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Building and Protecting Brand Identity

November 15, 2012 by Bruce Jones, Programming Director, Disney Institute

A “brand” is how your company, product or service is perceived by the consumer whereas “branding” is the action you take to affect those perceptions. It used to be that providing better value than your rivals led to brand loyalty, but with the ease of access to information such as media reports, blog posts, competitors’ advertising and the speed at which word of mouth spreads, providing value simply isn’t enough to maintain a lasting competitive advantage.

Enhance your brand identity by identifying opportunities including:

Continuously monitoring your brand strength. Do customers recognize who you are? What feelings or emotions do they associate with your brand?

Remaining vigilant. You’re not likely to find something you’re not looking for. Identify channels for monitoring the conversation and leverage those learnings into tactics that support your findings.

Always look for ways to positively affect consumers’ perception. This is your opportunity to be creative! Sit down in a room and throw ideas off the wall. Get out your color pencils. Go for a walk with a coworker to discuss ideas, or, try some of these tips from other Talking Point posts.

Develop strategies to impact and neutralize negative perceptions when they arise. We’re human and, fortunately, most customers understand that. Your customer is more likely to forgive you and return if you have processes in place for handling difficult situations.

Whats your take? We would love to hear how you have built your brand, positively affected its perception or protected it from negative perceptions.

Photo Credit: Inc.com


Posted in Brand Loyalty | Tagged Brand Loyalty | 1 Comments


1 Responses to Building and Protecting Brand Identity

  • Keely says:

    on November 17, 2012

    I understand about being vigilant in how you are perceived. Unfortunately for the company I was working for, they were not. Among the competition in the area, they promoted the image of being the underdog. Although that gave us some interesting print and a cry of injustice, it did not give us customers. In the end, our customers (and corporate) bought into our being the victims and we were closed down. I believe, no matter how tough things are, you can't let the customers know things aren't going well. Although they may feel sorry for you, they aren't going to buy into your brand. No customers. Game over.


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