BioBrand.com is a Philadelphia-based online brand management company that shapes, manages, monitors, and protects the online brand and web presence of over 1 million users.
PresentAn online brand management firm since 2013, Brand.com provides a number of brand molding services to individuals, businesses, and government agencies. While its principal service revolves around content creation, the firm now offers a portfolio of services to better serve the needs of its clients. The range of brand management services includes plans for de-indexing, search engine autocompletion, YouTube autocompletion, related searches, crisis management, Wikipedia, and paid distribution.
To help individuals, businesses, and agencies shape their online brands, the company offers packages to control, protect, and build a brand on the Internet. Their current services combine the original foundation of helping clients combat online attacks and cyberbullying with its newer focus of enhancing or building online brands. TopSEO.com ranks Brand.com as the #1 online brand management firm in its industry.
Along with its own internal resources, the company utilizes a publishing network that connects its clients’ messages and stories to major publishers and authors. The Publisher Partnership Program utilizes the vast array of news outlets outside of the Brand.com umbrella to shape client brands. Beyond the aim of client and company benefits, the program also aims to support publishers in regaining profitability. Suffering from increasingly lower ad revenues and slashed margins, publishers can mitigate the need for costly outsourced contributions and generate content from within.
PastBrand.com was founded in January 2011 – then known as Reputation Changer. Its founders, a team of marketing experts and entrepreneurs, were once targets of online attacks and acts of defamation. Much like many other successful brands and individuals at the time, the group found no effective solution for protecting their online reputations. Unwilling to concede, they began developing strategies and resources that enabled them to seize control of their online image. Their potentially harmed reputations were saved by their own efforts – their own story was presented on their own terms. As entrepreneurs, the team realized that their work presented a great opportunity. The same applied strategies could help countless businesses, professionals, and government officials. The idea snowballed and resulted in the birth of Reputation Changer.
In the online reputation management industry, Reputation Changer worked to help individuals and small businesses take control of their online reputations using the same tactics the firm’s founders applied to themselves. The company’s clientele soon expanded to celebrities, politicians, and Fortune 500 companies. In just a few years, Reputation Changer grew at an astronomical rate. Moreover, almost all of the company’s clients were renewing their services. But despite such monumental growth, the firm’s leaders believed that its customers valued something more, something that would also make the business more valuable. That “something more” was credible content that would rank significantly in search engine results. In 2013, company executives tweaked its business model, refocusing on online brand management. Fittingly, the company was re-launched as Brand.com.
Following the company’s change, Brand.com announced its connection to a media-publishing network that it had been developing since 2012: News Headquarters (NHQ). The publishing company began with the conception of several news sites. Brand.com’s vision was to form its own media company to create original content for its large client base.
The benefits of such an internal partner would give the firm’s clients access to additional distribution channels. Moreover, the leadership team wanted to create and foster a culture that would demand higher editorial standards and independence – giving clients high-value content to associate with their brands. NHQ sites developed a number of resources, including syndicating articles from the Associated Press. The media outlet has become an invaluable asset to Brand.com and its clients, and currently consists of 14 different news sites.
Soon after the announcement of its publishing network, the company reinvested $10 million into its brand management platform, the Command Center. The significant financial outlay focused on providing an improved experience and greater value for clients. Through its development, the platform now provides complimentary brand monitoring, scoring, analysis, alerts, self-help tools, and a mechanism for clients to approve content and monitor their brand campaigns.
In addition to the ownership of News Headquarters and its spectrum of sites, Brand.com has worked diligently to develop a network of external news sites and affiliations with some of the world’s largest and most prestigious online publishers, bloggers, and authors. This is known as the Publisher Partnership Program, and it allows publishers to produce content by their own editorial standards and produce commissioned articles for client brands. These efforts have helped the online brand management firm expand its clients’ reach, diversify the sources in which content comes from, and further solidify the credibility of client brands.
With all of the growth and change for the company and the industry in which it operates, Brand.com established an Advisory Board to instill a foundation of innovation and thought leadership, and to continue to pioneer the brand-building landscape. The board consists of various experts and industry leaders from brand management, marketing, and public sectors. Two of the more recent additions to this roundtable have been blogger and author Zac Johnson and former Speaker of the House and Florida politician, Dean Cannon.
Through all of its efforts, Brand.com was named a Red Herring 100 company in 2013, and business sources such as Fox Business have recognized the company as an industry leader.
FutureMuch of what was recently considered part of Brand.com’s future is now largely part of its present. But even some of the agendas put in place in the last year continue to be cultivated within the company. The Publisher Partnership Program, for instance, continues to grow and form more meaningful relationships with impactful media outlets. Still, the online brand management firm continues to combat its perceived association with other companies in its field. The company continually seeks to break away from common norms present in the online brand management industry.
Many of these standards are similar to that of the PR industry, and result in largely unpolished content that isn’t worth the read. In combating its own issues with its former public relations firm, Brand.com realized that its relationship with this agency – and the PR industry as a whole – did not help in its efforts to brand itself the way it wanted to. The conception of many of the company’s most recent enterprises stemmed from this experience.
One of these enterprises is a SaaS model – software as a service – and is the lone project that can still be classified as a “future” endeavor. This addition to the Brand.com platform will enable a client to directly impact their online brand image in a way that the company believes has not been accomplished before. The vision is to allow brands to have their stories told in ways that PR claimed to achieve. As the firm’s leadership realized, the public relations industry has largely failed to do this. It is their hope that they have devised a solution.