You’re On Your Way
From your responses, it sounds like you’ve done some solid work in preparing your brand for the new realities of the #FakeNews Era. You recognize that businesses can no longer expect to safely sit on the sidelines and say, “We just make stuff—we don’t get involved in these kinds of issues.” You’ve seen that any company can find itself overnight on the hotseat a divisive issues defending its values. By laying this groundwork, you’ve done more than many companies to keep your brand safe and healthy.
But you also probably recognize that even well-intentioned and smart companies can stumble badly. Although it sounds like you’ve made a good start at preparing for these brand risks, there are many ways that good leaders and strong brands can go wrong. The devil is in the details and it’s easy for a brand crisis to be precipitated by one piece of unaligned marketing material, one mis-guided associate in one branch office, or one mis-handled PR event.
Going from good to great here will be about putting more meat on the bones of your beliefs, policies and processes. Driving clear understanding and alignment across the enterprise. Ensuring every associate is a great brand ambassador.
Let’s talk about how you can take your good foundational work to the next level so that your company values become one of your strongest brand assets and best defenses against unforeseen crisis. Learn how to find your authentic voice and position on the issue that matter most to your customers—while avoiding risk to your business.
Marketing strategies to help your team get inspired to make bold moves. Join me.