First, what do I mean by “messing with”? Of course, the term itself implies change and maybe change in an impulsive or irresponsible manner. While altering something as important of an asset as your brand is wildly inappropriate, we have to acknowledge it is happening all the time.

“Messing with” can happen when different people at various exchange points give their own spin to a brand’s strategic positioning. This could be done consciously or unconsciously, and it could happen through an honest lack of knowledge of your brand’s strategic intent or through sheer boredom with repeating the strategy over and over.

Being “messed with” can go way beyond verbal or written contact. It could be accidental or habitual behavior that is inconsistent with or, worse still, misrepresents the brand’s goals, values or critical differentiating attributes.

It could be a lot of little things that erode a brand over a period of time. They can be slow to be detected or a clear philosophical departure from the strategy that a well-design internal study could surface.
But where is this happening?

Well, how thoroughly have you dissected and identified all the touch points customers, prospects and employees have with your brand on a daily basis? Are you truly conscious and attentive to what is happening there?

A short list of possible touch points would include:

    • All possible points of inquiry about your Brand
              1. Web site, advertising, PR
              2. Referrals, word-of-mouth, social media
    • All installation, service or maintenance contact
    • All call center exchanges, whether service or billing related
    • Written or common usage policies concerning:
              1. Exchanges
              2. Returns
              3. Usage support
    • Retail or distributor displays and policies
    • Employee assumptions about the brand’s strengths and weaknesses
              1. In product development (R&D)
              2. In market development (sales)
              3. In operations management (manufacturing or backroom support)

In truth, anyone in the company who does not understand the strategy behind your brand can produce a possible negative impact on the brand. It could surface in how they think, make decisions, supply information or interact internally. Ultimately, the finished product or a customer-facing exchange will reflect their assumptions or beliefs.

But whose responsibility is it to tune in?

Tuning into how your brand is represented throughout the organization and at all external purchase or service opportunities should always be a critical part of the entire brand team’s responsibility.

Paying attention to your brand requires a formal, concerted effort that goes well beyond just monitoring comments received in the call center or from your sales force.

These days, social media has created many more points of information and perception exchange that will be immediately and permanently linked to your brand. If executed poorly or haphazardly, your brand is again being “messed with” in a faster, potentially more impactful manner than any others that have come before. So being watchful and capturing this impact should happen on an ongoing and pre-determined basis.

In conclusion, it is important to remember that while many different people can and will interact with your brand all those that are “messing with” it ARE your brand. So be sure you help them represent and protect it, keeping it consistent and true to all you strategically need it to be.

Contributed by: Bev Brandt