Domesticity diva Martha Stewart has a personal brand that has survived adversity. Convicted of conspiracy and obstruction of justice in an insider stock trading case in 2004, Stewart spent five months in federal prison, then launched a highly publicized comeback and returned to daytime television. Her business made a strong comeback right along with her. What did Stewart do that "Swindler of the Century" Bernie Madoff didn’t?
She kept living her brand.
Through adversity, obstacles, personal attacks, smear campaigns, big mistakes and any kind of personal crisis—you must continue to be faithful to your brand’s promise of value to your customers and your public. Madoff’s personal brand promise was one of financial protection and prosperity for his clients. What he dished out instead was financial ruin. The emotion he promised was peace of mind. Now many of his clients feel anguish and despair.
Stewart, on the other hand, got out of prison and doggedly returned to providing the familiar products, tips and entertainment promised by Martha Stewart Living. She salvaged her personal brand—but Madoff cannot possibly salvage his.
If your brand is that you are the “Banker With All The Answers,” be ready to deliver on that promise. Even if you don’t have an answer to a customer’s question immediately, follow through by finding the answer, and get back with that customer as soon as possible with the information. If you don’t follow through, then you’re not living your brand.
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