What is Brand Safety? A Quick 101 Guide
As brands strive to make their mark in the online sphere, ensuring brand safety has become a critical—but overlooked—task. With the constant evolution of our culture and the dynamic nature of online platforms, businesses need to be vigilant in safeguarding their brand reputation.
Defining Brand Safety
Brand safety refers to the measures and precautions taken by businesses to shield their brand from any association with harmful, inappropriate, or controversial content. This content could range from offensive language and imagery to misinformation or even extremist views. In a world where information spreads like wildfire, ensuring brand safety is not just a good practice; it's a necessity. With the fast-paced nature of buying digital ad space, it is easy for brands to show up next to content that could be seen as objectionable, poorly timed, or harmful…all without any intent on the part of the brand.
Why Brand Safety Matters
Protecting Reputation: A brand's reputation is its most valuable asset. A single association with inappropriate content can tarnish years of hard work and trust-building.
Maintaining Consumer Trust: In an era where consumers are increasingly conscious of the brands they support, any perception of negligence in brand safety can erode trust. Consumers want to align with brands that share their values and principles.
Legal and Regulatory Compliance: Adhering to regulatory guidelines and industry standards is crucial for any business. Violations can result in legal consequences and damage the brand's standing.
What to do?!
RoutinelyVet All Partnerships: Before entering into partnerships or collaborations, thoroughly vet the entities you'll be associated with. Ensure they align with your brand values and maintain a commitment to brand safety.
Utilize Advanced Technology: Leverage cutting-edge tools and technology that can help monitor and filter content across various platforms. AI-driven solutions can quickly identify and mitigate potential risks.
Develop a Robust Brand Safety Policy and Stick To It: Establish a comprehensive brand safety policy outlining what is acceptable and what isn't. Communicate this policy clearly with all stakeholders, both internal and external. Ensure that the entire organization is aligned.
Regular Audits and Updates: This is the easiest task, yet one of the most overlooked. Conduct regular audits of your online presence and partnerships to identify and address any potential risks. Stay abreast of industry trends and update your brand safety measures accordingly. Leverage your media team (or agency(ies)) to ensure that your brand isn’t showing up where it shouldn’t. Monitor news and culture to ensure quick-fire issues do not arise.
Remember That You’re The Front Line:
Brand safety is not just a buzzword; it's a fundamental aspect of modern business strategy. By proactively addressing potential risks and taking decisive measures to protect your brand, you not only safeguard your reputation but also fortify the trust and loyalty of your consumers. In a digital world brimming with opportunities, ensuring brand safety is the compass that guides your brand toward a secure and successful future.
