Branding is all about building a positive reputation for a firm – but knowing what to do when things go wrong is also very important. Every company needs a strong brand name, something that arises not from one element but several. Each part is important, but the combination of them is what makes your brand effective Brand position – this explains what you do and for whom Brand elements – such as the logo and slogan Brand essence – this sets your firm.
Apart from its competitors, emphasising your unique selling points Brand promise – this outlines the most important thing you promise to them Industry Email List What can go wrong? Getting this combination right will give your firm a huge advantage over rivals who cannot do the same. But the reality of business life is that sometimes things can happen that disrupt the path towards building a powerful and positive brand name and image:bugherd-campaign-dan-2022 Poor customer service Shortcomings in products.
The company could be embroiled in controversy, such as a multinational involved in aggressive tax avoidance A misguided marketing campaign that causes offence or insult could harm a brand There may even be problems caused by reckless statements by a senior employee. Examples include remarks by jewellery mogul Gerald Ratner in a 1991 speech denigrating some of his firm’s products, or recent comments about terrorism by Ryanair boss Michael O’Leary.