In This Chapter
Establishing the right brand in the right way
Doing what it takes to maintain your brand
Some brands get off to great starts. Some are wobbly from the get-go. Others start well and then lose their way through lack of focus, discipline, and follow-through on brand strategies, brand promises, and reliably consistent brand experiences.
This chapter describes ten branding mistakes to steer clear of, each accompanied by tips to keep your brand moving continuously in the right direction, constantly gaining esteem and equity as a result.
The mistake: When business is down, when customer interest ebbs, or when competition surges, the idea of branding masquerades as some miracle cure for transforming perceptions and jump-starting success. In the heat of the moment, otherwise cool-headed professionals begin to believe that a cosmetic fix — a new logo and maybe a new name, tagline, or message — will remedy all that ails the bottom line. It doesn’t work that way, though, because a successful brand has to go all the way to the core of an organization.
The remedy: Before you create or alter the face of your brand, be sure you’re creating an accurate reflection of what’s at the base of ...