Brand switching
Author: yinkaolaito
Yinka Olaito is happy,excited and passionate Brand Communication, Social Media expert, Trainer and speaker. Yinka Olaito helps brands(Profits and Non-profits)with effective communication and positioning for premium service delivery and returns.Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage consulting and African Child Right Inc.Lagos Nigeria
At the heart of brand switching is non-fulfillment of promise, lack of expected satisfaction or attitude of brand ambassadors towards a potential or actual brand’s customers. Brand experience counts so much. By over communicating brand promise, most brands set themselves up for failure. Instead of checking the capacity to deliver, most brands do not consider this but go ahead to make tall promises which will be difficulty to fulfill. Some of such factors include may be due to the quality of inter brands or technology that can deliver fast. Interestingly, perception, interaction is an ongoing thing. Nothing is rehearsal; all is live play in branding. Mistakes here and there are leading to wrong perceptions which eventually become the person’s real perception of such brands. And in most cases such are normally negative. Always ensure that the expectation people have about your brands before a direct contact is not diminished when they actually have a contact with the brand. If it is possible make sure that the actual experience at contact is greater than what they already thought of the brand. We can not rule out that some potential clients may be hard to please but at the same time, brand contact persons must work hard on finding out the real issue they do have.
Jean claude Saade says “experience is the reality check that sets the limit between what the brand is saying and who the brand is and what the brand is really delivering”. Let us examine some of the major reasons for brand switching.
1. Promise delivery: This has to do with what is promised and what is real. Lack of consistency in this area is a major factor that determines continuous loyalty of the client.
2. Brand ambassadors’ behavior: Attitude of brand’s contact persons are important to in determining the kind of opinion. The challenge we have noticed is that many brand drivers often leave this job to the lower cadre of staff who do not know anything about customer care, delight. They assume these positions are for the staff member without any serious thing to do.
3. Brand’s culture: The cultural behavior of the brand’s executive often reflects on the general attitudinal culture of the organization. This often repels than attract people.
4. Lack of emotional connection: many brands only contact their customers when they want to sell. They know nothing about their clients’ birthdays, anniversaries or challenges. If such find another brand that can be there for them aside from patronizing the brands, they are likely to switch.
5. Brands corporate value: How do you see your customers, those who buy our products or those who pay our bills?
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