If you're an entrepreneur, you know your business is like your child. Handing your brand over to a third party to use is like dropping off your five-year-old on the first day of school.
It's painful when people misrepresent your image. Our stores recently participated in an effort by our town's business development organization where businesses were asked to donate something for a grand prize draw to take place at the town's annual festival. The lucky winner would get a gift certificate or package of goods or services from all of the participants and in return, the businesses were featured in the marketing for the event. This is what was on the poster...
Our toy store is called Inquisitive Toy Company, not "Inquisitive Toys" which kind of sounds like a place where you'd find marital aids, not puzzles. Granted, our Facebook and Instagram handles are "Inquisitive Toys" but only because of character counts. Three more seconds of thought put into making this promotional poster - in Microsoft Word - would have fixed the problem.
This is the risk we take when we let third parties use our brand. We don't have control anymore and even the most professional of advertisers don't always handle client branding properly. Don't ever think you're not well within your rights to call someone out for mishandling your brand, particularly if you've paid them or furnished consideration. Your brand is sacred and it means something to your customers. Consistency is key and you should make that known when you agree to lend it as a sponsorship or to an advertiser. Ensure that they have the proper name and it's spelled properly. Send them your logo and any accompanying brand elements in the format they request so that there is no need for editing. We have a brand book (I'll upload an example someday soon) that outlines in detail the proper usages of each brand element; the fonts, colours, usage situations, voice and themes of social media posts, and dos and don'ts. If it makes you a stickler by sending this along everytime, good. Your advertisers and sponsorship recipients will take it seriously.
You want your brand to be top of mind when customers are making a purchase decision. Often, having third parties promote your brand for you can be lucrative, save time, and may even be free. The cost comes when your brand image is eroded and loses credibility because of someone else's carelessness.