You and your brand
A brand is, in short, a set of symbols and ideas, physical or otherwise, that distinguish a person or company from others. It can consist of a logo or other visual element, a color palette, or the values that guide it. It also translates into how it is perceived by observers, customers, or fans. Therefore, as competition increases and internet users become more vigilant, it's important to consider a brand holistically - not just through the logo, colors, or musical jingle in the background of an ad, but also working conditions, partnerships, or sponsorships. You can learn about how to create a solid brand foundation through a variety of courses on the Webinar Universe training platform.
Something went wrong
There are many ways in which you can completely burn down a brand. The quickest way this happens is through its faulty design. A logo that doesn't reflect the brand idea, an unpleasant or inconsistent color palette, or a clash between the values shown on the outside and the actions taken "behind the scenes." Especially in the case of a personal brand, the whole of our persona becomes our brand. That is why it is worth paying special attention to what we put out into the ether.
The creation of a brand should start with deciding on the values that we want to represent and then how to express them. The first contact that a client or potential observer has with the brand is the logotype, i.e. the elements comprising the graphic design. For many people treating this aspect "casually" may seem tempting, but the graphic aspect is extremely important. Good design has the power to evoke emotions and convey information in a subtle, almost imperceptible way, which, however, penetrates directly into our consciousness. That is why it is worth taking the time to learn the basics of good design, for example through Webinar Universe courses. Opinions about the brand can change dramatically by changing the logotype to one that fits better with current trends and brand characteristics.
However, these types of mistakes mainly cause lack of success, not loss of it. What can ruin the success once achieved are bigger crises like scandals or inadequate or insufficient reaction to various slip-ups and mistakes, which sooner or later happen to everyone. Much depends on the specific target of the brand, but in any case it is good to build on solid principles, care about transparency, and listen to both your customers and employees or co-workers. Revealing hypocrisy, scandalous working conditions, or immoral behavior can often irrevocably bury a brand.
Putting out the fire
But how do you manage when a crisis has not been averted? Well, in such a case, speed is often very important. A quick response not only prevents it from spreading further on the rise, but it also shows that the brand cares about the customers' opinion and trust. However, what exactly should be done as soon as possible? First and foremost, understand what the source of the problem is. Often, the fastest way to do this is to listen to the comments of customers and watchers, as their opinion and trust is our goal. Next, it's a good idea to move on to fixing the immediate effects of the crisis. For example, if the problem is a defective product, compensation or replacement in the fastest time frame possible will be needed.
However, putting out the fire is not enough. It is also increasingly important to thoroughly understand the mistake that was made and not only fix its effects, but also address its source. If a high-profile manager has appropriated some of the payments, it's not enough to give them back - the manager must also be dealt with. A customer whose trust has been violated should be able to feel that their concerns have been heard.
Not infrequently this also means issuing an apology. When it comes to their composition, it is worth avoiding the so-called non-apology. The basis of a worthwhile apology is to admit that you made a mistake, show that you understand why it was a mistake, and indicate specific actions to make amends. It's also a good idea to refrain from trying to make excuses, as this can be perceived as an attempt to absolve yourself of responsibility. While a personal branding crisis can often feel like an attack on our person, it's often worth taking ego out of the equation and bowing our heads. Who knows, perhaps a well-executed crisis management operation will even generate more publicity and trust.
Lessons for the future
Of course, the easiest way to deal with a crisis is to avoid it. However, this approach will not always be the best, and may not even be achievable. Growth at any level is associated with risk. Moreover, no matter how seemingly perfect, we are all only human, and mistakes can happen to anyone. Therefore, it is worthwhile to establish specific procedures and procedures for preventing and managing a crisis, and then stick to them. In the case of a product-related brand, it is a good idea to take your time in order to make sure that the product will be well designed and manufactured. In any case, however, it is good to stick to the principles of good taste and integrity.
As we know, prevention is better than cure. A brand based on solid and clear principles is more likely to achieve and maintain a strong position and a loyal customer base. However, it is worth remembering that we are all human and we make mistakes. Therefore, even if we are not currently facing a crisis, it is worth having specific procedures for dealing with problems, as well as knowledge on how to manage a crisis. That's why before you decide to create your own brand, it's a good idea to prepare yourself with some peace of mind by learning online with the Webinar Universe platform.
