How brand management impacts your negotiations

Brand management is an extremely important and critical part of a business.

Your brand is compelling. Suppose people will research you before trading. What do your corporate and personal brands say?

This article will help you create a compelling brand image to make it easier for you to achieve the results you are looking for in your next negotiation.

For this article, Luke and Jordan Lintz, founders of HighKey, a company that focuses on brand management and social media marketing, discuss how to personalize your personal brand and how it will help shape your business brand.

1. The brand is everything and everywhere

Every aspect of your business will be part of your branding, not just the product or service, but every interaction that the customer has with you; both direct and indirect.

Lintz pointed to Apple’s example of attention to detail in their branding, saying, “It’s in everything, from the way it’s portrayed, from buying the product on their website to receipt of the product. Even the feeling of opening the box is the hallmark, every step of the way in the customer process.

While not everyone is willing (or able) to follow Apple’s lead in designing boxes specifically for the satisfaction of slow lid removal, Lintz stresses that every interaction a customer has with your brand or service will have an impact. impact on his perception.

Because a brand’s image can be extremely malleable, it’s essential to perform each step with careful calculations and make sure that you invest the time to check these interactions frequently.

You can do this by asking stakeholders to take a quick survey to talk about how they perceive your brand or the interactions they’ve had with your product, service, or team.

Make sure your business performs these frequent checks to ensure brand cohesion.

2. Behave like your brand

The actions of your business and the individuals within that business should align with your brand.

For example, if you want your brand to be seen as environmentally friendly, your business needs to carefully review its operations and make sure they match that value.

Company employees should do the same.

Using the example of an eco-responsible branding, ask your employees to volunteer to clean up a local park. Or send monthly notes with energy saving tips.

Making sure you include your values ​​in your digital content is also a great way to align your company’s actions with its ideal perceived personality.

Failure to align the brand’s actions with its values ​​can be a quick way to damage the brand’s image, because once outside stakeholders see a contradiction between the brand and its behavior, it is difficult for a brand. to rebuild that trust.

Having a conversation within your internal stakeholder group about what these key values ​​are and how to implement them can make all the difference in a business.

3. Be proactive with your brand

Mistakes will happen, it’s inevitable.

However, it is much easier to navigate and mitigate these errors if you have a premeditated failure response plan in place.

Lintz pointed to a recent experience he had with Instacart, the grocery delivery service.

Almost as soon as Lintz received notification that his groceries had been delivered, he got a call from Instacart giving him some bad news:

The service representative explained, “The driver stole your delivery. We are very sorry, we know this is a major inconvenience for you. We have already placed your order with someone else who is shopping at the moment and we will get it to you as soon as possible.

“They failed at first, but I liked them a lot more because of the way they recovered,” Lintz said.

Lintz’s example highlights how people generally forgive mistakes, and how they are rectified is what matters most.

The Instacart brand is built on customer convenience and grocery theft is at the heart of its mission.

Instead of saying nothing or waiting for Lintz to file a complaint that could have cost them a customer, they actually strengthened the customer relationship by taking charge of and solving the problem – by being proactive.

How to apply this to your brand

Whether you are a CEO or a member of a sales team, it’s important to understand that everyone has an important and critical role in managing the brand.

Start having these tough conversations with your team, salespeople, vendors, and customers.

Lead with compassion and curiosity to understand how they see the brand and what they think the brand’s future should be.

Cathy W. Howerton