What happens when brands talk the talk but don’t walk the walk? Recently, employees from one of Canada’s largest and most-recognized telecommunications company have made claims that the company does not represent the values it touted in one of its most successful campaigns.
On my blog, i’ve stressed the importance of branding and having a brand that is true to what you and your company believe in. But if your brand lacks synergy with the reality of your operations, as is with the case mentioned above, there can be real and damaging consequences.
In my 20 years as a marketing leader and expert, I’ve helped craft brand identities from tried-and-true methods but have also born witness to countless brands that have failed to resonate with consumers.
So, what can a brand misalignment mean for your business?
1. Upset customers, bitter employees
In today’s digital age, there’s no hiding from a disgruntled customer. Social media and review sites have paved the way for upset customers to air their bad experiences with the click of a button. According to AdWeek, 81 percent of customers conduct online research before making a purchase. A good brand will ensure that the sales experience is a pleasant one and is based on the entirety of a customer’s experience with your company, not just your logo.
Additionally, employees have influence over your brand’s perception as well. With websites such as Glassdoor and Indeed, future hires and even customers can get an inside glimpse on what it’s like to work for a company–the good, the bad, and the ugly.
2. Bad PR
There’s an old saying that there’s no such thing as bad publicity....
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