Are you trying to launch a business here in Shanghai? Have you thought about how to brand your business in China? City Weekend caught up with AdSmith Director, Mike Golden, to chat about the future of brand management here in Shanghai. The branding king shares his best tips about how to gain brand awareness on the cheap.

How is new technology affecting the way companies manage their brands?
Companies are realizing that they have a lot less control of brand messaging now. With social media, blogs and forums, brands are no longer represented by stagnant print ads where the company controls the entire look and feel of the message. Today’s online media is much more interactive and transparent. Video is another area that companies are dipping their toes into. Technology to track all of this is also important, especially for agencies and marketing divisions. There are a lot more voices and a lot less control.

Any tips for beginners on how to start looking at their online presence?
First, companies should spend time and budget to ensure they have a great looking and intuitive website tuned into their target customers and optimized for search. If you want to start a Facebook or Kaixin page, or a blog, make sure to put someone in charge of updating it frequently. There’s nothing worse than landing on someone’s blog that hasn’t been updated for a year.

What about companies that can’t afford to pay for online advertisements? How can they increase their visibility online?
Companies can directly contact bloggers, forum owners or SNS “influencers” (popular personalities on Kaixin or Renren- Chinese social media sites) and invite them to their next event, or send them product or brand information. The heavy influencers in China are already on the hit list of major brands and agencies, but you can start with some very specific, targeted blogs and try to build “brand fans.”

What does the future of brand management look like?
Dig deep to find interesting content and angles to catch people’s attention. Keep your eye on new technology and ways to reach your customers. Release your GI Joe kung fu grip on the brand and let people get involved!

To find out more about how you can boost your brand, head to the Adsmith website for more details.