I received a couple questions about branding.
“How do you repair a brand?”
Myself and a colleague are currently in the process of setting up a community initiative aimed at getting individuals to give back to their communities. I was hoping you could provide advice on how to build our brand giving us ownership of the initiative.
How do you build your brand?
We have a name, logo, tagline but haven’t yet established an online presence. Thinking to go with social media e.g. Facebook as a start point and establish a base of followers. Should we be thinking about trademarking our logo/organization name?
Out of interest where did the name Leechon come from? – have another project in the pipelines and would be interesting to see what you took into account when deciding on a name.
I’ve put together an episode of “Marketing Moves” to address these two questions.
How to Build a Brand
Let’s first look at what is a brand exactly. Essentially it’s reputation. Reputation isn’t necessarily what you say about yourself. Rather, it’s what others say about you within the context of their credibility.
Your brand, whether person or corporate is built off of a number of factors:
- Your promise, offer, and focus of your resources
- Position in the market place – what makes your different
- What other people are saying and expressing about their engagement with you
- How long you’ve been around fulfilling the promises you’ve been making
How to Repair a Brand
Before you’re in a situation where you need to fix a brand, you’re faced with a series of PR issues. So long as PR issues don’t affect your core and don’t persist, it won’t have a long-term effect on the core brand.
Daimler-Benz and Chrysler
Take for example when Daimler-Benz merged with Chrysler. Essentially, a cheap American brand merged with a premium luxury German brand.
Shortly afterward Mercedes cars were having quality issues. It was really a bad marriage between two companies. To address the problem, Daimler sold off Chrysler assets to solve the problem. Had they not done that, and the quality issues persisted over time, they would have developed a branding issue. In that scenario they’d probably have to reinvent themselves.
A pro golf player gets involved in an extra-marital affair which the media has a field day with. This resulted in some of his corporate sponsors like Accenture, AT&T, Gatorade, General Motors, and Gillette pulling out.
Interestingly enough, Nike and Electronic Arts, the sponsors that were focused on his game and sport stayed with him.
This shows you that a brand isn’t made up of any one idea, but a collection and conglomeration of ideas and support a core. Go long as the core is strong you can recover.
Tiger Woods apologized for his personal scandalous behavior and continued to focus on his game and career and in no time did things return back to normal.
To address your question about where “Leechon” came from, the meaning of the name has evolved from its inception. I’ve updated the about page and included links that explain the background a little further.