You've worked day and night, perfecting your products, curating a stellar online presence and gaining a loyal customer base. But even before you enjoy the leisure of selling your first product, your reputation falls, thanks to the scammers. The customers who bought the product, immediately regret their decision and blame you. The following social media storm tarnishes your reputation.
A nightmare, isn’t it?
According to a survey by Trustpilot, 89% of consumers openly admit that they'll switch to a competitor if they lose faith in a brand. That's why you need to armour up your brand against potential threats of counterfeiting. One powerful way to do this is by forging partnerships that resonate with your values and mission. Let's break it down.
Choosing the Right Allies
Remember, you're only as strong as your allies. Partnering with the right organizations can be a game-changer in maintaining brand authenticity and weathering storms.
According to a Nielsen survey, 66% of global consumers are willing to pay more for products and services coming from companies committed to positive social and environmental impact. When brands team up for a cause, their impact is amplified. Google and WWF's partnership for Earth Hour is a great example. In 2021, the digital giant turned its homepage black in support of the campaign, reaching an astounding 1.3 billion people. That's the kind of exposure and positive association that any brand would hope for!
Detecting Brand Threats: A Team Effort
Protecting your brand doesn't mean just putting up walls—it means having a surveillance team to detect potential threats. This is where partnerships with other agencies come into play.
1. Safeguarding the Intellectual Property.
Your IP is the single most valuable thing your brand could ever own. Whether it be a groundbreaking invention or the people’s favourite brand slogan, without proper IP protection they can become the downfall of your brand. And that is exactly why you should take the primary responsibility of securing your brand’s Intellectual property rights such as trademarks, patents or copyrights.
The first and foremost thing you could make sure of is to register your IPs. If you have already done that, skip to the next step of partnering with an anti-counterfeit agency. What that means is, that your IP and your products will be safeguarded by anti-counterfeit solutions like Certify and Truviss, which stop unauthorized usage of your trademarks, such as brand name, logo or product design. Certify helps you to easily track your products in the offline market and identify the perpetrators instantly, whereas Truviss allows you to protect your IP across cyberspace, giving you a heads-up in the online markets.
2. Securing the Online Realm
In today's digital age, your online presence is your virtual storefront. And just like you wouldn't leave your physical store unguarded, your online domain needs protection too. This is where partnerships with cybersecurity firms come into play. They're the gatekeepers who ward off hackers, protect sensitive customer data, and ensure your website doesn't turn into a malware hotspot.
Take the example of Shopify, the e-commerce platform that powers over 1.7 million businesses. They've partnered with cybersecurity experts like McAfee to offer online store owners airtight security options. When your brand's livelihood is online, a trusted cybersecurity partnership isn't just a luxury—it's a necessity.
3. Customer Support Collaboration
We can't talk about brand protection without diving into the realm of customer support. You know the saying, The customer is always right? Well, it's more than just a phrase; it's a brand-saving mantra. Partnering with customer service agencies or incorporating AI-driven chatbots can elevate your customer support game, ensuring that customer concerns and complaints are addressed promptly.
Zappos, an online shoe and clothing retailer were renowned for its exceptional customer service. Their partnership with customer support experts wasn't just about solving issues—it became a brand differentiator. It showcased their dedication to customers, further strengthening their brand's integrity.
4. Social Media
Social media is a powerful tool for brand promotion, but it can also turn into a wildfire that engulfs your reputation if not managed properly. This is where partnerships with social media management platforms come into play. These tools help you schedule posts, monitor mentions, and respond to comments across various platforms.
Remember the United Airlines PR nightmare? A passenger's forced removal from an overbooked flight went viral, sparking outrage worldwide. United could've saved face if it had a partnership with a social media management platform to detect and address the crisis before it spiralled out of control. Lesson learned? Don't underestimate the power of a timely tweet.
5. Influencer Collaborations: A Double-Edged Sword
Influencers, the brand ambassadors of the digital era. Partnering with influencers can skyrocket your brand's visibility, but it can also backfire if not approached strategically. Remember, authenticity is key. Partner with influencers whose values align with yours. Collaborations should feel like a natural extension of your brand, not a forced marketing ploy.
When Nike partnered with basketball legend Michael Jordan, it wasn't just a business deal—it was a cultural phenomenon. The partnership revolutionized sports marketing, and the iconic Air Jordan sneakers became synonymous with both basketball and style.
The Ultimate Brand Guardians
Building partnerships isn't just about networking—it's about safeguarding your brand's essence. From purpose-driven collaborations to cybersecurity alliances, every partnership you forge is a brick in the fortress of your brand's reputation.
Remember, your brand is more than just a logo—it's a promise, a personality and a connection. So, when you're out there, hustling to establish your brand's presence, don't forget to form alliances that resonate with your core values. In this digital age, your partners are your ultimate brand guardians, protecting your identity even when the virtual winds start to howl.
