Why Branding and Marketing Must Be Cut From The Same Cloth - Part 2

In our most recent article, we discussed three main reasons why it is beneficial to avoid placing barriers between branding and marketing. Three more considerations will be discussed in this article, which will assist you in better understanding why businesses must adopt a holistic approach when it comes to branding and marketing efforts.

Who leads the way when unexpected things happen?

Brands need someone to look after them. These words resonate especially in times of crisis.

How a brand responds to a crisis in the first damage control stage has a long-term impact on its image.

A crisis is defined as any incident that constitutes a threat to your business.

In every crisis, someone must take the lead. Whether you are the leader or a trustworthy manager, the leader must be fully authorised to dictate what others must do and when.

Your crisis management plan should include the goals of the crisis manager, such as maintaining employee safety, resuming day-to-day operations, and managing media relations.

Following the crisis, survey your employees to see what has worked well in terms of messaging and what could be improved next time.

Samsung experienced a public-relations disaster in 2016 when one of its products (the Galaxy Note 7 smartphones) reportedly caught fire on a plane. Consequently, the company recalled almost two million phones and halted production of the Galaxy Note 7.

The company hired 700 researchers and set up an advisory committee on the battery in response to the event. Finally, because of Samsung's reputation, consumers were prepared to grant it the benefit of the doubt.

The company had already established a reputation for producing high-quality smartphones that consumers loved. But, before a public-relations crisis, the right image of a company can influence how consumers react to a bad situation.

Another horrific event occurred when Dr. David Dao was attacked and dragged from his seat on a United Airlines flight. The incident received a large amount of media attention.

The event was captured on camera and widely circulated on social media. When it was revealed that a paying passenger had been forcibly off-boarded to make space on the plane for numerous United Airlines off-duty staff members, the airline faced even harsher criticism than previously.

The airline's response that the aircraft was overloaded did not mitigate the outrage. The company's CEO, Oscar Munoz, expressed sorrow and said that "no one should be treated in this way." But the damage was already done.

A crisis management organisation cannot operate in a vacuum. In your crisis plan, you need to create a crisis team to communicate leadership commands to the rest of the organisation. In addition, this group can participate in the decision-making process and report any problems to the leader.

Select team members based on their ability to troubleshoot and communicate with co-workers. When a crisis arises, you will require one or more contingency plans that can provide leadership if your initial choice is unsuccessful due to the crisis.

Brands should pledge to engage rather than advertise on social media.

Social networking, by contrast, can be a challenging game to master. With regard to social networking, many of the most recognisable brands in the world have fallen flat on their faces.

#bendgate became popular in 2014, not long after Apple launched its iPhone 6. As a consequence of the highlighted feature, the phone did not bend while it was in the rear pocket of the pants. However, Unbox Therapy, a popular YouTube channel, demonstrated how easy it was to bend the iPhone 6. Soon afterwards, the brand began to receive negative publicity.

It is not just tech companies that can find themselves in hot water advertising a feature that has not been carefully researched and tested. Even if a company wants to be encouraging or inspirational on social media merely to be seen as a good brand, unexpected consequences may result if this is not done with caution.

When Adidas sent an email congratulating participants after the 2017 Boston Marathon, the subject line drew a lot of public criticism. The email's subject line said, 'Congrats, you survived the Boston Marathon!'

The email's subject line said, 'Congrats, you survived the Boston Marathon!' On its own, the email's subject line seems to be very straightforward and harmless. However, given the horrors of four years ago, the email subject line indicates that the brand forgot about the tragedy.

People don't want companies preaching to them on social media platforms.

People expect businesses to provide them with the tools they need to stay relevant in an ever-changing (trending) environment. However, consumers do not always expect businesses to take a stand when it comes to important issues.

However, if a brand chooses to adopt an ethical attitude towards a major issue, it must do so on legitimate and ethical grounds. Businesses should never consider selling on social media unless the format is specifically designed to sell from a brand perspective and to buy from a user perspective.

Although it deserves its own post, it is worth noting that influencers dominate the social media game. Therefore, if you want to work with influencers to promote your company, you need to be very selective about who you collaborate with.

All rules are meant to be broken.

There are no hard and fast rules in terms of branding or marketing because every rule is supposed to be broken at a certain point. However, it is beneficial to have a basic understanding of what can and cannot be attempted, even if the benefits appear to outweigh the danger of failing.

Playing with your logo too much, or at least not too often, maybe detrimental. Even if you think your company's logo needs updating, try evolving it rather than completely changing it.

Continue to be adaptable and responsive to emerging technology and online content channels. Avoid commenting negatively on any media or format without adequately considering the pros and cons.

Remain inspired and encouraged by what other businesses are doing.

Distinguish clearly what your brand is and is not.

With that, if we were to summarise the two parts of the article, it would be as follows: branding requires adequate care, while marketing requires adequate caution.