Storm has continued its rage for many brands, eventually the big brands are going down. GM is now in the news. Advanced economy has been affected, major brands are declaring bankruptcy and aids are being requested. Staffs are being laid off. Many brands are still searching frantically for the way out.

A concerned brand owner asked me recently ‘what should I do after brand differentiation while the recession continues to bite hard’? For the sake of the individual above and many others out there, let us examine certain other factors that can help brand owners scale the recession as there is no clear sign from the economic experts as to when this will come to an end.

1. Offcore value: The age we find ourselves today demands that brands go extra mile in bringing solution to clients’ problem. One of the advantages Nokia initially offers was to make cover that can match people dress available to them. In other words, Nokia made phone cover f different colors available to those who buy the phone. This actually got the attention of their females customers as they all rushed for the brand. Think of additional benefits you can offer your customers without unnecessary cut throat charges that will chase them away.

2. Price reduction will not guarantee patronage: Many believe that reducing their prices below what others are offering will hold the magic. That is far from it. Be the brand that supplies untold value, give off core value, then you can scale through.

3. Encourage, empower your ambassadors: Your brand’s ambassadors are your people, stakeholders, workers or anyone who is helping in pushing the message. The time is hitting them too and they have personal challenges they are battling with. So they need encouragement. As brand owners, be interested in what goes on in their private lives and help them overcome their personal challenge as much as you can. Then you will notice they will be committed to the stake of brand’s success.

4. Build trust: This is a social capital that can go under if not proper managed. Be open to your customers and let them see your brand is on their sides and you will go extra miles to help solve their problems. Do have investor’s relations meeting, gather other stakeholders meeting and feel their pulse. More importantly, make them a strong community through the use of social media available. Cutting corners will not be a good strategy now.

5. Brand experience: Make contact experience great. That sounds simple but its work. Can someone share what has worked? Use the comment section.

In our meetings, I often have to answer the question “how does a personal brand manage his weaknesses’”. Most times it may be anti-social weaknesses, inability to keep promises, hot temper, and laziness among many others that individuals do have. Many are extremely concerned about this. They are of the opinion that theirs were too many. My simple answer is that there is no brand under the heavens without noted flaws, liabilities. The difference is in the ability of the brand to manage the weaknesses, override the weaknesses with the strengths, opportunities that are available in the brand. So in my study, I do try hard to provide answers to what affect personal brands around me. I do think the first step to managing personal brand’s liability is to first identify what they are.

One can not handle or face what is not identified. That is the major reason individual personal weaknesses must be addressed. If you need help you may see a consultant or ask friends who will be honest to say it as it is. The next step is to address the weaknesses. But this does not mean individuals should place all your energy in this. The focus majorly is to work more on your strengths and downplay the impacts of the personal liabilities. Always ensure that Brand You concentrate all energy on the positives that are in the brand otherwise, the brand can be weighed down. Thinking too much on the negatives do not pay. The other option is that Brand You must find ways to make the liabilities irrelevant by not given them unnecessary attention they do not deserve. Work hard more on meeting the needs of your market, accelerate value you supply, manage your communication line. Remember, we have said earlier that individuals need to be the chief communication officer of his brand. Be sure that you are on top of brand communication management.

 Continuously describe and promote your unique personal selling point but work on your character as well as integrity level. Be honest and transparent to your niche as they can see through the dark places. When  brand You is honest, sincere and open, people do forgive few shortcomings in a  brand as they know no one is a saint. Never lie to your niche that you can handle everything when you can not. Rather refer them to another brand that can do it better pending the time you will finalize arrangement at perfecting your liabilities. As we know, unlike in product branding where you can recall product failures, Brand You product recall may not be feasible.

In another way, do not be playing to your weaknesses, in other words never volunteer or pick up a job that exposes your weaknesses to the world. Always play to your strength. Have you noticed that left wingers who are not good with their right legs often stop the ball with the right but transfer the ball immediately to their left legs? May be to harmer your weakness, the best way is to collaborate. Teamwork will pay. Recruit or support your brand with other great personal brands that are skilled in the area of personal weaknesses and appreciate them for being a dependable ally even if they are your subordinates. Or is someone out there who has better offer. Share your experience on how you have handled yours. That will be great. I hope to hear from you.