Today’s economic climate and growing market competition create major challenges for businesses of any size.  As business pressures mount, it is proven that stronger brands have better success weathering storms.  Being able to differentiate, demonstrate value and cultivate meaningful relationships with customers is critical to long-term success. In other words, “Brands are the express checkout for people living their lives at ever increasing speed,” says Brandweek.

But businesses who work hard to create strong brand value sometimes fall into the trap of thinking the work is done.  Protecting and defending your brand can prove to be just as valuable as building it. “Reputation Management” is a necessary component that must be part of every company’s strategic, long-term plan.

Warren Buffett once said, “It takes 20 years to build a reputation and five minutes to ruin it.”

The formula for potential disaster is simple: Surprise creates uncertainty, uncertainty leads to distrust.  Any sort of distrust in business is a threat to your overall viability. The “crisis” may be an allegation, an accident, a lawsuit, an investigation or a media inquiry.  Companies that are prepared to deal with the unexpected are in a better position to maintain their reputations.  In many cases, preparation and the ability to respond quickly can minimize the depth of a crisis.

Preparation and crisis communication planning involves many aspects.  It should include the development of protocols, procedures and rapid response action steps.  It should address the proper chain of command and identify those who may be designated as spokespeople.  It should define the various target audiences (including your employees) to whom communications would be delivered and the various methods or sources for how it would be delivered.

“A reputation is an incredible asset, one you can’t appreciate until you lose it,” said the former CEO of Waste Management, Steve Miller.  “And when you do, every aspect of business gets harder and more costly.”

-Jim Miller

Similar to meeting someone new, a business has a short amount of time to make a good first impression. And once that perception is created, it is difficult to reverse.

When a potential client sees your website, ad or collateral piece, you have about five seconds (maybe less) to help your target audience form an opinion about your company based on what they see.

Even before a prospective client begins to read about what makes you better than the competition, they have already formed an idea about your company. Consistency of imagery, color usage and font choice can make a big difference in whether or not a possible client feels compelled to find out more about your business.

Some of the first impressions an individual may have after looking at your brand for the first time are: whether or not your brand seems relevant; whether the company appears competent in your industry or not and if it shares the same values as the potential client.

After a first impression is made, your brand could fall into a few categories for prospective clients:

• Your brand doesn’t match the relevancy or their values they were hoping to find and is therefore not considered.
• Your brand connects with the potential customer on some level and makes it to the short list of possible brands to reach out to.
• Your brand connects with the client on a deep level, making it the ideal candidate. (Sometimes a brand can be too expensive or represents an ideal the company aspires to, but is not yet ready to implement. This can put the brand on a pedestal- but it may not be the right timing.)

Does this mean your brand only gets one shot to make a connection to potential clients and customers? Of course not, but the first impression is an important one, and if done right, you may create a curiosity that drives them to learn more about your company.

So what do you do after you’ve created a great first impression?
Keep reaching out– keep talking so that when the time comes, your brand is top of mind. Research tells us it takes 7-12 “touches” for your brand to become recognizable and to be one that your target market will think of.

While a first impression is incredibly important, the thing that can make a bigger impact is the lasting impression. Here are some things to think about when trying to create a solid lasting impression for your brand:

• Do you deliver on your promises?
• Do you have superior customer service?
• Do you exceed the expectations of your clients?
• Are you consistent? Does your brand and all the supporting materials match what your company is really about?
• Are the client-facing individuals in your company “champions” of your brand?

The ultimate goal is to give the impression you want. Hook your potential customers by being relevant and offering something that no one else in your space does, give them a great experience and make sure you’re consistently reinforcing the story of your business’ brand. If you’re going to make an impression, take control and make a good one.

by Lauren Brenkle

I can’t tell you how many times I have heard companies say they want to revise and improve their company brand. Nine out of 10 times, what they really mean is that they want to come up with a new and improved logo, website or other visual presentations of their brand’s “look and feel.” A company’s logo/corporate identity, website and other visual elements are important in communicating a brand, but by no means are they the only things that represent your brand.

Your brand is a relationship you have with your customers, prospects, suspects, partners, vendors and the general business community. It’s hard for me to imagine how a logo, website or other visual elements solely convey what your brand represents. My personal feeling is that strong brands require much more thought than just a shinny logo or slick website.

I believe that strong brands, first and foremost, are strategically designed around what space you want to own and why your company is better than the competition. The company has to know just why it is better, and know how to effectively communicate that simple message clearly and concisely.

Great companies know how to effectively market and get their message out, not only through advertising, but through multiple mediums that reach their targets via the mediums that their targets interact with. You must accept and believe that these days it requires many mediums to be able to make a connection that is real and cuts through the clutter to drive results.

First, you have to know how to integrate this message into your company internally. Get the operations, sales and marketing all on the same page and understand what the brand stands for and how to deliver on the stated brand promise.

Great companies also understand that it takes more than looks. Your product or service has to fulfill the promise that it is cracked up to be. It has to be able to deliver the goods and make customers and clients true brand believers.

For a brand to be great these days you have to have strategy, substance, succinct message, and yes, a good logo and nice website. But you also must have the determination and commitment to succeed. A great brand requires a holistic and integrated approach, much more than just a snappy logo.

Written by Michael Doyle, President of Brand Iron