How brand building influences every major business decision

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selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; for (let c = 0; c < selectAllThisElementChildrenWrapperSub.length; c++) { selectAllThisElementChildrenWrapperSub[c].classList.remove('modular-navigation-item-sub-wrapper-active'); selectAllThisElementChildrenWrapperSub[c].style.display = 'none'; } }, 310); } } setTimeout(() => { thisElementChildrenWrapper.style.display = 'flex'; setTimeout(() => { thisElementChildrenWrapper.classList.add('modular-navigation-item-wrapper-active'); }, 1); }, 10); } function modularNavHandleOnClikSub(event) { const thisElement = event.target; const thisElementParent = thisElement.classList.contains('modular-navigation-item') ? thisElement : thisElement.parentNode; const thisElementChildrenWrapper = thisElementParent.querySelector('.modular-navigation-item-sub-wrapper'); if (thisElementChildrenWrapper) { if (thisElementChildrenWrapper.classList.contains('modular-navigation-item-sub-wrapper-active')) { thisElementChildrenWrapper.classList.remove('modular-navigation-item-sub-wrapper-active'); setTimeout(() => { thisElementChildrenWrapper.style.display = 'none'; }, 310); return; } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-sub-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-sub-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-sub-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; }, 310); } } setTimeout(() => { thisElementChildrenWrapper.style.display = 'flex'; setTimeout(() => { thisElementChildrenWrapper.classList.add('modular-navigation-item-sub-wrapper-active'); }, 1); }, 10); } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-sub-third-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-sub-third-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; }, 310); } } } function modularNavHandleOnClikSubThird(event) { const thisElement = event.target; const thisElementParent = thisElement.classList.contains('modular-navigation-item') ? thisElement : thisElement.parentNode; const thisElementChildrenWrapper = thisElementParent.querySelector('.modular-navigation-item-sub-third-wrapper'); if (thisElementChildrenWrapper) { if (thisElementChildrenWrapper.classList.contains('modular-navigation-item-sub-third-wrapper-active')) { thisElementChildrenWrapper.classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { thisElementChildrenWrapper.style.display = 'none'; }, 310); return; } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-sub-third-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-sub-third-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; }, 310); } } setTimeout(() => { thisElementChildrenWrapper.style.display = 'flex'; setTimeout(() => { thisElementChildrenWrapper.classList.add('modular-navigation-item-sub-third-wrapper-active'); }, 1); }, 10); } } for (let i = 0; i < topNav.length; i++) { const thisModNav = topNav[i]; const thisModNavWrapper= document.createElement('div'); thisModNavWrapper.classList.add('modular-navigation-wrapper'); if (thisModNav.itemList) { const thisModNavMain = document.createElement('div'); thisModNavMain.classList.add('modular-navigation-main'); thisModNavMain.classList.add('modular-navigation-main-width-list'); if (thisModNav.class) thisModNavMain.classList.add(thisModNav.class); thisModNavMain.textContent = thisModNav.name ? thisModNav.name : ''; thisModNavWrapper.appendChild(thisModNavMain); thisModNavMain.addEventListener('mouseenter', modularNavHandleOnClik); const thisModItemWrapper = document.createElement('div'); thisModItemWrapper.classList.add('modular-navigation-item-wrapper'); for (var b = 0; b < thisModNav.itemList.length; b++) { const thisModItem = thisModNav.itemList[b]; if (thisModItem.itemList) { } if (!thisModItem.url && !thisModItem.itemList) continue; const thisModNavItem = thisModItem.itemList ? document.createElement('div') : document.createElement('a'); thisModNavItem.classList.add('modular-navigation-item'); thisModNavItem.classList.add('modular-navigation-item-list-wrapper'); if (thisModItem.class) thisModNavItem.classList.add(thisModItem.class); if (thisModItem.url) thisModNavItem.setAttribute('href', thisModItem.url); if (thisModItem.target) thisModNavItem.setAttribute('target', thisModItem.target); const thisModNavHtext = document.createElement('h5'); thisModNavHtext.textContent = thisModItem.name ? thisModItem.name : ''; thisModNavItem.appendChild(thisModNavHtext); if (thisModItem.desc) { const thisModNavPtext = document.createElement('p'); thisModNavPtext.textContent = thisModItem.desc; thisModNavItem.appendChild(thisModNavPtext); } if (thisModItem.itemList) { const thisModNavItemSubWrapper = document.createElement('div'); thisModNavItemSubWrapper.classList.add('modular-navigation-item-sub-wrapper'); for (let d = 0; d < thisModItem.itemList.length; d++) { const thisModItemSub = thisModItem.itemList[d]; const thisModNavItemSub = thisModItemSub.itemList ? document.createElement('div') : document.createElement('a'); thisModNavItemSub.classList.add('modular-navigation-item-third'); thisModNavItemSub.classList.add('modular-navigation-item'); if (thisModItemSub.class) thisModNavItemSub.classList.add(thisModItemSub.class); if (thisModItemSub.url) thisModNavItemSub.setAttribute('href', thisModItemSub.url); if (thisModItemSub.target) thisModNavItemSub.setAttribute('target', thisModItemSub.target); const thisModNavHtext = document.createElement('h6'); thisModNavHtext.textContent = thisModItemSub.name ? thisModItemSub.name : ''; thisModNavItemSub.appendChild(thisModNavHtext); if (thisModItemSub.desc) { const thisModNavPtext = document.createElement('p'); thisModNavPtext.textContent = thisModItemSub.desc; thisModNavItemSub.appendChild(thisModNavPtext); } thisModNavItemSubWrapper.appendChild(thisModNavItemSub); } thisModNavItem.appendChild(thisModNavItemSubWrapper); } thisModItemWrapper.appendChild(thisModNavItem); } thisModNavWrapper.appendChild(thisModItemWrapper); } else { const thisModNavMain = document.createElement('a'); thisModNavMain.classList.add('modular-navigation-main'); if (thisModNav.class) thisModNavMain.classList.add(thisModNav.class); thisModNavMain.setAttribute('href', thisModNav.url); if (thisModNav.target) thisModNavMain.setAttribute('target', thisModNav.target); thisModNavMain.textContent = thisModNav.name ? thisModNav.name : ''; thisModNavWrapper.appendChild(thisModNavMain); } getModularNavigation.appendChild(thisModNavWrapper); } const getModularNavMobile = document.querySelector('.nav-mobile-modular'); const thisModNavClose = document.createElement('div'); thisModNavClose.classList.add('modular-navigation-close'); thisModNavClose.innerHTML = '<svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 448 512"><path d="M16 132h416c8.837 0 16-7.163 16-16V76c0-8.837-7.163-16-16-16H16C7.163 60 0 67.163 0 76v40c0 8.837 7.163 16 16 16zm0 160h416c8.837 0 16-7.163 16-16v-40c0-8.837-7.163-16-16-16H16c-8.837 0-16 7.163-16 16v40c0 8.837 7.163 16 16 16zm0 160h416c8.837 0 16-7.163 16-16v-40c0-8.837-7.163-16-16-16H16c-8.837 0-16 7.163-16 16v40c0 8.837 7.163 16 16 16z"/></svg>'; getModularNavigation.appendChild(thisModNavClose); thisModNavClose.addEventListener('click', function() { getModularNavigation.classList.remove('modular-navigation-visible'); }); getModularNavMobile.addEventListener('click', function() { getModularNavigation.classList.add('modular-navigation-visible'); }); } if (document.querySelector('.nav-jobs a')) document.querySelector('.nav-jobs a').setAttribute('target', '_blank'); if (document.querySelector('.nav-pmm-q-a a')) document.querySelector('.nav-pmm-q-a a').setAttribute('target', '_blank'); </script> </div> <div class="search-results"> <div class="search-results-close"> x close </div> <div id="search-field-wrapper"> <form> <input id="search-field" class="st-default-search-input" placeholder="Start typing..."/> </form> </div> <div id="results" class="st-search-container">Nothing to display...</div> <div class="search-tags"> <div class="search-tags-view">or view by:</div> <a href="/tag/branding/">Branding</a> <a href="/tag/growth/">Growth</a> <a href="/tag/ideas/">Ideas</a> <a href="/tag/consumer-insights/">Consumer insights</a> <a href="/tag/startups/">Startups</a> <a href="/tag/tech/">Tech</a> <a href="/tag/team-building/">Team building</a> </div> </div> <div class="social-links social-links-fixed"> <a href="https://www.linkedin.com/company/cmo-alliance/" target="_blank"><?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20 20" style="enable-background:new 0 0 20 20;" xml:space="preserve"> <g> <g> <path class="st0" d="M18.5,0h-17C0.7,0,0,0.6,0,1.4v17.1C0,19.4,0.7,20,1.5,20h17c0.8,0,1.5-0.6,1.5-1.4V1.4C20,0.6,19.3,0,18.5,0 z M5.9,17H3V7.5h3V17z 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c-8.88,3.45-22.22,7.55-46.78,8.67c-26.56,1.21-34.53,1.47-101.8,1.47s-75.24-0.26-101.8-1.47c-24.56-1.12-37.9-5.22-46.78-8.67 c-11.76-4.57-20.15-10.03-28.97-18.84c-8.82-8.82-14.28-17.21-18.84-28.97c-3.45-8.88-7.55-22.22-8.67-46.78 c-1.21-26.56-1.47-34.53-1.47-101.8s0.26-75.23,1.47-101.8c1.12-24.56,5.22-37.9,8.67-46.78c4.57-11.76,10.03-20.15,18.84-28.97 c8.82-8.82,17.21-14.28,28.97-18.84c8.88-3.45,22.22-7.55,46.78-8.67C180.77,49.73,188.73,49.47,256,49.47 M256,4.08 c-68.42,0-77,0.29-103.87,1.52c-26.81,1.22-45.13,5.48-61.15,11.71c-16.57,6.44-30.62,15.05-44.62,29.06 C32.36,60.37,23.74,74.42,17.3,90.98c-6.23,16.02-10.49,34.34-11.71,61.15C4.37,179,4.08,187.58,4.08,256 c0,68.42,0.29,77,1.52,103.87c1.22,26.81,5.48,45.13,11.71,61.15c6.44,16.57,15.05,30.62,29.06,44.62 c14.01,14.01,28.05,22.62,44.62,29.06c16.02,6.23,34.34,10.49,61.15,11.71c26.87,1.23,35.45,1.52,103.87,1.52s77-0.29,103.87-1.52 c26.81-1.22,45.13-5.48,61.15-11.71c16.57-6.44,30.62-15.05,44.62-29.06c14.01-14.01,22.62-28.05,29.06-44.62 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70 L 53 72 L 27 72 L 27 70 C 27 62.846612 32.846612 57 40 57 z M 8 58 C 7.449 58 7 58.449 7 59 C 7 59.551 7.449 60 8 60 C 8.551 60 9 59.551 9 59 C 9 58.449 8.551 58 8 58 z M 12 58 C 11.449 58 11 58.449 11 59 C 11 59.551 11.449 60 12 60 C 12.551 60 13 59.551 13 59 C 13 58.449 12.551 58 12 58 z M 16 58 C 15.449 58 15 58.449 15 59 C 15 59.551 15.449 60 16 60 C 16.551 60 17 59.551 17 59 C 17 58.449 16.551 58 16 58 z M 20 58 C 19.449 58 19 58.449 19 59 C 19 59.551 19.449 60 20 60 C 20.551 60 21 59.551 21 59 C 21 58.449 20.551 58 20 58 z M 24 58 C 23.449 58 23 58.449 23 59 C 23 59.551 23.449 60 24 60 C 24.551 60 25 59.551 25 59 C 25 58.449 24.551 58 24 58 z M 28 58 C 27.449 58 27 58.449 27 59 C 27 59.551 27.449 60 28 60 C 28.551 60 29 59.551 29 59 C 29 58.449 28.551 58 28 58 z M 52 58 C 51.449 58 51 58.449 51 59 C 51 59.551 51.449 60 52 60 C 52.551 60 53 59.551 53 59 C 53 58.449 52.551 58 52 58 z M 56 58 C 55.449 58 55 58.449 55 59 C 55 59.551 55.449 60 56 60 C 56.551 60 57 59.551 57 59 C 57 58.449 56.551 58 56 58 z M 60 58 C 59.449 58 59 58.449 59 59 C 59 59.551 59.449 60 60 60 C 60.551 60 61 59.551 61 59 C 61 58.449 60.551 58 60 58 z M 64 58 C 63.449 58 63 58.449 63 59 C 63 59.551 63.449 60 64 60 C 64.551 60 65 59.551 65 59 C 65 58.449 64.551 58 64 58 z M 68 58 C 67.449 58 67 58.449 67 59 C 67 59.551 67.449 60 68 60 C 68.551 60 69 59.551 69 59 C 69 58.449 68.551 58 68 58 z M 72 58 C 71.449 58 71 58.449 71 59 C 71 59.551 71.449 60 72 60 C 72.551 60 73 59.551 73 59 C 73 58.449 72.551 58 72 58 z M 30 68 C 29.449 68 29 68.449 29 69 C 29 69.551 29.449 70 30 70 C 30.551 70 31 69.551 31 69 C 31 68.449 30.551 68 30 68 z M 34 68 C 33.449 68 33 68.449 33 69 C 33 69.551 33.449 70 34 70 C 34.551 70 35 69.551 35 69 C 35 68.449 34.551 68 34 68 z M 38 68 C 37.449 68 37 68.449 37 69 C 37 69.551 37.449 70 38 70 C 38.551 70 39 69.551 39 69 C 39 68.449 38.551 68 38 68 z M 42 68 C 41.449 68 41 68.449 41 69 C 41 69.551 41.449 70 42 70 C 42.551 70 43 69.551 43 69 C 43 68.449 42.551 68 42 68 z M 46 68 C 45.449 68 45 68.449 45 69 C 45 69.551 45.449 70 46 70 C 46.551 70 47 69.551 47 69 C 47 68.449 46.551 68 46 68 z M 50 68 C 49.449 68 49 68.449 49 69 C 49 69.551 49.449 70 50 70 C 50.551 70 51 69.551 51 69 C 51 68.449 50.551 68 50 68 z"/></svg></a> <a href="https://feedly.com/i/subscription/feed/https://cmoalliance.io/rss/ " title="RSS" target="_blank" rel="noopener"><svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 24 24"><circle cx="6.18" cy="17.82" r="2.18"/><path d="M4 4.44v2.83c7.03 0 12.73 5.7 12.73 12.73h2.83c0-8.59-6.97-15.56-15.56-15.56zm0 5.66v2.83c3.9 0 7.07 3.17 7.07 7.07h2.83c0-5.47-4.43-9.9-9.9-9.9z"/></svg> </a> </div> <main id="site-main" class="site-main outer site-main-post has-post-image"> <div class="feature-post-wrapper"> <article class="post-full post tag-branding "> <section class="post-full-content Branding"> <header class="post-full-header"> <div class="post-full-header-wrapper"> <section class="post-full-meta"> <time class="post-full-meta-date" datetime=" 2024-10-15">15 October 2024</time> <span class="reading-time">5 min read</span> </section> <h1 class="post-full-title">How brand building influences every major business decision</h1> <section class="post-full-meta"> <a href="/tag/branding/">Branding</a> </section> <div class="post-author-with-linkedin-wrapper"> <div class="post-author-wrapper"> <section class="post-full-authors"> <section class="author-card"> <a href="/author/marilena/"> <img class="author-profile-image" src="/content/images/size/w300/2024/05/Marilena-Christodoulides--4-.jpg" alt="Marilena Christodoulides" /> <section class="author-card-content"> <h4 class="author-card-name">Marilena Christodoulides</h4> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </div> <div class="post-linkedin-wrapper"> <script src="https://platform.linkedin.com/in.js" type="text/javascript"> lang: en_US</script> <script type="IN/FollowCompany" data-id="71268213" data-counter="bottom"></script> </div> </div> </div> <div class="post-full-image" style="background-image: url(/content/images/2024/10/CMO_Website_Article_Images_Author_Highlight--1-.png);"> </div> </header> <div class="post-content"> <aside class="toc-container"> </aside> <p>I will start this article with a quote from my last interview: “You are what you do, not what you say you will do,” as Carl Jung aptly said. Let's analyze three key angles of brand building within organizations.</p><p>Historically, brand building was seen as a marketing task focused on logo design and identity, emphasizing color psychology and the use of shapes. Today, it has evolved to encompass everything from corporate culture to customer experience, affecting decisions at every organizational level. </p><p>We'll dive into these crucial aspects of brand here. Here's a breakdown of our key talking points. </p><h2 id="key-talking-points">Key talking points </h2><ul><li>Brand building is about action</li><li>Branding within company culture</li><li>Promoting talent and leadership </li><li>Crisis management and reputation protection</li></ul><h2 id="brand-building-is-about-action">Brand building is about action</h2><p>This shift in mentality reflects a deeper understanding that a brand is more than just a marketing tool; it embodies a company's core values, mission, and vision. </p><p>Enhancing a brand and its reputation is about actions—actions that build trust and respect. It’s not merely about making promises but fulfilling them and showcasing commitment through tangible experiences.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.cmoalliance.com/marketing-leadership-career-advice-for-2024/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Marketing leadership career advice for 2024</div><div class="kg-bookmark-description">We asked this year’s CMOs to Watch for their best advice on what it takes to become a great marketing leader. Discover how you can take your career to where it deserves to be.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.cmoalliance.com/content/images/icon/android-chrome-192x192--1--14.png" alt=""><span class="kg-bookmark-author">CMO Alliance</span><span class="kg-bookmark-publisher">Will Whitham</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.cmoalliance.com/content/images/thumbnail/Untitled-design--22-.png" alt="" onerror="this.style.display = 'none'"></div></a></figure><p>In today's competitive landscape, brand building extends beyond logos and slogans. It’s a strategic imperative influencing every company decision. Whether launching a new product, crafting a marketing campaign, or managing a crisis, a brand's strength can significantly impact these choices. </p><p>A company must first establish a strong internal culture before it can effectively project its brand outwardly. So, how is brand building shaping business decisions in 2024? Let’s explore.</p><h2 id="branding-within-company-culture"><strong>Branding within company culture</strong></h2><p>Branding within a company’s culture is fundamental to creating a cohesive and thriving organization. When a company’s internal culture aligns with its external brand, it creates a powerful synergy that resonates with both customers and employees. </p><p>A strong internal brand fosters a sense of belonging and pride among employees, who become brand ambassadors. They embody the company’s values, vision, and mission in their daily work, which translates into authentic customer interactions and consistent brand experiences.</p><p>A robust internal brand can drive higher employee engagement, reduce turnover, and enhance overall productivity. Companies like Google and Amazon exemplify this by cultivating cultures that promote innovation, inclusivity, and continuous learning, which not only attract top talent but also retain them. </p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.cmoalliance.com/how-to-build-a-culture-that-values-customer-interaction-in-product-led-growth/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">How to build a culture that values customer interaction in product-led growth</div><div class="kg-bookmark-description">Learn how to prioritize customer satisfaction by building your business’ work culture positively and empowering your employees.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.cmoalliance.com/content/images/icon/android-chrome-192x192--1--15.png" alt=""><span class="kg-bookmark-author">CMO Alliance</span><span class="kg-bookmark-publisher">Rebecca Madro</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.cmoalliance.com/content/images/thumbnail/How-to-build-a-culture-that-values-customer-interaction-in-product-led-growth.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><p>Employees at these companies feel connected to a larger purpose, increasing their loyalty and commitment. The internal brand becomes a key factor in why employees choose to stay and grow within the company, contributing to its long-term success.</p><h2 id="promoting-talent-and-leadership"><strong>Promoting talent and leadership</strong></h2><p>Some C-suite officers fear promoting their staff because they worry these talented individuals might leave the company after gaining more experience and recognition. This mindset can be damaging to the overall health of the organization. </p><p>Instead of fostering a culture of growth and development, it creates an environment where employees feel undervalued and stagnant. Talented employees are more likely to leave a company that doesn’t offer them opportunities for advancement and recognition.</p><p>C-suite officers should focus on creating a culture of empowerment, where promoting and recognizing talent is seen as a strength, not a risk. When employees feel their contributions are valued and that they have a clear path for growth within the company, they are more likely to remain loyal. </p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.cmoalliance.com/four-strategies-keep-nurture-top-marketing-talent/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Four strategies to keep and nurture top marketing talent</div><div class="kg-bookmark-description">Discover four proven employee retention strategies that can be applied to in-house and agency marketing departments.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.cmoalliance.com/content/images/icon/android-chrome-192x192--1--16.png" alt=""><span class="kg-bookmark-author">CMO Alliance</span><span class="kg-bookmark-publisher">Marisa Ricciardi</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.cmoalliance.com/content/images/thumbnail/nick-fewings-EkyuhD7uwSM-unsplash--1-.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><p>Leaders who take pride in their employees’ successes foster a culture of mutual respect and admiration, leading to higher retention rates and a more dynamic, innovative workforce.</p><p>A strong brand not only attracts customers but also top talent. For example, Google and Amazon are renowned not just for their products and services but for their employer brands. </p><p>These companies invest heavily in creating a positive workplace culture and promoting their brand values. This, in turn, attracts talented individuals who align with their mission and values, driving innovation and productivity. Never forget, your employees are your biggest asset!</p><h2 id="crisis-management-and-reputation-protection"><strong>Crisis management and reputation protection</strong></h2><p>In today's digital age, how a company responds to challenges can either reinforce or undermine its brand reputation. Effective crisis management demands transparency, swift communication, and a commitment to core values.</p><p>When a crisis hits, the public, customers, and employees closely scrutinize the company’s response. Companies that act with honesty, empathy, and decisive action are more likely to maintain or enhance their brand reputation.</p><p>This involves addressing immediate issues and clearly communicating the steps taken to resolve the situation and prevent future occurrences.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.cmoalliance.com/brand-strategy-for-startups-an-often-overlooked-advantage/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Brand strategy for startups: an often overlooked advantage</div><div class="kg-bookmark-description">I’m always a bit surprised, with how much brand marketing has evolved over the years, that there is still quite a bit of confusion around what it really is and where to start.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.cmoalliance.com/content/images/icon/android-chrome-192x192--1--17.png" alt=""><span class="kg-bookmark-author">CMO Alliance</span><span class="kg-bookmark-publisher">Joanna Lord</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.cmoalliance.com/content/images/thumbnail/Brand-strategy-chess-2.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><p>Reputation protection is about being proactive in identifying potential risks and having a well-prepared crisis management plan. This plan should include communication protocols, decision-making processes, and a clear understanding of the company’s values to guide responses. </p><p>Ultimately, effective crisis management is about living up to the brand’s promises during challenging times. Companies that handle crises well can protect and even strengthen their brand reputation, retaining the trust and loyalty of their customers and employees.</p><h2 id="final-thoughts"><strong>Final thoughts</strong></h2><p>Brand building isn't just a marketing tactic—it's a strategic imperative that influences every facet of business decision-making in 2024. From establishing trust and credibility to guiding growth and enhancing customer experience, the strength of a brand shapes how companies operate and succeed in today's dynamic market. </p><p>By investing in brand building, companies can not only differentiate themselves from competitors but also build lasting relationships with customers, attract top talent, and navigate challenges with resilience and integrity. </p><p>As we look ahead, one thing is clear: brands that prioritize authenticity, consistency, and purpose will continue to thrive and lead in the ever-evolving business landscape of 2024 and beyond.</p>  <a href="https://certified.cmoalliance.com/p/chief-marketing-officer-fellowship/?ref=cmoalliance.com"> <img src="https://www.cmoalliance.com/content/images/size/w1000/2022/08/CMO_Leaders_Fellowship_CTA_Banners_.png"> </a>  </div> <aside class="post-upgrade-cta hidden-upgrade"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--1-.png" alt="CMO Alliance icon" class="site-logo" /> <h2>Like what you see? Then check out tonnes more.</h2> <p class="post-upgrade-cta-desc"> From exclusive content by industry experts and an ever-increasing bank of templates, to 100s of hours’ worth of presentations and mentors, our membership plans are packed with awesome sales enablement resources. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="/#/portal/">Subscribe now</a> </div> </div> </aside> <aside class="post-upgrade-cta get-cert-cta" style="display:none;"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--1-.png" alt="CMO Alliance icon" class="site-logo" /> <h2>Get product marketing certified.</h2> <p class="post-upgrade-cta-desc"> PMMC™ unleashes product marketers’ potential. Lauded by leading lights like Facebook and HubSpot, it offers expert insights, priceless tuition, and awesome resources. No topic missed. No page unturned. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="https://certified.productmarketingalliance.com/p/product-marketing-certified-core" target="_blank">Get certified</a> </div> </div> </aside> <section class="post-full-authors post-full-authors-with-bio"> <section class="author-card"> <div class="post-full-authors-content"> <p>Written by: </p> </div> <a href="/author/marilena/"> <img class="author-profile-image" src="/content/images/size/w300/2024/05/Marilena-Christodoulides--4-.jpg" alt="Marilena Christodoulides" /> <section class="author-card-content"> <h4 class="author-card-name">Marilena Christodoulides</h4> <p>Marilena is a passionate creative and digital marketing enthusiast with a flair for turning ideas into impactful realities.</p> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </section> <section class="subscribe-form"> <p>Get industry insights</p> <form data-members-form="subscribe"> <input data-members-email type="email" required="true" placeholder="youremail@example.com" /> <br> <button type="submit">Join</button> </form> </section> <aside class="read-next"> <aside class="read-more-wrap outer"> <header class="read-next-card-header"> <h3><span>More in</span> <a href="/tag/branding/">Branding</a></h3> </header> <div class="read-more inner"> <article class="post-card"> <a class="post-card-image-link" href="/applying-b2c-tactics-in-b2b-marketing/"> <img class="post-card-image" src="/content/images/size/w800/2024/11/Applying-B2C-marketing-tactics-in-B2B-marketing-blog-1.png" alt="Applying B2C marketing tactics in B2B marketing" /> </a> <div class="post-card-content"> <div class="post-visibility-public" href="/signin">Members-only</div> <a class="post-card-content-link" href="/applying-b2c-tactics-in-b2b-marketing/"> <header class="post-card-header"> <h2 class="post-card-title">Applying B2C marketing tactics in B2B marketing</h2> </header> <section class="post-card-excerpt"> <p>As a B2B brand, you can leverage B2C tactics to engage customers, nurture leads, and drive growth in the omnichannel world. 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