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What is eDNA and How Can it Affect Your Brand?

Written by: Mark Smiciklas

Article Overview: Have you ever written anything online that might cause someone to question the integrity of your company or brand? Think about all the imprints you've left online over the last few years - emails, blog posts, forum comments, articles, etc., essentially an eDNA trail that leads back to your small business.

What is eDNA and How Can it Affect Your Brand?

Have you ever written anything online that might cause someone to question the integrity of your company or brand?

Think about all the imprints you've left online over the last few years - emails, blog posts, forum comments, articles, etc., essentially an eDNA trail that leads back to your small business.

As I recount the following story, consider what kind of impression your eDNA might have on your brand - will it be positive or negative...

A few months ago I was alerted to a forum post about one of our products. A prospect was asking for feedback about our system on a popular forum - someone responded with a series of negative comments about our product and proceeded to suggest a competitor (that it appeared they represented) as a better alternative. I responded accordingly with some actual facts and a few client testimonials. I felt it was an adequate rebuttal and left it at that.

A few weeks ago, I received an inquiry from a gentleman expressing interest in re-selling our products in South America. Can you guess who it was? Bingo, the same person that tried to sabotage us a few months prior!

My point - take the ethical high road in all of your online communication and remember that your words and intentions are a reflection of your brand. The next time you post something online remember that your eDNA stays out there - use the opportunity to give people a positive insight into your brand as opposed to a reason to stay away.

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Article Tags: actual facts, bingo, client testimonials, competitor, edna, forum comments, forum post, gentleman, imprints, insight, integrity, negative comments, rebuttal, reflection, small business, south america



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