#015 – Jack The Bear
What's in a name? Everything.

Published on June 25, 2018

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Jack the Bear is on the move. He’s looking to diversify, enter new markets and in the process, elevate himself to a household name – not unlike his erstwhile fire-fighting cousin. The first thing we suggest Jack do is to conduct a domain name rationalisation to leverage the authority of his current domain – which has been in use by him since forever.

Meet Jack the Bear. He’s an audio mastering engineer who runs a studio called Deluxe Mastering. Or as we like to call it Melbourne’s premiere, musician’s mastering studio.

However, Jack is now heading towards another calling – a public speaking offering called “Mastering Music, Mastering Life”. Having put in the hard yards and eaten much salt (as they say) Jack is in a position to help and inspire others in regards to navigating the music industry, overcoming drug addiction and personal motivation. Inspirational stuff.

Here is where domain name rationalisation comes in

As part of his website rebuild strategy – we highly recommend that he keep jackthebear.com.au as his personal brand site. Capitalising on the historical domain name search authority and from there host his “Mastering Music, Mastering Life” public speaking offering. Deluxe Mastering Studio can have its own site, as it is a separate business entity with different audience expectations. Links between the two will assist users searching between the two.

Domain name rationalisation can be as simple as that.

Personal branding

Jack the Bear wasn’t always called Jack. His real name is Tony Mantz. While Tony Mantz is a man’s name, let’s face it – Jack the Bear has more street cred and is heaps more memorable. I’d know which I rather be called.

So, something as memorable as Jack the Bear is something that when linked up with a URL is hugely searchable. And that is the root of all personal branding. You want to be memorable AND searchable.

Community

Again, that C-Word makes it into an episode. A well-curated closed Facebook group with specially invited, engaged members is the perfect place to continue the goodwill generated by the public speaking engagements. Imagine being invited to Simon Sinek’s personal closed Facebook group.

Thanks for making it to the end. Here’s another cute bear pic as a reward.