The Importance of your Brand in Critical Situations

         When it comes to your company’s image and brand, your domain name is part of your digital identity. Your brand is also the name people will use when they google your enterprise to get online information. One  should be closely reflected in the URL they associate with the official website of your organization. This domain name is an integral part of your brand and conveys instant credibility and should be selected very carefully.   This is especially true when it comes to sending out marketing emails and other notifications from your organization. 

Cybersecurity is on the top of the list when it comes to preventing cybercrime and organizations are spending more and more of their hard earned revenue to protect themselves and their employees from falling victim to one of these scams.  Why so much attention to Cybersecurity? Because it’s incredibly expensive to fix and clean up after a cybercrime than it is to prevent one.   Many of these attacks can cause unplanned downtime, lost productivity and not to mention brand damage.

Your employees are your first line of defense and teaching how to avoid phishing is at the heart of the Cybersecurity training. How to react to external emails and links? Are they credible or suspicious?. Organizations are constantly re-enforcing proper methods of reviewing and alerting their IT and security departments should anything suspicious arrive in their inbox.   Many organizations are tagging anything that comes in from outside their domain as “EXTERNAL” and may often tag these as SPAM depending on how strict their filtering is.    All of this training is great it’s no doubt that it helps reduce the possibility of a cyberattack…….but it also has drawbacks.

 

Why  Can Cyber Training Be Counter Effective During Crisis?

Now here’s the issue: we ask employees to be suspicious with emails coming from outside, yet we want them to acknowledge alerts during crisis (natural disaster, fire, IT outages…). A large number of corporations use third party providers to manage their crisis communications which may result in sending notifications to employees from an external domain. What may happen is that trained employees may actually miss or purposely ignore critical messages that aren’t from a “trusted” domain.  This is especially true when it comes to  emergency alerts like active shooters, evacuation notices, lockdown alerts and other important messages like a missing child or natural disaster

When it comes to emergency alerts and mass notification alerts, it’s  absolutely critical that these messages get to the right person at the right time. Emergency messages are missed or ignored by the intended recipient can mean the difference between life and death if a citizen ignores the message because they thought it was SPAM, Phishing scheme or malware attempt.  Today’s heightened security awareness have made it harder and harder for someone to trust a message, especially when it comes from an unfamiliar brand name.  

This is why adding your own brand to your notifications can help your deliverability and opt-in rates.  Adding a branded domain to your emergency alerts and signup and opt-in portals can do a number of positive things to help the success of notification campaign

Adding a branded domain to your alerts adds instant credibility and the security concerns diminish.  Whether it’s Citizens on a list for emergency alerts or IT Employees in a triage group for server outages, it’s critical that the messages get delivered and the branding helps add that familiarity to these messages so their read and reacted upon.

When selecting your IT Alerting or Mass Notification vendor make sure they offer a branded offering, not just a subdomain of their domain.  For example, lets say your company is Acme Corporation and you’re adopting a new ITSM and IT Alerting service for your cloud offering.  Your messages without branding could look like this:

_____________________________________________________________________________

Subject:  Alert – Cloud Server is down!
FROM: NoReply@ServiceVendor.com (Unbranded)

Message: Alert!  Cloud Server XXX is down, packet loss on connection XXX

_____________________________________________________________________________

or it could look this this in the inbox if your provider brands it with their offering that uses a subdomain

_____________________________________________________________________________

Subject:  Alert – Cloud Server is down!
FROM: NoReply@Acme.ServiceVendor.com (semi branded)

Message: Alert!  Cloud Server XXX is down, packet loss on connection XXX

_____________________________________________________________________________

or, here’s a fully branded email alert

_____________________________________________________________________________

Subject:  Alert – Cloud Server is down!
FROM: ITAlerts@Acme.com (fully branded)

Message: Alert!  Cloud Server XXX is down, packet loss on connection XXX

_____________________________________________________________________________

What message has more impact on the brand and grabs the most attention?  The fully branded one of course!   Offering this type of fully branded email alert can significantly increase the deliverability and credibility and another benefit is it also lowers the cost of the educational campaign around your alerting platform.   

 

Eric

By | 2018-06-07T13:12:56+00:00 Jun 7th, 2018|

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