the top 14 qualifies as a coffee shop/restaurant. However, the top 5 industries proven to be doing the most epic things with their Instagram accounts are: Fast Food, Retail, Construction, Science and Cosmetics.

Additionally, the most liked pictures on Instagram include celebrities, animals and travel pictures. With the most used hashtag on Instagram being #selfie, with 34,924,648 (and counting) posts containing the hashtag.

BRANDMAG

Who uses Instagram?

Business?

Interestingly, 68% of Instagram users are female and 90% of users are aged 35 or under. 40% of Instagram’s global users live in the US, with Japan and Brazil making up the top 3 countries with the most active users. Instagram is also the most popular social networking site amongst teens. 67% of the world’s biggest brands use Instagram and it is estimated that 88.9% of companies are using Instagram for marketing purposes.

Why should you use Instagram?

Instagram will give your business another platform to connect and establish a relationship with consumers. If you are a business that relies heavily on the visual representation of products or your services this is a great way to show off to consumers. You need to have a strong quality of image available but you can always use popular Instagram filters to make images look more appealing. You can also develop a strong brand identity through Instagram so that users recognise your image on their feed – to do this you must post regularly and of consistent quality.

TOP TIPS

TOP TIPS TO BE AWARE OF WHEN USING INSTAGRAM: Tip 1: Adding a Location to

Tip 4: There is no

an Instagram post results in 79% higher engagement.

conclusive best day of the week to post on Instagram, but people tend to post most on Thursday. (Typically using the hashtags #TBT or #ThrowBackThursday)

Tip 2: The average photo receives an average of 37 interactions while videos fall just behind with an average of 24 interactions.

Tip 3: Brands that post frequently during business hours gain an average of 16.31 interactions.

However, during weekends photos only get about 15 interactions.

Tip 5: .The most popular hashtags that generate new followers include #Love #Cute #Follow #FollowMe #PhotoOfTheDay and #TagForLikes (Visit hashtagify.me to find the top hashtags for each industry).

BEGINNER’S GUIDE

HOW TO SET UP AN INSTAGRAM ACCOUNT: Step 1: Go to the Instagram app on your phone or log on to the Instagram website on a desktop and click ‘sign up’.

Step 2: Choose a username, this should be your company name or a variation of your company name – many people choose to make this the same as their Twitter handle if available.

Step 3: Add a profile photo (this should be the brand logo if being used for business), a short bio and a

link to your website on your profile.

Step 4: Sync your account to Facebook so that your regular followers are alerted that you have set up an account.

Step 5: Post your first photo using popular hashtags that are related to your industry and to the photo you have posted – add a filter if necessary and watch the likes roll in.

TOP 5 INSTAGRAM FILTERS Earlybird: Best for when your summer glow isn’t quite there yet, and your selfies need a boost.

Mayfair: Best for anything. When in doubt, Mayfair.

Amaro: Best for blue-eyed selfies, or any dark photo that needs to be lightened up.

Rise: Best for making skin look soft and smooth, or for adding that refreshing “morning” look to your coffee art.

Valencia: Best for photos with dull, fine colours, like light pinks and other pastels.

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The Business Traveller:

A Guide To

SYDNEY

© TARAS VYSHNYA / SHUTTERSTOCK

IMPRESSIVELY COSMOPOLITAN AND ALMOST EMBARRASSINGLY HANDSOME - THE BUSTLING CITY OF SYDNEY WELCOMES THOUSANDS OF BUSINESS TRAVELLERS EACH YEAR FROM ACROSS THE GLOBE.

Words by Stacey Kehoe

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ong-term immigration has led to the city’s reputation as one of the most culturally and ethnically diverse cities in Australia and the world. Sydney could win over any visitor on looks and weather alone through its breezy yet sun soaked microclimate. ydney is Australia’s biggest city, and is perhaps best known for the striking Opera House and Harbour Bridge, but it’s also brimming with other culture, nature, history, art, fashion, cuisine, and design. Sydney is sat next to miles of ocean coastline and sandy surf beaches, embodied in the world-famous Bondi Beach. Here is my brief guide on Sydney for a first time business traveller. © PESHKOVA / SHUTTERSTOCK

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© CHUN JU WU / SHUTTERSTOCK

Make time for the beach! It would be a travesty to leave Sydney without visiting Bondi, or one of the other world famous white sandy beaches. Go surfing, swimming, paddling, walking, or simply laze in the sun – but watch out for sharks!

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TOP 3 TIPS!

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Finding WiFi! Get cultured!

Pellentesque vestibuThere are orbi nowid pharetra leo.Visit The Rocks – lum arcu est, non gravida massa gravida numerous Wi-Fi arguably the mostvel.

Vivamus dolor lobortis,historic placerat erat hotspots allatover parteget, of vulputate massa.

Proin suscipit tellus facilisis Sydney, in cafes, Sydney, full ofligula narrow mattis, a scelerisque tellus ornare.fine Duiscolonial in velit vel restaurants, food lanes, sapien vulputate. Phasellus tristique. courts andmattis hotels. buildings, sandstone The most notable of churches, and which are available some of Australia’s at Sydney City oldest pubs. At the Libraries, Starbucks, weekend you’ll find Sydney Airport and bustling markets and Circular Quay. street entertainment aplenty.

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WHERE TO STAY IN SYDNEY?

Sydney Airport is located just 13 minutes by train from the city centre, and there are train stations located at both the International and Domestic terminals.

Once settled, Sydney has a multitude of public transport options, that will get you anywhere with ease. If you’re struggling, download the TripGo: City Transit app, or flag down a fairly priced taxi if you’re running late to an important meeting!

Although you can still buy individual tickets for most public transport services, a smartcard system called Opal also operates, much like London’s Oyster card. Opal cards can be obtained (for free) and loaded with credit at numerous newsagents and convenience stores across Sydney.

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GETTING AROUND

Sofitel Sydney Wentworth 61-101 Phillip Street, Sydney, NSW, 2000 The Sofitel Sydney Wentworth is the ideal venue to stay in if you’re on a business trip in Sydney. Offering 436 elegantly appointed guest rooms, design does not compromise comfort.

The Sofitel offers a hotel-within-ahotel concept with their exclusive ‘Club Sofitel’ rooms which are designed to

provide business guests with a private oasis to meet and work. The superior accommodation offers an executive writing desk, lounge chair with ottoman, and complimentary late check-out to help improve the stay and work environment for travelling business-people.

To add to the perfect work environment, Club Sofitel offers private meeting areas, wireless broadband, computer cables and mobile phone chargers so that you never miss a thing.

We recommend this hotel to anyone travelling to Sydney for the Sales Awards being held in the city on February 27th!

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© MATEUSZ GZIK T / SHUTTERSTOCK

WHERE TO EAT?

Rockpool Bar & Grill

Pony Lounge & Dining

Rockpool Bar & Grill

Situated within the historic and bustling dining precinct of The Rocks, less than a 5-minute walk from the harbour and opera house, Pony Lounge & Dining is ideal for corporate socialising. Pony offers fire grilled meats and seafood from Australia’s very best producers – a perfect match to their meticulously cherry-picked wine list. Pony Lounge & Dining is widely regarded as the pioneers of the wood fire grill in in the city.

Situated in a sensational 1936 art deco skyscraper - and only a 10-minute walk from the harbour and opera house, the Rockpool Bar & Grill is ideal for corporate socialising. It offers five private dining rooms cater for between 8 and 30 guests, serving a selection of world’s best produce and an award winning wine list.

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COPYRIGHT INFRINGEMENT:

DO YOU OWN THAT IMAGE? A PICTURE IS WORTH A THOUSAND WORDS, BUT IS IT WORTH THE HASSLE OF A COPYRIGHT INFRINGEMENT CASE? SURPRISINGLY MANY BUSINESSES ARE UNAWARE OF THE DANGERS OF SOURCING IMAGES ONLINE, AND FEW UNDERSTAND THE RULES SURROUNDING CONSENT. Words by Zenya Smith

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ere, I offer a helpful introduction to help you understand what imagery you should and shouldn’t be using for your business.

What is copyright infringement?

Copyright protects original works of authorship. This protection is instantly created when the work is produced, and ensures that the creator of the work owns the rights to its use and receives a fair payment from those wishing to use it. Infringement occurs when a piece of work, let’s say an image, is sourced and used without the permission of the creator.

How Will Artists/ Photographers Know if I use their Work?

Many image creators choose to use companies such as Getty Images or Shutterstock to distribute their work and ensure they receive the correct attribution and payment. These companies use spy software to search the internet for instances where the images they distribute have been used.

If the software detects that an image is being used without permission it will approach the person responsible for this infringement for payment of royalties

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and damages. As a business owner, if you fail to seek out the correct permissions for the images you use on your website, you will be responsible for paying these charges.

What Are the Risks of Using Images Without Permission?

The laws surrounding copyright infringement vary from country to country. In the UK the Courts can help the owner to pursue damages dependant on how widely the image was used without permission. Many image library websites will also seek damages themselves, which can cost the

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perpetrator hundreds of GBP / USD.

What Can I Do? Always source images from a wellknown and trusted image library and ensure you are paying for the correct usage. Certain image licenses only cover editorial use, not promotional. If your business uses a website designer to source images, always ask them to provide evidence that images have been paid for because if it appears on your website, you are liable for its usage.

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A GREAT COMPANY NAME WILL ESTABLISH YOUR MARKETPLACE PRESENCE, PROMOTE WHAT YOU DO AND CREATE A MEMORABLE IMPRESSION.

© THINK HEADSHOT

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NICK JOHNSON ENTREPRENEUR AND BUSINESS OWNER OF CITIPEAK EVENTS LTD 15

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How to name a

Startup Company © THINK HEADSHOT

NAMING A NEW BUSINESS CAN BE AN OVERWHELMING AND EXHAUSTING EXPERIENCE. THERE IS A FINE LINE BETWEEN GENIUS AND INSANITY AND IT’S EASY TO BECOME TRAPPED IN GIBBERISH WHEN SEEKING OUT A STAND OUT COMPANY NAME. TO ADD SOME MUCH NEEDED CLARITY TO THE PROCESS, BUSINESS MENTOR AND OWNER OF CITIPEAK EVENTS NICK JOHNSON HAS OFFERED HIS EXPERT ADVICE TO HELP YOU CHOOSE THE PERFECT NAME FOR YOUR VENTURE. Words by Zenya Smith

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bad company name can doom a project before it’s even got off the ground, which is something entrepreneur and business owner Nick Johnson is all too aware of. As a mentor to young business owners, Johnson has helped launch a number of startup projects over the years and is always surprised by how many people treat a company name as an afterthought. “The majority of bad company names are the result of poor planning,” states Johnson. “A great name will establish your marketplace presence, promote what you do, and create a memorable impression. Therefore it requires just as much time and effort as developing the overall business plan.”

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BAD COMPANY NAMES ARE THE RESULT OF POOR PLANNING.

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“One reason why naming a new business is tough is because a business name serves so many functions,” warns Nick Johnson. “A lot of entrepreneurs try to overcome this challenge by being too clever; coming up with quirky spellings or jumbling words together etc. Whilst this has worked for brands such as Starbucks and Groupon, there is no guarantee it will work for you.”

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NICK JOHNSON ENTREPRENEUR

© THINK HEADSHOT

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Originally from Liverpool, Nick Johnson graduated from Loughborough University after completing an undergraduate degree in Geography.

Following this, Nick Johnson rying to be too clever is indeed went on to complete a Masters in Marketing and Management. dangerous territory. Creating a portmanteau (blending two words Putting his degree to good use, Nick Johnson started investing time in the together) for example, may seem like a sales and marketing industry in 2009 and this led to the founding of his great idea as it allows you to utilise the business ‘Citipeak Events Ltd’ in 2010. meaning of two key words. However, when two unconnected words are forced Nick Johnson has spent the last 3 years heavily investing his time in together these meanings can get lost in personally supporting and inspiring entrepreneurs as an active mentor and translation and result in a name which business investor. As it stands, the business owner has helped 9 individuals is just plain confusing. Instead, Johnson decide on their company names. suggests taking things back to basics and consider the origins of your business The entrepreneur is a keen public speaker and has spent time speaking at venture. “Keep it simple; think about what prestigious events across the country as a means of sharing his passion and it is you want your business to do, and knowledge of the industry with young, aspiring business owners. what is going to set you apart from your competitors. Write a list of keywords and disregard any that are not directly related to your business. You’ll be surprised how easy the process gets once you’ve rid yourself of all the mental clutter.”

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KEEP IT SIMPLE; THINK ABOUT WHAT IT IS YOU WANT YOUR BUSINESS TO DO, AND WHAT IS GOING TO SET YOU APART FROM YOUR COMPETITORS.

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TOP TIPS FOR CHOOSING THE PERFECT BUSINESS NAME

TIP 1: Brainstorm Compile a list of 4 or 5 key words that relate to or describe your business as a starting point.

TIP 2: Be Sensible

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nd the most important step? Check your name’s availability! Conduct a free trademark search at IPO.gov or on the U.S. Patent and Trademark Office website and search through domain names to ensure your name is unique to you. “Choosing a name too similar to a competitor’s, or that has been used before by a business in the past means you inherit their reputation, good and bad,’ sums up Johnson. “Make sure you stand out for good reason.”

Want to expand in the future? Then it’s best to stay away from location based names. Be sure to avoid any spellings which could be at risk of being typed out incorrectly and always remember, the more obscure a name, the more you will need to invest in marketing!

TIP 3: Be Inventive Although grouping random, meaningless words together is a big no no, there is no harm in translating your keywords into other languages or looking at their alternative meanings in order to spark up your creativity.

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The Science of Successful Goal Setting IN BUSINESS WE ARE CONSTANTLY BEING TOLD THAT SETTING GOALS WILL LEAD TO SUCCESS, BUT IS THIS SENTIMENT ENTIRELY ACCURATE? TO HELP YOU ACHIEVE MORE IN BOTH LIFE AND BUSINESS, ENTREPRENEUR AND CEO MATT WASSALL HAS DELVED INTO THE WORLD OF EFFECTIVE GOAL SETTING AND SHARED HIS THOUGHTS. Words by Zenya Smith

© THINK HEADSHOT

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I AM ECSTATIC WITH THE WAY WE PERFORMED IN 2015, WE HAVE ACCOMPLISHED SO MANY GOALS AND SUCCEEDED IN TAKING OUR DIRECT MARKETING SOLUTIONS NATIONWIDE.

MATT WASSALL OF MJ EXPERIA MARKETING

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015 was a huge year for Matt Wassall and his sales and marketing firm MJ Experia Marketing. Since starting the firm back in 2013 in Birmingham, Wassall has successfully established offices in Birmingham, Liverpool, Reading, and most recently Nottingham. With further expansion currently underway, CEO Matt Wassall has shared where he would like

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to take the firm next. “I am ecstatic with the way we performed in 2015, we have accomplished so many goals and succeeded in taking our direct marketing solutions nationwide. In 2016 I would like to capitalise on this, with the ultimate goal being to break into the international market.”

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SET SMART GOALS! FOLLOW THESE 5 STEPS TO TAKE THE STRESS OUT

YOU NEED TO HAVE A VISION; NOT ONLY OF WHERE YOU WANT TO GO, BUT OF THE STEPS YOU NEED TO TAKE ALONG THE WAY.

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o how did Wassall achieve these major milestones in such a short period of time after first establishing his business?

“You need to have a vision; not only of where you want to go, but of the steps you need to take along the way. Too many people invest solely on the end result and forget that positive change doesn’t just happen overnight. You get what you put in and the only way to achieve this is to take small, positive steps everyday,” states Matt Wassall.

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oorly set goals are unlikely to be accomplished as they fail to offer clear direction. It’s not enough to say ‘I want something’, you need to know why you want it and how it is going to better your life and the lives of those around you. Only when you can answer these questions will you have enough drive and motivation to turn your goal from an idea into something physical and tangible. © STEVE BURDEN

OF GOAL SETTING.

SPECIFIC Specific goals provide direction which is key when forming new habits; don’t give your brain any excuse to become distracted.

MEASURABLE Establish concrete criteria for measuring your progress and review your accomplishments regularly. Even the smallest accomplishment can help to spur you on.

ATTAINABLE If you want something badly enough you will do everything in your power to reach it. You will soon find that you develop the attitudes, abilities and skills needed to achieve a positive end result.

REALISTIC A goal is only achievable if you are willing and able to put the work in. So it’s important to be realistic about what you will be able to achieve in a given time frame.

TIME Putting a time frame on your goals is vital as it adds a sense of urgency to your endeavours, ensuring you commit and don’t fall victim to procrastination.

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BRANDMAG

MOBILE OPTIMISED

WHILST MANY BUSINESS OWNERS ARE AWARE THAT THEIR WEBSITES NEED TO BE ACCESSIBLE THROUGH MOBILES, MANY ARE UNSURE ON THE DIFFERENCE BETWEEN MOBILE OPTIMISED AND MOBILE COMPATIBLE WEBSITES.

Words by Alex Obertelli

I

am frequently asked if new websites should be mobile optimised upon creation - or if that’s an investment for later down the line when the company is more established. My advice is to do it now.

An estimated 60% of website visitors come via mobile devices, so it is essential to achieve this right from the beginning. However, a common misunderstanding is the difference between Mobile Optimised vs. Mobile Compatible. I’ve attempted to highlight the differences once and for all:

60 % OF WEBSITE VISITORS COME VIA MOBILE DEVICES, SO IT IS ESSENTIAL TO ACHIEVE THIS RIGHT FROM THE START”

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© STOKKETE / SHUTTERSTOCK

“AN ESTIMATED

MOBILE COMPATIBLE A mobile compatible website is a HTML based website that does not contain Flash. It means that a website is viewable on a Smartphone or Tablet, but it is not optimised for these devices. These websites have been designed for web browsers on PCs with much larger screens and navigation using a mouse.

These sites may load slower on a Smartphone or Tablet and you may find you have to scroll left or right, or zoom out to see everything on the page. Links are small and difficult to click and this can be a real pain for users.

BRANDMAG

MOBILE COMPATIBLE MOBILE OPTIMISED © STOKKETE / SHUTTERSTOCK

A mobile optimised website is a website that is designed specifically for a Smartphone or Tablet.

A mobile optimised site will not require the user to pinch and zoom to read text, navigation is built for efficiency and the images and media are optimised for quick loading. Additionally, mobile-only functions will include handy tap-to-call, tap-to-email and map functionality.

Research proves that these sites are much easier to navigate and use and companies with mobile optimised websites are much more likely to see less bounce rates, higher engagement levels and improved conversations. Other benefits of a mobile optimised site include the fact that they are viewable in landscape and portrait mode, have big ‘fingerfriendly’ buttons and navigation, are optimised for mobile data speeds, the text is large and readable, and it will display an overall more appealing look.

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BRANDMAG

MANAGING ONLINEREVIEWS NEGATIVE REVIEWS ONLINE ABOUT YOUR BRAND ARE NOT JUST UPSETTING. THEY CAN HAVE A LONG-LASTING IMPACT ON YOUR REPUTATION, WHICH, IF LEFT TO SPIRAL OUT OF CONTROL, COULD BE FATAL. MANAGING YOUR ONLINE REPUTATION HAS NEVER BEEN SO IMPORTANT, SO HERE IS SOME ADVICE FOR BUILDING A POSITIVE BRAND ONLINE. Words by Rachel Pottle

M

onitoring your company’s online reputation should be a high priority for any business owner. The perception your audience has of your brand can impact how successful you are.

Why do online reviews about my business matter?

Customer reviews are incredibly influential; they shape the way other consumers view your brand. The rise in social media has given consumers an easy platform to share their reviews, experiences and most importantly judgements about your

company online. These judgements then pose a strong influence on whether or not consumers decide to buy into your product/company or not.

So it’s inevitable that consumers will be actively reviewing your brand online. And by human nature, fellow consumers will be seeking out these reviews as a means to confirm your credibility and authenticity as a business. With the market saturated with competing brands, these reviews give consumers a reason for choosing your product, over your competitors.

75%

90% of people trust recommendations from people they DON’T know.

78% of people research a product or brand online before making a purchases

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of online users will click on a negative search result rather than a positive one if the prior ranks higher

THEY REAL

80% of customers reverse their purchase after reading a negative review online.

BRANDMAG

Why is bad always stronger than good?

According to Roy F. Baumeister, a professor of social psychology, it is human nature for us to remember negative experiences in more detail over positive ones. He states, “Bad emotions and bad feedback have more impact than good ones. Bad impressions and bad stereotypes are quicker to form and are more resistant to disconfirmation than good ones.” (NYTimes) Although it is unfortunate that people are more inclined to share their negative experiences, rather than their positive ones, negative reviews simply don’t happen by accident. Poor customer service for example will make any consumer want to rant about their ‘horror story’ to the world. So it is fundamental that you take preventable steps to avoid and combat negative reviews, as well as focus on cultivating positive ones.

How easy is it to remove negative reviews?

Removing negative reviews is incredibly difficult, and extremely time consuming. It can take months and sometimes years of negotiating with webmasters and search engines to agree that the content violates your company’s rights, such as copyright, trademark infringement, defamation and personal privacy.

Although not impossible, the lengthy process confirms that taking preventable steps to avoid negative reviews being published in the first place is definitely the way forward to building a good online reputation.

How can I cultivate good reviews?

Building a positive online brand takes time and patience, but here are some tips you should start implementing right away:

1) Promote your positive content If a consumer can’t find the negative reviews, then they can’t influence their decisions. Be sure to include links to press releases in all email correspondence, as well as links to your social media pages and website so they don’t feel the need to Google your company name.

2) Keep creating positive content The more positive content you have about your company, the more it will help to flood out the negative reviews. So regularly produce and publish content such as blogs, press releases and video content etc, then make sure you promote this content on all of your social media channels.

Encourage people to engage with your content by asking them questions and get them to share it, retweet it, like it and follow it. The more engagement your content gets helps to build authenticity and increase its chances of ranking high in Google.

3) Request positive reviews from colleagues Glassdoor is becoming a strong contender in consumer influence, so it’s time to embrace this platform. Ask your colleagues to leave positive feedback about what it is like working for your company, as this will also have a huge impact on your recruitment, as well as how consumers feel about your company.

HOW MUCH OF AN IMPACT DO ONLINE REVIEWS ACTUALLY MAKE?

88%

EALLY

68% 73% of consumers say positive reviews make them trust a business more

of consumers trust reviews more when they see both good and bad scores

of the online population will take the time to read reviews

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et. Ut accumsan lectus quis IMPRESSIVE

58%

of consumers said they have recently began leaving more and more online reviews based upon customer service

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IN THE DARK ABOUT WEB DEVELOPMENT? Brandlective Communications is an online marketing agency with over 5 years experience in developing personalised, mobile-optimised websites.

0207-407-2672

info@brandlective.com