Branding is one of the essentials of a business. For restaurants, it sets the ambiance of the place, and the kind of food served. For clothing lines, it determines the styles, cuts, and other aesthetics of the clothes. In general, branding defines the aesthetics of the business, as well as its demographic. Most of all, it’s the identity of the brand and the secret to how consumers will recognize the company’s products and services.
Small businesses may struggle to uphold brand consistency, and this could be detrimental as they grow. For example, when they take on franchise development, they need to ensure that their partners uphold the quality and culture of the brand.
Along with protecting the brand is upholding the company’s reputation. As soon as the business grows and branches start spreading on a larger scale, it will be easier to cause one mistake that will escalate quickly. Therefore, proper training for new employees, and a detailed agreement with franchisees could be lifesavers.
Tips to protect a brand and its reputation:
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Trademark
A trademark will secure a business’s name, logo, and other branding essentials so that the owner will have rightful authority over it. It will distinguish the company from other competitors in the market. It will also prevent other people from using the brand name or logo and adding something to tweak it.
Registration may cost from $275-325, and businesses may complete the process online. Owners should also prepare to provide information such as the nature of the company, date of creation and use, and design use.
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Be quick to address issues
In the age of cancel culture, it’s quite easy to lose customers via lousy publicity. For example, if an employee does something discriminatory, and the victim decides to bring it to the internet, the brand will suffer and put on trial via social media—which could get messy.
When this happens, brands—even influencers—quickly follow up with an online apology. These apologies acknowledge their mistakes, melded with realizations of the event, and action on the company’s part.
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Give adequate training
To avoid scenarios that can lead to being “canceled,” excellent onboarding seminars and further training could significantly help. Employees should be informed on the culture, values, and causes that the company upholds.
Additionally, training will help them become acquainted with other employees and the work environment. One effective way to train employees is to be prepared by other employees. Fellow employees favor relatability and the passing on first-hand information regarding specific tasks.
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Work on an advocacy
We are at the age of social awareness. As a result, millennials and Gen Z support brands and companies who work for a cause. Statistics show that 42% of millennials have begun supporting environmentally friendly brands. For the younger generation, 70% of Gen Z consumers patronize ethical brands. Businesses should start thinking beyond monetary gain because consumers have been demanding of social responsibility.
The takeaway
The growth of a business is a sign of success, but owners should not get complacent. Branding and reputation should be consistent to ensure that the company continues to grow into the future.
