How well do you manage your brand?

Posted by: Krishna De | Posted on: September 19th, 2006 | 0 Comments | Posted in: Uncategorized

Last week I received an email announcing a new book that showcased some of the leading internet female entrepreneurs on the web.

Wow I thought – it would be great to have a goal of being a book like that in a couple of years time.

Some of the people included were Alexandria Brown the Ezine Queen and Lorrie Morgan Ferrero of Red Hot Copy.

I wonder how they and their colleagues reacted when they saw finished product? 

Some of the other experts included some of the women I have had the honour to interview through my teleseminar programmes including Jenny Hamby and Dr Jeanette Cates.  And then there is the fabulous Andrea Lee of Multiple Streams of Coaching fame.

I am sure the content is fantastic as these are all great experts who I respect highly. 

However the publisher has done the most shoddy job I have ever seen – the book cover is atrocious and the photographs of the experts on the web page for the book are low resolution and look horrific.

We do judge a book by it’s cover and what I think is ironic is that I heard the publisher on a teleclass just last week promoting their programme to support people who want to publish their book saying just the same – and yet their execution of what they tell others is so substandard that I am going to use it as an example for my clients of what not to do!

I am sorry to say that I was considering referring some of my client to this publisher, but now based on what I have seen they have lost my trust and my referrals and therefore income.

So what is the learning in this? 

Be careful who you associate with, what their brand stands for and how it is depicted.  These experts have I am afraid reduced the impact of how their strong premum brands are perceived by not having had an agreement or understanding how their brand will be presented – I am sure they are less than happy and I would be suprised if they drive their own news letter readers and members of their community to the page to purchase the book.  If they do then I have to question their judgement as I certainly wouldn’t.

What was a possibly unique and wonderful idea has been salyed in it’s potential success by it’s shoddy execution.

For me it has added a process check in to my joint venture collaboration agreements – I was about to collaborate with someone around a branding publishing contract – I now will be asking for more information up front before I provide any information.

Who you associate with does impact your brand – so take care to nurture it everyday.  Too wide an exposure in the inapporpriate media or format can depreciate your brand equity.