Sometimes businesses are classified into a type of company that might cause issues for their brand.
In our business, we are "loan brokers." In a general sense, this is an industry that often comes under fire for unscrupulous behavior. We have to work hard to diffuse this.
We often work with borrowers who have had a bad experience with an SBA loan at a particular bank. They think this experience represents the SBA – but it is about the bank they were working with.
Does your brand have an "association problem," – and what do you do to try and fix it?