Dang it baseball! I grew up loving this “Great American Pastime”. Every night after school I’d beg my dad to take me out to play catch until the sun went down. Grounders, Pop-Flys, dives in to the seats (or bushes in my case), the hard line drive – Dad had me act out all the possible scenarios except one – the steriod one.
Now baseball seems to be getting some bad PR: from the Barry Bonds binge on the “cream” to Jose Canseco making money by ratting on everyone, many fans like me have a hard time wondering who isn’t on some kind of performance enhancer.
The other day I watched parts of the Roger Clemens and Brian McNamee hearing, which was a waste of time. It made me so mad to know that one of those guys is straight up lying to everyone, including himself. How can this happen? What are these guys thinking? I don’t know enough about the entire story to take a big stand either way, but I really hope for baseball’s sake that Roger is being honest. He’s been a Cy Young Award winner. A World Series star. And now, even if he’s not convicted, people will label him as part of the “Doping Era”.
How does this tie in to what I generally talk about at MollerMarketing? I could take it a few ways: brand management, the power of press releases, or viral marketing strategy. I’ve read quite a few articles lately about brand management and how helpful it can be to build the credibility and long term existence of your business. Wikipedia.org has this to say about brand management:
Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the product’s perceived value to the customer and thereby increase brand franchise and brand equity. Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with future purchases of the same product…
One thing I’ve learned about brand management is that it’s never too early to start protecting your brand. I’ve also learned that there are multiple ways to do so. Tony Wright mentioned the following six strategies to protect your brand. Let’s see how Roger Clemens meets up (think about these with your new online business as well):
- Keep your customers happy: “The Rocket” has done this for many years. The question is now, did he do it legitimately or not?
- DonÃ¢â‚¬â„¢t screw ex-employees: BZZZ! Pardon the language here but it doesn’t look too good for Clemens or McNamee on this one. Someone is screwing someone in the Clemens/McNamee trial!
- DonÃ¢â‚¬â„¢t screw partners: Weren’t Clemens and McNamee really close friends at one time? In the world of business and business partnerships, the Golden Rule still applies. If you want someone to take care of you and help your business grow, you better treat them the way you’d like to be treated.
- Practice good business
- Practice good customer service
- Admit your wrongs Ã¢â‚¬â€œ through the proper channels: I skipped going in to any detail on the prior two because this one by far takes the cake – one of these guys is completely wrong. It’s time they cut to the chase and just be honest. In online marketing, there are times when we all make mistakes. The best companies acknowledge those mistakes and do the best they can to resolve the problem. By going the extra mile with clients, even if the experience wasn’t a perfect one, you’ll generally leave a positive impression on the people you work with.
Keep these things in mind as you continue to build your prospective businesses. The sooner you start protecting and building your brand, the better off you’ll be in the long run.