How to Avoid Brand Scares Part  2

How Slammed Is Your Door?

Following is a test to help determine whether your door (so to speak) is wide open to securing your brand, partially open, or slammed shut. Again, remember that all brands are experienced by some form of “customer,” even if that customer is a boss or co-worker! Rate how strongly you agree that each of the following fresh statements applies to you today from 1-5, with 1 equaling strongly disagree and 5 equaling strongly agree:


5Wait, that’s really, really true about me- Strongly agree

4That would be me- Agree

350/50 sometimes, sometimes not- somewhat agree

2That absolutely has nothing to do with me-Disagree

1Let me take the fifth on this- Strongly disagree

1.   I make customer satisfaction my number one priority, even if the customer makes what seem to be unreasonable demands.

2.   I actively monitor social media networks for commentary about my brand, or use a third-party service to do so.

3.  I have a qualified attorney on retainer to quickly resolve any brand-related legal disputes before they attract attention.

4.  I maintain Facebook and Twitter pages to spread positive word about my brand, including customer testimonials.

5.  Even when customers seem satisfied, I always go the extra mile to satisfy their requests.

6.  I engage in active dialogue with my customers and demonstrate through actions as well as words that I always listen to criticisms and complaints and take them seriously.

6.5. No matter how insulting or unreasonable a customer may become, I always maintain a calm, professional demeanor and never stoop to their level.


Now that you’ve taken the test, let’s analyze how well you are securing your brand image:

If you scored from 7 to 13, your door is slammed shut. You are ripe for negative publicity from dissatisfied customers, and are exposing yourself to lawsuits that could cause significant monetary as well as image damage.

If you scored from 14 to 20, your door is open a crack. You make basic efforts to ensure customer satisfaction, but aren’t doing the necessary follow-up.

If you scored from 21 to 26, your door is open halfway. You take a “the customer is always right” approach and follow up with customers to ensure they remain satisfied, but are not vigilant about looking for other signs of trouble, such as negative social media comments.

If you scored from 27 to 33, your door is open three-quarters. You provide excellent customer service during and after transactions and perform vigilant follow-up, but still are not going “the extra mile.”

If you scored a 34 or 35, your door is wide open. You make sure customers (and even former customers) are happy with your products and/or services and actively monitor social media and other public forums for any signs of trouble. When problems do arise, you immediately take the necessary steps to resolve them before they attract attention. No matter what the situation, you always maintain a professional demeanor and image.

GAP – The Great Action Plan

I will conclude today’s look at securing your brand against things that go bump in the night with a Great Action Plan aimed at helping you secure your personal brand image. To truly secure your brand image, you must determine exactly what steps you must take to satisfy existing customers both during and after transactions and maintain awareness of what is being said about you in public.

Now using the information above, what will you do to close the GAP?  What’s your Great Action Plan for nailing a brand that will yield personal, economic and professional success?

What will you do today? _______________________________________

What will you do this week? _______________________________________

What will you do this month?______________________________________

For leadership coachingprofessional development training, customer service trainingcustomer service tips, college success tips, or to learn how to build a personal brand, how to improve customer service, or  how to succeed in college, contact Michael D Brown, a premier leadership speaker, customer service speaker, and college motivational speaker at,, or

« »