Into an organization’s growth cycle, a brand identity crisis can emerge at any time. An established business or a new one, a crisis can come into any form & hit which can affect the brand’s identity & image. The reputation of a brand is vulnerable more often than it is expected to be. There is a mental picture of the product in the minds of the people that are relatable to them. The image is strategically crafted into the psyche of people. But a single wrong move can severely affect the brand’s perception of the market.
Brand identity crisis occurs when there’s a fundamental disconnect between how a company perceives its brand & how it is received by the public. At times, the brand also stops reflecting the company’s philosophy. It can lead to confusion, a mix-up of brand’s essence & deterioration in consumer trust & loyalty.
The brand crisis has undergone an impeccable transformation as it mirrors the major shifts in communication technologies. The brand crisis sphere took a historically new turn with the advent of mass media. Real game change emerged with the rise of the internet & social media. The decentralization of information diffusion empowered the consumers to become the producers of content which altered the dynamics of reputation. The online platforms, review sites, & social media networks provided pioneering visibility & enhanced the impact of reputation on business.
The brand identity crisis is an unexpected situation wherein a lot of aspects need to be monitored. The identity crisis can stem from many quarters including shifts in cultural norms, competitive marketplace changes or internal corporate upheaval. Brand identity is a pivotal aspect of a company’s overall brand message & strategy. A brand can be an inspiration or a friend. It can be the change you want to see in the world or come as a future you want to step into. At the center of this is the idea of this magic trick.
Among the various companies, many of them get hit by unexpected obstacles for many different reasons. There are circumstances when a company does not tackle the customer complaints seriously & the reputation goes down, which directly affects the sales figures. Anytime a brand makes a mistake, in recent times, it is extremely important to own the mistake & oblige towards bettering it. Brands cannot ignore & shrug it off, but it also depends on what the intensity of the mistake is. Quick response & accurate intent of solving customer complaints should be the approach of brands. Here are some steps for it:
A lot of companies are not prepared to face a crisis. Most of the time the crisis comes uninvited. A cybersecurity attack or reputational crisis can turn a normal day into a horrific nightmare. The goal at such times should be limit the effect of the incident & keep the business running smoothly.
Brands understand that leadership in the 21st century means more than simply having economic power. As consumers are becoming more interested in the story of a brand’s formation, they also look at how a brand is adapting to sustainability. Consumers look for value creation & brands have an opportunity to exercise the same to build authority & consumer trust. It builds a reputation in the minds of the consumers.
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