Every brand is going to face a damaging event. When people lose trust, the brand is in trouble. Together we will learn how to prepare for a mistake on social media, a mishandling of an employee event, environmental issues, a legal battle, a failed delivery, and so on. Your brand is your most valuable asset - protect it, defend it, and be working to always strengthen it.
- Every brand is going to face a damaging event. It'll happen because of a mistake on social media, a mishandling of an employee event, environmental issues, a legal battle, a failed delivery, and so on. While some of these event are minimal and the damage is contained to an individual or small segment of the market, ufortunately, some aren't so small, and they can cause big problems. The reputation of your brand impacts customers at every stage of their journey, any employee can cause a negative brand event to happen, and some are going to be their fault, and some the fault of the company, where others are simply perceived to be the fault of an employee or a company.
When people lose trust, the brand is in trouble. Good branding faces the facts. There's a risk that your brand will stumble, so plan for it now. Discover where you're most vulnerable, essentially where you're most apt to drop the ball on a customer. This tends to be what you claimed to be your differentiator. If a customer put trust in you because you can deliver on time, you're vulnerable to damage if you don't deliver on time. If you claimed a superior product, you're vulnerable if there are production mistakes. Wherever you think there's a threat, start to imagine worst-case scenarios and define how you will respond in a way that is on-brand and doesn't weaken your position, and once you're done thinking through all the areas internally, consider external triggers.
What if a supplier goes upside down? What if the political climate changes? The bigger your brand, the bigger these things impact you. Now, to get an even bigger picture as how to respond to negative events and prepare for them, I encourage you to explore Public Relations Fundamentals here on this site. As for your brand, on an ongoing basis keep tabs on what's being said, monitor social media, set up Google alerts, take a look at review websites such as Yelp, Glassdoor, and Google. Your brand is your most valuable asset, protect it, defend it, and be working to always strengthen it.
If you notice conversations are taking your brand in a different direction, decide if that means you need to realign, re-brand, or reinforce.
Explore best practices for researching, developing, visualizing, and managing your brand, and learn about incorporating your brand throughout various customer touchpoints and keeping tabs on your brand as your company grows.
- Components of branding
- Creating a brand strategy
- Conducting a brand audit
- Crafting your vision statement and selling position
- Evaluating brand visuals, colors, and language
- Enhancing brand touchpoints
- Measuring brand loyalty and equity