So you’ve looked long and hard at how your brand is managed, and it’s clear that the truth has been allowed to slip.
If you no longer want to be managing a deceitful brand, how do you find a way back?
1. Start by setting new rules. Articulate “new rules of brand” that set out in a clear manifesto form what you will do and won’t do going forward.
If necessary, revisit the values and behaviors that have condoned how your brand has been managed in the past.
2. Look for quick wins. What are the immediate things that you can do to turn around how your brand is managed? If you’re making claims you can’t back up, for example, either alter the claims to make them realistic or seek further substantiation.
Quick wins do two things.
They establish momentum, and they signal that you are serious about the changing of the guard.