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Branding Beyond Crisis

Many branding efforts are driven with the expectation of success and a general goodwill towards the brand.  Unless the brand is a political campaign, many brands fail to plan for times when the general message and identity of the brand fails.  “Living with a strategic disconnect at the core of the brand may be possible in good times, but weaknesses are magnified when faced with a disaster.”  Read more about BP’s brand crisis here.

Another good read is Karen Post’s book, Brand Turnaround: How Brands Go Bad and Return to Glory.

Lesson learned here…Always have a backup plan!

 

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There’s been lots of buzz around social media and whether or not it adds any value to your brand.  Well the truth of the matter is, social media is here and it is here to stay.  The key is to balance it with the rest of your branding activities so that it supports your brand.  BuzzLogic of San Francisco wrote an article in BusinessWeek that gives three simple tips for getting started with social media:

1 – Know your audience.

2 – Determine the players.

3 – Measure your success.

Read the entire article here:  http://www.businessweek.com/smallbiz/tips/archives/2009/09/its_time_for_yo.html

 

These tips are simple and direct for entrepreneurs just venturing out into the world of social media, but there is one that is missing – KNOW YOURSELF!  Too often, we go in the direction of every fad that comes along without understanding exactly who we are.  Once you understand your brand, it will be easier to assess which media to use and how much to use them. By the way, when is the last time you had a thorough brand assessment?