Friday
14Nov2008
15 Days of Marketing Day Fourteen: Your Brand and Damage Control
Friday, November 14, 2008 at 2:06AM
Successfully building your brand, especially online, is a double-edged sword. It's exciting to have more people link to you, the press recognize your brand, and start feeling like your name is becoming more recognized. However, it also opens you up to criticism and scrutiny, not to mention being misquoted or accused of something based on on misinformation.
Now I won't flatter myself by saying that this is a huge problem for me. Like you, I'm building my brand and see it as a journey, a long road trip, if you will. But I have gotten a taste of what it feels like to be scrutinized and criticized. I'm telling you right now, it's not fun. But it goes with the territory. Here are a few lessons I've learned so far that I hope you'll keep in mind as you are building your brand and marketing yourself or the company you represent.
As marketing in general becomes more word-of-mouth and conversational, the risk of misinformation increases because, like the old-fashioned game of "telephone", the original message can be easily lost through many iterations. That's why a strong brand, having Awesome Allies, and being true to yourself and your message are so important.
YOUR HOMEWORK ASSIGNMENT
Think about different difficult scenarios you might face that would require damange control and how you would deal with them.
Share your ideas, if even in a general sense, of dealing with different scenarios.
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Now I won't flatter myself by saying that this is a huge problem for me. Like you, I'm building my brand and see it as a journey, a long road trip, if you will. But I have gotten a taste of what it feels like to be scrutinized and criticized. I'm telling you right now, it's not fun. But it goes with the territory. Here are a few lessons I've learned so far that I hope you'll keep in mind as you are building your brand and marketing yourself or the company you represent.
- Know that you're never going to be able to please everyone. I really struggled with this at first. But it's impossible. Once you truly embrace this and accept it, your stress level will be cut in half. At least that was my experience.
- Be true to yourself. As you become more well-known, people will want to attach labels and/or ideals to you that may or may not be accurate. The more you stay true to yourself, the harder it will be for people to do this and the stronger your brand will become.
- Admit when you are wrong. We're human and none of us truly know everything. So if you realize something you said or did wasn't right, admit it. Then move on.
- If someone accuses you of something that just isn't true, call them out on it. And do it quickly before it spreads. If they persist, ask them publicly for evidence and facts and present your own. Try not to get caught up in any kind of drama, especially if the person in question starts baiting you. Ask for a retraction, present the facts, and then again, move on.
- Remember that sometimes publishing misinformation about you might not be intentional. So when you ask for a retraction or correction, be nice but firm about it. And if the other party is cooperative, then express your appreciation publicly. Too many times we see people talking about how they were done wrong, let's start talking about how issues were amicably resolved. If we put more attention on that maybe the negative behavior won't happen as much in first place.
- Weigh the risk vs. the reward. Is causing a stir publicly worth the desired outcome? Or would you get the same outcome by ignoring it? That's a question only you can answer.
- Refrain from name calling. This will only compromise YOUR credibility. Rise above the fray and try to be as diplomatic as possible, even if you're the victim of name calling. Once something is said online, it's hard to take back. I try to only write things I'd be comfortable with my son reading later on (he's three now).
As marketing in general becomes more word-of-mouth and conversational, the risk of misinformation increases because, like the old-fashioned game of "telephone", the original message can be easily lost through many iterations. That's why a strong brand, having Awesome Allies, and being true to yourself and your message are so important.
YOUR HOMEWORK ASSIGNMENT
Think about different difficult scenarios you might face that would require damange control and how you would deal with them.
Share your ideas, if even in a general sense, of dealing with different scenarios.
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Reader Comments (10)
WOW - This is a great one. There has been a lot of blogging drama going on so much so now there is a promote blogging peace. Moving on.....
As a business owner I had my own little situation and I can't go into details about it because it's not over. What I can tell you is that I had to really weigh out the situation and refrain from that first impulse. In a nutshell I sucked it up like a big girl and let it die down for now.
This is a great topic Jessica!
Pamela Kramers last blog post..http://babyandtoddlerproductreviews.blogspot.com/2008/11/aloha-friday-12.html" rel="nofollow">Aloha Friday #12
Why does day 15 have to be on a Saturday when I'm out enjoying nature? I'll have to wait til Monday to read.
Allans last blog post..http://allantyoung.com/2008/11/10/semper-fidelis/" rel="nofollow">Semper Fidelis
I was feeling a lot like Leighann at The Full Mommy in terms of coming out and using my real name. But I'm starting to use my real name more.
I'm thinking my biggest retraction will be to my daughters when they are old enough to catch on and be embarrassed about what I write in my blog!
For now I focus on the good things with product reviews (and so far this has been easy), and sharing lots of blogger love.
Janine (ScaryMom)s last blog post..http://twoferthepriceofone.blogspot.com/2008/11/miley-cyrus-isnt-only-one-with-7-things.html" rel="nofollow">Miley Cyrus isn't the only one with 7 things
I try to keep it real, so to speak, but I don't go into as much personal stuff as many bloggers do. I am constantly wondering whether people want more of "my voice" or if they would find it totally boring.
Great reminders. I have a long list of homework to do to catch up tomorrow during my girl's naptimes and I am looking forward to it :)
Vanessas last blog post..http://inevergrewup.net/saturday-shop-handmade-christmas-project-4/" rel="nofollow">Saturday: Shop!—Handmade Christmas Project #4
This post is so timely. When I interact with others I try to be very clear about my intentions, remain neutral and very diplomatic. It has always been my intention to ensure that my "character" was clear -even from my very first blog post and tweet.
If I happen to run into drama (which rears its ugly head from time to time) I read both sides of the story and if I am compelled to do so or if someone asks my opinion I give it from an objective point of view.
Renée aka Mekhismoms last blog post..http://cutiebootycakes.blogspot.com/2008/11/story-time-with-rene.html" rel="nofollow">Story Time with Renée
This is an area I am very well familiar with - Damage (minus the control). I always try to be a nice person, kind to others, giving and helpful. But more often than not, I get the fun of being a doormat or worse - a target. Even to the point of such extremes that I've suffered from Post traumatic stress from shocking cruelty and emotional terrorism.
I'm a sensitive person with a soft heart and I have never had success at damage control. So when I see the MEAN TRAIN coming, I freeze up like a deer in the headlights while having PTSD flashbacks. I really believe in the importance of having awesome allies - there's strength in numbers. Nothing worse than facing a pack of ravenous human wolves with sharp shredding words for teeth. I really believe I'll feel safer if I can have as many awesome allies as possible. Unfortunately, 15 days is nearly over, but I hope I can find some here.
Jannifer (wordsforliving)s last blog post..http://twittertours.vox.com/library/post/15-days-of-marketing-day-fourteen-your-brand-and-damage-control-jessica-knows.html?_c=feed-atom" rel="nofollow">15 Days of Marketing Day Fourteen: Your Brand and Damage Control | Jessica Knows
Hi Jessica,
Thanks for providing us with another great list of examples. I plan to refer to your “lessons learned” to help me when dealing with difficult scenarios.
Thanks,
Gail
Gail - MicroBlogginMoms last blog post..http://microblogginmom.blogspot.com/2008/11/15-days-of-marketing-with-jessica-knows_12.html" rel="nofollow">15 Days of Marketing with Jessica Knows - Day 12
Good advice. This is a wonderful series.
Dawn @ My Home Sweet Homes last blog post..http://feeds.feedburner.com/~r/MyHomeSweetHome/~3/456718718/" rel="nofollow">Mobistories virtual books: a giveaway where EVERY reader wins!
Homework post:
http://comfortjoydesigns.blogspot.com/2009/01/15-days-of-marketing-day-14.html
Dear Jessica,
Do you have a blog button I could add to my Friends Page?
Deborahs last blog post..http://comfortjoydesigns.blogspot.com/2009/01/miley-cyrus-tweets-me.html" rel="nofollow">Miley Cyrus Tweets Me