The key to branding in today’s complex world of social media is brand integration, according to a recent white paper from Optima Group, called The Brave New World of 2011.

Banks are among the least-trusted brands, according to Forrester’s annual Customer Advocacy study, demonstrating the upwards battle these institutions face when it comes to their reputation. But while this appears bleak, there is hope, according to Optima.

“However, it may take a few shots of brutal honesty with a heavy chaser of willingness to change,” says the white paper, giving the example of the overhaul Domino’s Pizza had to implement to turn around its previously dismal reputation.  

“When tackling something as daunting as a branding integration effort, it’s critically important to start by taking a step back,” says Tracy Hubbard, the firm’s creative director.

To view the white paper, including detailed advice on turning your brand around, click here.