As a business owner, you work so hard to build a brand, recognising and doing everything to set it up, the legal, creative, financial and client base aspects.
When your business is successfully off the ground, more work continues so as to protect what you’ve built. Any slippage at this point can be costly.
Here are five key strategies for keeping and protecting your brand:
1. Be careful not to make changes that may compromise quality or brand image.
The process of managing cost and efficiency, shouldn’t come at a price with the potential to erode values, culture, and brand image. Every change has possible cons, and it’s your responsibility to quantify and balance these against benefits.
2. Carefully plan your market growth and expansion and consider the impact on your brand
The push is always on to grow your market with new geographies, new products, and new market segments. Yet every change can cause brand dilution or competition you don’t need. Moving in or out of the wrong market can kill your brand.
3. Employees or your team can have a direct impact on your brand
If employee morale is down, your brand will be negatively impacted. Thus you need to see and be seen with your people and walk the talk. Check with your employees, receive and analyze feedback.
4. Put your customers first
Pay close attention to social media and online feedback, and never respond defensively. Be patient with your customers and listen to them. See if they want you to tweak your products or services. Always remove opportunities for them to be disappointed. Customers, more than advertising, make your brand image in the market.
5. Make your brand unique with a higher cause
Stand out with a unique value proposition, not just better quality or cost. Know yourself as well as your customer, and make your brand a statement that they can relate to, and want to be a part of. Keep you image authentic, fresh, and, and firmly based on reality.
Building and protecting your brand is the ultimate responsibility of every business owner out there. It supersedes all other responsibilities, and everything you do.
Always think about your brand image in the long term.