British Petroleum’s oil spill in the Gulf of Mexico is an example of how a strong company brand can be destroyed instantly. It’s costing the company a heap in terms of human resources and dollars to salvage their brand. We can all learn from BP’s misfortune by not losing control of our company brand.

It’s a good idea to periodically refresh employees as to what your mission is and how your brand is defined. Is service or price number one?  How about integrity or quality? There are no “right answers” but everyone needs to understand and effectively communicate the company’s differentiators and core strengths. Those key messages have to be consistent in all forms of communication, marketing and social media.

The brand’s content needs to be consistent with how it visually appeals to its customers. West End is a good example of how a brand can totally remake the image of a company by fine tuning it’s product line.  But this can not be done on a whim. You need to understand the needs of  your current and potential customers. The trick is not alienating current customers in the process of trying to expand. Check out Fuel Your Branding for more on the visual aspects of branding.

Brands can emulate a rollercoaster ride. Take Apple as an example. They release the new iPhone 4; brand value goes way up. But the phones are difficult to order due to technical glitches; brand value goes down.  Then they are unable to fulfill the large quantity of orders; brand value goes down further.  Unfortunately, these setbacks happen, but how you handle these situations can positively or adversely affect your brand. Apple addressed the iPhone 4 delays head on with an apology and explanation (they were totally unprepared for the volume because it was way more than previous iPhones); brand value goes back up. Then there is the problem with the antenna; brand goes back down. The goal is to not have these types of hiccups, but life is unpredictable and therefore all companies need to be prepared to handle these bumps in the road effectively.

Maintaining a brand is more than having a pretty new logo every year. It’s about knowing what your brand is and communicating that both internally and externally. It’s vital to avoid actions which degrade your brand and when necessary, doing damage control. Remember, it takes years to create a positive brand, but one wrong move and it can be destroyed overnight.

Unlock the ball and chain
Stop checking your Inbox every time a message pops up.  It’s a distraction and  prevents you from doing your job effectively.  Check your email first thing in the morning and respond to time sensitive messages, then close out of your email program. Don’t just minimize or turn the volume down so you don’t hear the “ding”. Turn it off for ONE HOUR and yes this means you also can’t check your Blackberry or iPhone.  Follow this same pattern throughout the day, you’ll be amazed how much work can be accomplished when you are not being distracted every 2 minutes.

Don’t be super email man or woman
Responding to every email within 30 seconds of receiving it may sound like a great idea, but it comes at a price.  Yes, your client or co-worker will appreciate the quick response, but it may also set the expectation that you will  respond to every email within 30 seconds.  If it’s urgent, respond. However if the request is not time sensitive, mark it as “to do” and come back to it later.” What if I client needs to reach me and I am not on Email?”  Trust me, if it’s an urgent matter, they will find a way to reach you. Another option is to set an “Out of Office” message letting people know when you will respond to their email.

Spam-a-lot
Spam accounts for upwards of 30 percent of all email.  Use your spam filter to identify and sort out spam from your Inbox.  Take the time to mark mail as spam so your system can appropriately block future messages.  Tired of getting the same ten emails from the same company?  Don’t just delete the email, update your spam filter and take the time to unsubscribe from those unwanted email lists.

CC’ing everyone – including your grandmother
Avoid the temptation to copy every person in your office on every email.  Unless there is an action item or a specific need to copy people, don’t. They will thank you for it later.

Filters are not just for coffee
Use the tools your email program already has to help you manage your Inbox.  Set up filters to reply or file messages appropriately.

Keep it short and sweet
Email messages should be short and to the point.  Remember everyone else’s Inbox probably has just as many unread e-mails.  Use proper grammar, be concise and have a well thought out message with a clearly defined action. Remember people cannot often hear the “voice” behind the content of an email. A phone call or in-person meeting is often the best method of communication, especially if you don’t have good news to share.