Though we often advise our clients to protect the integrity of their brand, we recently learned how important this is for ourselves…the hard way. Coming out of a dynamic strategy session with the entire ConceptLink team and advisors, we were inspired to find new ways to articulate our philosophy and why we exist. After finding a quote that was strongly aligned with our mission, we quickly began using it but failed to do sufficient research on the person being quoted.
We later learned that the person quoted had a questionable reputation and had been under public scrutiny decades ago. While the message was certainly inspiring, it would have been detrimental to continue to associate our own brand with such a questionable figure.
We’ve learned the hard way and are now offering this advice to others: Do the research necessary to protect your brand. Despite your best intentions, the reputation of those around you and those with whom you associate can influence the way others view your brand.