Marketing philosophy side note: Brand value should not be measured in its ability to create customers and value. Brand is about getting the right customers. In many ways, brands help turn away more customers than they create. Brand helps you focus.
For me, a company or product brand has always represented one simple thing: The emotional response elicited by your customer when your product or company is mentioned.
Tying your product to a brand helps customers decide which product (relative to your competition) someone should purchase. If I want a safe car, I buy a Volvo. If I want a luxury watch, I by a Rolex. If it absolutely has to be there overnight, I go with FedEx. You get the point.
Now lets look at your job. In almost all ways, managing your application infrastructure is a thankless job. Whether you work for a corporate IT department, or manage a cloud application for thousands of other companies (SaaS), the opinions of your user base are typically the same:
Let’s look at the facts:
You manage software applications.
Your application will crash, your network will go down, or maintenance will eventually need to be scheduled.
Customers / end-users care about downtime.
The Politics of Down
Being proactive about the situation lets you frame the problem under your terms. This includes communicating the problem to your customer proactively, letting them know that you are on top of the issue and that you care about their situation. Additionally, and perhaps most importantly from your end-users perspective, it prevents them from wasting their time trying to guess when the application is going to be back up.
Treat downtime as another point of customer interaction that you can use to build an emotional tie they will have with your company or product. In other words, use it to build your brand.