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Protect and BUILD YOUR BRand Reputation – In this video I give some advice on how to use the mistakes your COMPETITORS have made and turn that to your OWN advantage. So often our competitors do something, whether it is delivery of a product or a service and do so in such a way that it taints the rest of our industry.

Would you agree with me you can think of at least one business that has done something that you would never do, or certainly do very differently, yes or no?

Now you can actually use it to your benefit. That’s right, to YOUR BENEFIT. This is a perfect chance to look at what they have done and promote how you do it differently – even if it is down to how you deliver a product via a postal system, how you follow up a complaint. It could quite literally be anything like that.

Imagine now if you were to use that information and promote your findings to your audience, telling them how differently you do it. Suddenly they realise that you care enough about doing what you do the right way, BY THEM, that they know they can trust you more.

So…Is your corporate identity associated with an industry that comes with poor public perception? Do you feel that you’re continually defending your decisions, your employees, your work…and even your income? No matter if the building of this poor reputation was in or out of your control, there are plenty of steps you can take to enhance perceptions of your corporate identity. After all, your brand isn’t defined by what you say it is — it is defined by the stories people tell about it.

Before I continue, please allow me to set one thing straight: not everyone is going to love your brand. Every corporate identity should be built with an ideal client in mind — and when this is done effectively, there will always be a portion of the population that is either not enamoured with your brand or just downright despises it. For a number of reasons, and to a reasonable extent, this can be a good thing for your corporate identity. Embrace it.

Corporate Identity Lifelines
Let’s discuss a few common ways that brands tend to combat poor public perception, why those methods don’t work, and then talk about the ‘life preservers’ that can save your brand and turn around the reputation of your corporate identity.

Some brands, when faced with negativity, blame the competition or attempt to level (bring the competition down to enhance their own image). This is bullying, and is a poor way to build up a corporate identity. Instead, I suggest that brands build themselves up by showing the true content of their character — by countering the negativity with a positive, uplifting attitude that all the right people will notice. Brand Strategy & Small Business Marketing. Here is an example of the Logo Design we created for ACS. Find out more on our website and become a fan at


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Take care and we shall very much look forward to seeing you there too! Start by finding common ground that the brand and the naysayers can all agree upon. Then, commit to having conversations instead of arguments. The latter will only lead to further erosion of the brand.

Too often, brand managers avoid uncomfortable questions and accusations by changing the subject or reflecting questions back to the critics. This defence mechanism has been popularised by politicians, and so when it happens, an audience tends to shut down and settle on the poor reputation as truth. Instead of shying away from unpleasant questions or objections, view them as opportunities to build your brand. They are your chances to show the fibre of your character and to disprove all that negativity with real data and authentic human interaction.


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