What exactly do you control about your brand? In reality, very little.
This revelation can be a blow to the best laid plans and intentions. Need a current example? Swine flu. Talk about a nightmare for all the pork industry people… bacon being ignored, pork chops not being eaten. It’s all just a waste for this industry right now. However, a surrender of complete control in no ways means you don’t have the ability to influence and craft messages that are the most accurate about your company.
So, it’s not so much about brand control as as it is brand management and appropriate representation at all times. Become a master at using your web site, email campaigns, and new social media tools to publish your own content creation which then directly competes with any incorrect information being bantered about. The more creative, entertaining, but most of all, authentic your messages are, the greater your chances of taking the most control of your brand that you ever can.
It’s like trying to catch sunshine… Instead, you just bask in the warmth and light and do everything you can to build the biggest magnifying glass possible to target that energy into one focused brand platform.
About Wendi McGowan