Your brand identity is possibly your most valuable asset—that's why you need to protect it. Especially in this day and age when organizations and service experiences can be reviewed and shared instantly, it doesn't take much to hurt a reputation you've worked hard to build.
In today's interconnected world, a comprehensive company security plan that utilizes technology to detect and prevent attacks not only protects your organization—and those within it—from harm but also helps safeguard your brand from damage.
Keep Your Guard Up
Regardless of advances in security technology, there will always be attempts to subvert it. Fully protecting your organization—and your brand—from harm requires a company security plan that not only addresses cyber attacks but also potential physical breaches to your corporate campus or headquarters.
A solid plan requires preventative planning as well as round-the-clock security monitoring. Security breaches are most likely to occur at times when your organization's guard is down, such as over holidays when staffing is low or during large events where personnel are distracted.
Combine personnel resources with security software capabilities to plan for the worst while reinforcing the best possible outcome. Have a team on hand to respond to issues in real time. The quicker you can identify and properly address a security breach, the easier it is to recover from any damage sustained. It is better and less costly to your reputation if you—rather than your customers—discover an issue.
Make the Extra Effort
Every employee should be working to strengthen your brand by striving to make all interactions with customers as positive as possible. Your brand image is built on these interactions. When your staff goes above and beyond expectations, customers become lifelong brand promoters.
Elevating the customer experience means trying always to say yes and find an answer when a customer might expect you to say no. As an example, on a college campus, rather than ticketing families who have parked incorrectly at a high-profile campus event—like graduation—have your security team help them find a parking spot in an approved area instead to ensure a positive experience.
Just as a series of over-the-top positive interactions can boost perception of your brand, a single, negative interaction can be extremely damaging. Do your best to mitigate the likelihood of negative experiences.
Highlight positive things happening within your organization and publicize successful customer interactions. The more positive attributes that are associated with your brand, the more resilient it will be should a security breach occur.
Build Strong Support for Strong Defense
Potential threats are always present, especially as your company grows and awareness of your brand increases. Security breaches can have serious implications for the health of your business and its reputation. Protecting your company—and your brand—from damage requires a two-pronged approach.
First, technological diligence is necessary for round-the-clock cyber and physical security, especially in factories where your company's products are manufactured or medical facilities housing temperature-sensitive materials. In these instances, security breaches can result in public health risks capable of doing irreparable harm to your brand. Empower your security department by improving their capability to conduct regular check-ins to better protect against this risk.
Simultaneously, stress to your employees the importance of of going the extra mile to build and maintain a strong brand identity through positive customer interactions. Combining your efforts to both build and protect your brand will help ensure it withstands the wide range of potential threats present in today's world.
