One of the members of the SME Strategy Facebook community asked the other day: "When you have a brand name with poor strategy or a strong strategy with out a brand name......... which will lead to success ?
This article talks about the importance of both strategy and brand. A strategy to build the business and a brand to ensure its continuity. Therefore, a marketing strategy must be applied before a introducing a branding strategy. The article also points out the importance of a marketing, business, and branding strategy as a whole rather than individually.
We live in a world where brands come under attack all the time and with the viral power of social media, these attacks can cause serious damage in a short amount of time.
Jesme Fa'auuga's insight:
This article talks about brand perceptions and how people's opinions could be mistaken for truths. It speaks of four simple steps that companies must take in order to combat negative brand perceptions. The first being that the company is responsible for what the customer is being exposed to, so the company should decide how they want to be viewed and back up such views with relevant reasons. The second step is living the brand values, in the sense that employees would be willing to work harder for leaders who exemplify what the company stands for. The third step is monitoring external reactions to the brand through the use of various forms of social media, etc. The final step is proecting the brand's reputation and taking precautions to combat threats should the company make a misstep. One leader is recommended rather than many people all trying to get a word in.