You’ve put in the hard work to create a great product / service, and you’re enjoying some success. The last thing you want is for your brand to be tarnished by an easily avoidable error. Let’s take a look at some of the most common ways to unwittingly cause damage to your brand – and how to make sure you don’t make the same mistakes.
The problem: Damage to a brand’s reputation doesn’t always happen with one single, disastrous incident. Sometimes consumer confidence in a brand can be eroded gradually – or never won in the first place – because not enough care has been taken to implement an effective brand identity. If you haven’t done your homework, your marketing activities are likely to be inconsistent, creating mixed messages that can be confusing to customers.
Solution: Do the groundwork. Discover your brand identity and make sure all your communications are consistent and on-brand.
The problem: Some businesses only see customers as a means to an end. They’ll do anything to maximise profits and get punters to part with their money – whether that involves tricking them into signing up for marketing materials, making them jump through hoops to redeem offers, or even lying to them about the safety or effectiveness of their product. But by disrespecting your core audience, you’ll ultimately end up breaking their trust – and losing their custom.
Solution: Look further than one quick fix. Play the long game and build up your brand reputation by earning the trust of your customers, and you’ll be rewarded with a loyal fan base, with satisfied clients who are happy to recommend you to others. Create raving fans!
3. Poor judgement
The problem: Misjudging your audience can backfire horribly. Just ask Gerald Ratner, who famously criticised his own product during a speech, which ultimately cost him his jewellery business.
Solution: Know your audience, and listen to them. By understanding your target demographic and what makes them tick, you’ll be better placed to use good judgement about what you say and how you say it. Only do so if they are relevant and sympathetic to your clientele. Taking part in my brand workshop can help you with making the correct judgement and therefore targeting by offering a powerful insight into your audience.
4. Radio silence
The problem: We’re living in a world where one unfavourable review, handled wrongly, can spell PR disaster. Every brand needs to be on the alert and react quickly when faced with comments and criticisms on social media. It can be tempting to ignore the problem and hope it goes away, but there’s nothing worse for frustrated customers than an unresponsive company that doesn’t seem to be listening to their concerns.
Solution: Protect your brand reputation by creating a social media strategy that outlines how to respond online. Make sure everyone is on the same page, so that the voice coming from your company is always calm, professional and reasonable. It’s OK to take the conversation out of the public eye, but you need to show that you’re listening – so always post a comment to let someone know you’ve responded via private message.
Need tailored advice on brand communications? I can help. Read more about my branding services or contact me for a chat on 07557 768107.