Stand by Your Brand

Some employees vent their work frustrations on personal blogs. Discourage employee blogging that could create a negative company image or damage your reputation. Blogs also increase conflict within the firm by giving bloggers an alternative to facing and resolving staff disagreements.

“We tell employees that we’re not trying to control you, but it’s important that you understand how your actions can affect the company. And if you’re negative at home, you can’t turn that off when you come to work,” Kretsinger says, adding that he also tries to encourage direct communication and conflict resolution.

Make sure other business practices also support your high-quality product. Present an organized public image. Show up on time to appointments, or call to say that you’ll be late. If clients see your offices, keep them clean and neat. “If your office looks like a dump, you may be perceived as of lesser quality,” Kretsinger says.

Be honest about your firm’s size and capabilities. Don’t try to pass off a sole proprietorship as a large corporation. “Be honest about who you are,” says Mike McMillan, chief creative officer at the Minnetonka-based Introworks, which offers branding and marketing communications services. “They’re going to find out anyway.”

Admit mistakes, even when you’d rather not. “You need to be honest when it’s hard, not just when it’s easy,” Bendt says. He notes a recent incident in which a Valleyfair amusement park rollercoaster went off the tracks. The company handled it well, inviting the media to the site, explaining the accident, pointing out the park’s 30-year safety record, demonstrating safety protocols, and offering concern for those who were in the accident. An honest admission of error—and a plan for fixing it—is rare, and makes a powerfully positive impression.

Finally, Lilienthal says, be consistent. If you position yourself as a top-quality firm, everything that represents you—from Web site to business cards—has to reflect that standard. “We see how willingly people cheapen their brand,” he says. “They want to be the leader, but they choose cheap materials.” Choosing a better grade of paper or quality convention materials costs more, but helps maintain your image.

Legal Protections

Not every brand defense can be covered by good business practices—sometimes legal protections come into play. As she works with clients, Little says, she’s very clear about what work products the customer owns and which belong to her. This step is especially important for firms that provide design services or traffic in concepts, such as ad agencies and architectural firms. Little says clarifying ownership issues helps her avoid conflicts.

She also advises clients to protect their intellectual property with trademarks or copyright. “That in itself can be a defense, because it can stop someone from taking the next step in stealing intellectual property,” she says.