You Have A Negative Brand, Now What?

Posted by: Dallas J. Moore | Posted on: January 20th, 2012 | 0 Comments

Perception is reality. Your brand is whatever your customers say it is. When this turns to bad, having things in place to fix or correct this is important. Knowing that you have a problem is the first thing in making a change and breathing new life into a something that might threaten the life of your brand.

Take the time to do some research. When did your brand take on a negative perception? Backtracking is a great way to see and find where you may have taken a wrong turn. As brands grow, they also evolve. This is not to say the organic process of growth is to blame. Taking a left turn when the road only went straight could be the problem. Knowing when the perception of your brand changed gives you a timeline. Once you have this information, you now have a starting point.

The next and possibly most important thing to look at is why did this happen. When brands don’t offer a story and point of reference for its customers, stories are written by the those who experience the brand. Your brand is whatever your customers say it is. Knowing why things changed also gives you a valuable point of reference.  You can’t fix a problem you don’t know about. You can’t fix a problem if you don’t know why it started. Did something happen inside your brand that created this change? Was something miscommunicated to your customers that caused this change?

Knowing the when and why will enable you to take swift action to make changes. Take the time and do your research, ask questions, and begin to put the pieces back together. This is a process, but neglecting it will only cause further harm to your overall brand.

Next week we are going to talk about some steps you can take to change people’s perception of your brand.