Don’t let your branding backfire
Branding done well can work wonders for your company’s image.
Your business will look better, smarter, more desirable – anything you want. Invest enough in expert brand consultancy and your competition will be left to eat your dust.
But if it’s only skin deep, you’re in big trouble.
***
Seth Godin remarks about the latest ‘slimming’ feature on the new HP cameras. It doesn’t lower your cholesterol. It doesn’t make you any less prone to heart disease or diabetes either. It just makes you appear more attractive to people who don’t get to meet you in person.
***
No amount of branding can cover up bad business practice. If your products don’t perform, if your customer service is lousy… if you are not actively being your brand right down to the core, in every way and every aspect, your customers will find out.
Sooner, or later.
And when they do, all your branding efforts will only serve to bring your shortcomings into stark relief!
October 5th, 2006 TrackBack URI
Entry Filed under: Marketing, Public Relations
Leave a Comment
You must be logged in to post a comment.
Trackback this post | Subscribe to the comments via RSS Feed