There’s been loads of examples of brands getting bad press in the news recently. There was the horsemeat scandal that damaged the supermarkets, the Leveson enquiry that further tainted the newspaper industry, and the untold damage inflicted by revelations in the TV world. Several household brands have had their names dragged through the mud, and could have been damaged permanently.
Strong brand marketing is one way these companies could overcome the negative news associated with them, and it can help your business too. Find the right brand and corporate identity helps establish a business’s values, ethics and commitment to quality and customer service. Brand marketing needs to be done properly, with thought, creativity and expertise. It’s not enough to create any old logo that doesn’t reflect what you do and not think about what tone of voice to use when addressing your customers.
Find what your brand excels at and build your brand marketing around that. Some great examples of this include Virgin Holidays’ “Rockstar Service” TV Adverts that implied you could experience a holiday worthy of a rich music superstar, and John Lewis’ “Never Knowingly Undersold” on quality, price or service.
Many organisations have relied on the strength of their brand to see them through times of adversity. The Co-Op has had its debt rating downgraded after rumours mounted it might need a taxpayers’ bailout, which prompted the bank to suggest its brand, based on customer service and advocacy, was strong enough to pull it through its current difficulties. And of course, retail giant Tesco took out a full page ad apologising for horsemeat being found in its beefburgers. The ad was full of Shakespearean language, and was a very effective brand marketing exercise as Tesco listed promises about changing how it will do business in the future and listen to its customers more. The text was written in an arrow shape pointing to its logo.
Brand marketing shouldn’t be left to chance. It needs to be an integral part of your business. So don’t take any chances with yours, and talk to Lethal Marketing about your brand marketing.