Brand Image and Brand Control

Brand image is no long who you say you are.

Brand image is what you do.

Manipulating brand image is about control.

And what can you actually control these days?

Can you control those thousands of external factors, thousands of people telling others about your brand?

Can you control what they write or say, or whom they write or say it to?

For every positive experience, they tell one person. For every negative, they tell five.

Really, how do you intend on controlling your brand image?

Here are two ideas:

You control the ratio of people who have positive experiences and the number of people who have negative experiences. For every one negative experience, you’ll need at least five positive to balance that ratio. Keep the good experiences coming.
Make it easy for them to communicate how pleased they are with your brand. Offer them the tools to tell others.

Number two is actually a double-edged sword - if people aren’t pleased, they’ll people, too.

Better make sure you’re doing the right things.

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