We’ve all seen those cringy moments when a brand says all the wrong things. They make a miscalculated post on social media that makes everyone stop and go “What did you just say?” It’s either completely off-brand or totally ignorant of current discussions.
What makes it worse is that it’s often completely avoidable. Take it from this Brisbane brand agency, all it takes is a second to consider a post, review, newsletter, or campaign before you click send. Have a checklist of things you absolutely cannot say to ensure that it doesn’t tick any of the wrong boxes. To help you out, here are 5 things your brand should avoid saying at all costs.
1. Overtly political messaging… in most cases
Most people are tired of politics and tokenistic political gestures. It’s also a minefield to walk through. Making the wrong move is one of the fastest ways to alienate your fan base. Businesses have been “cancelled” online and lost a significant amount of revenue through a single misstep.
Of course, there are exceptions to these rules. If your target audience is a particular political group, then you can absolutely participate in political messaging. Just be careful, it still can be a minefield. Political opinion can change rapidly. It’s critical to have an ear on the ground to ensure you remain in touch.
If you choose to be political, keep it relevant to your business. A women’s clothing store that empowers women is perfect. On the other hand, using a current political trend to sell your cleaning product definitely is poor taste.
Absolutely avoid jumping into any extreme political ideology. Unless you really want a narrow niche in that market.
2. Jumping in on the wrong trend
There are a lot of cool and fun trends buzzing around online. It can be tempting to jump into all of them to gain a boost on your social media. Be very careful as choosing a trend that doesn’t suit your brand could come back to haunt you.
A great example is Windex. They jumped into the green trend with packaging that was supposedly 100% recycled ocean plastics. Windex also released a campaign pumping up the idea that their product was environmentally friendly. The problem was that it was mostly smoke and mirrors. Their recycled ocean plastic was obtained from plastic banks in Haiti, the Philippines, and Indonesia. The environmentally friendly claim was also immediately disputed thanks to a lawsuit.
If you want to jump on a trend, make sure that your brand can back it up. Jumping on a trend that doesn’t match your brand vision, values or products can seem disingenuous, and will turn people off.
Bonus: Basing your brand on trends
A quick bonus: don’t base your brand on trends. Some fonts, styles, or messages may be trending right now, but consider the long-term future of your brand. Will that trending cursive font look good in 10 years?
Likewise, consider the longevity of your message. Political movements and cultural trends ebb and flow. It’s important to consider the long term when developing your brand and its messaging.
3. Ignoring public opinion
Listening is one of the most effective things a brand can do. Keeping an ear on what the public is thinking or saying about your brand, trends, and industry will help you better tailor your marketing and avoid incoming storms. These days, people are more in touch with brands than ever before, sharing their opinions, complaints, or issues in a very public format.
Ignoring this is one of the fastest ways to present yourself as a brand that doesn’t care about its customers. By making a conscious effort to engage, listen, and get to know your customers you build a community that people enjoy being a part of. Leveraging the power of community allows you to create fans who spread the word of your products or services, reducing marketing costs, and increasing sales.
4. Saying never
As the saying goes ‘Never say never’. It’s much more than that hit song Justin Bieber sang that one time. It’s a valuable lesson for brands. Never is such a strong, definitive word. It can be off-putting to some of your fans and set you up for mockery should you ever reverse your decision.
A great example is when Apple released the Apple Pencil. They were mocked relentlessly online for reversing Steve Jobs’ statement back in the day that their products would never need a stylus. Even though the Apple Pencil was leagues ahead of what a stylus could accomplish back when Steve Jobs made that statement.
Never say never, you can’t see the future and don’t know how things will change. Buyer personas for your business may change, there may be advancements in technology, or your brand messaging may shift. While Apple may be able to weather the storm from backpedalling on their previous messaging, can your brand?
As Justin Bieber once sang: “Never say never, yeah, never ever.”
5. Telling customers they’re wrong
The customer may not always be right but calling them out just looks bad. This is incredibly common, especially in reviews. When a customer leaves feedback or complains in a review it can be easy to snap back and tell them that they’re wrong. But oh boy does that look bad.
You never look like a good guy in these scenarios. It looks like you’re ganging up on a customer who simply had a bad experience, even if the customer is being a total Karen.
The best way to avoid looking like the bad guy is to be super helpful in response. Kill ‘em with kindness. Let them know that you appreciate their feedback and present a solution to their problem. You could sweeten the deal even further by offering a discount the next time they visit, matched with improved service.
Conclusion
When communicating with your target audience it’s important to avoid anything that will put them off. Spouting political phrases or jumping onto trends out of context is extremely cringy. Your goal as a brand should be to build a community of raving fans around your brand. These are the people who will give you free advertising, convince other people to buy from you and continue purchasing your products.
If you want a brand that creates raving fans come have a chat with the creative team at Link.
