Protect Your Brand

The recent Oscars debacle of announcing the wrong winner for Best Picture is a great example of how your brand can be affected negatively on a grand scale.

PricewaterhouseCoopers, the firm at the centre of the ‘scandal’, was established in 1998 through the amalgamation of two companies whose history began in the mid 1800’s. Arguably, PwC have a respected brand. However, that has all been tarnished within a few seconds and through possible human error. The total fall out is yet to be seen but it is possible their contract with the Oscars may not continue. The two responsible accountants, partners in the firm, will definitely not be returning to the Oscars.

It is the same for business owners of all sizes, whether they are multinationals like PwC or a small business with three or four employees. There are a number of issues which would damage your brand and therefore the viability of your business. Which takes me to the subject of how you protect your business brand.

Without doubt, it is imperative for every business to have a sales and marketing plan. This will include things like designing your logo, company brochures, business cards, signage, websites and social media. It also includes how you meet new potential customers and importantly, how you maintain customer relationships and service whilst creating new business. Behind all of this there must be a strategy and an understanding of what sets you apart and why people should buy from you.

It is massively important that your employees also know what is included in the sales and marketing plan and the reasoning behind it. You can implement the best sales and marketing plan, have a great website and social media presence but if you and your employees don’t deliver what that marketing portrays you won’t see the results you want. PwC include ‘building trust in society’ in their Code of Conduct. Could it be that trust has been a little eroded even if it is for something like the Oscars?

Are you delivering on what your branding says about you?