Brand equity is the measurement of trust built up over time through an interconnected series of favourable actions with your customer. It’s this equity – often amounting to thousands of pounds in additional profit – that’s what separates a branded product from its rival. Unfortunately, what took years to build can be destroyed (or at least severely damaged) in an instance of brand complacency. Loyalty is key to having a successful brand but the minute you take it for granted is the minute you ignite brand hatred. If you don’t want to see that dreaded hashtag of #EpicFail on your Facebook wall then watch out for these deadly brand sins!
1. Sloth “We care about you—your call will be answered in 600 minutes.”
“Ignore me at your own risk – I’m not just one customer anymore. I’m me, and my social media-empowered army of friends and associates. Make us wait longer than we think we deserve in your shop or so-called ‘hotline’, and our wrath will be heard faster than you can say – how can I help you?”
Two-thirds of us will leave and never come back, but that’s just a fraction of your problem. A mighty minority of us will attack you like ninjas on forums or Which or some other rating service, leaving a lingering trail of forewarning rage. Yes, be afraid of sloth!
2. Avarice “What do you mean your service doesn’t work as expected?”
This one is as easy as 1-2-3. One, over-promise; two, under-deliver; and three, duck and cover. Everyone hates feeling as though they’ve been ripped off. This is less about the feeling that you paid too much for something. Sure that hurts, but that’s usually on us for not doing our homework. No, this is paying for what you think is a premium service only to find out it’s unreliable or doesn’t perform as advertised. That tactic will guarantee recognition, however, it will most likely be on the ‘The Most Hated Companies in Britain’ list.
3. Wrath “You’re very upset? How do you think I feel?”
Chances are I wouldn’t last five minutes on a customer service desk, especially when the fourth caller in a row refuses to realise that his problem is, in fact, a user error. Be that as it may, shouting back at your disgruntled customers in person, on the phone or online is a shortcut up the creek without the proverbial paddle. Even in the face of ‘wait until you hear this one’ user incompetence, customer service interactions have to start with a bit of empathy and be driven by the sincere goal of turning each and every detractor into a brand promoter.
4. Gluttony “We’re so happy you’re our customer. Want fries with that? Want to go large?”
We get it. Just about every business wants to sell more products, usually with a priority to its existing customers. Reaching out to your established customers in person or via email, direct mail, or phone can be beneficial to both parties, especially if the interaction coincides with a need cycle. Often enough is way more than enough. Crossing that line replaces receptivity with fervent animosity, followed by an angry tweet decrying the 13th contact by brand X that particular week.
5. Pride “Honestly, we’re too busy right now to care about your little problem.”
The flip side of overselling is acting disinterested. This is particularly the case in social media when brands have a presence, but consciously or unconsciously ignore relevant conversations. To label this behaviour as prideful may be a stretch, though it does send a message that the brand simply can’t be bothered to converse with the masses. The big risk is that you could unwittingly ignore a customer with influence who responds by turning your cold shoulder into a hot topic.
6. Lust “Nice to see you again Mr. Jones. You there, get back in line.”
Showing preference for one type of customer over another is tricky business. Airline reward programs come with a sense of fairness: Fly more often, and you’ll enjoy clearly defined perks. But treat one customer better or worse, and you’re begging for animosity. For example, the company that breaks protocol to respond faster to an outage at a celebrity’s house will get an earful from the regular (and ignored) guy around the corner.
7. Envy “Did I mention we’re just like Apple, only…”
Perhaps this has happened to you? You’re shopping for something and the sales person says, “This is just like the leading brand, but much cheaper.” So you buy it, head home, and open the box only to discover that instead of saving money, you wasted it on an inferior product. Yeah, that ticks me off big time, especially because it’s easily avoidable. It’s OK to make cheaper products (in fact, thanks for giving us choices) as long as you manage our expectations and don’t pretend to be something you’re not.
“The opposite of loving a brand is not hate, it’s indifference!”
There’s a silver lining within all this talk of dislike and sins. Customers who express brand hatred are a bit like the friend that tells you about the spinach in your teeth. It’s embarrassing for sure but not as bad as the real enemy here, which in indifference. Vocally angry customers are creating the opportunity for your brand to address their issues. You just have to be listening, and then try to remedy the situation. Indifferent consumers are quietly unsalvageable.
This article first appeared in Craft Focus, the leading magazine for the craft trade.
About the author
Michael O’Connor is a partner at Grey Sergeant and specialises in marketing communications and PR in the craft and creative industry. Grey Sergeant provides strategic advice and planning and promotes businesses through integrated marketing, media relations, social media, digital marketing and events. For more information please contact firstname.lastname@example.org