12 September 2011 2 Comments

Brand Communications: 5 great routes to destroy a great brand

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps 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(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals

Brand communications aim at influencing patterns, attitudes of target towards a brand positively. In most cases, a the goal of a brand communicator is ensuring brand perception is accelerated positively. A clear knowledge to all is that no brand communications strategy can succeed on falsehood forever. It may bring immediate ‘success’ but when the falsehood is discovered, it damages brand propensity to succeed.Brand-destruction-brand-crisis-Crisis-communicationBrand-communication-Social-Media

Today our observation is focused on some avenues that destroy brand communications strategy/process.

Remain anonymous: One of the easiest ways to destroy and brand communication process is to remain anonymous. I have seen this strategy being displayed by some brands. Why invest in brand communication if you do not want to be known. If your effort is worth the coin, why not put a face into it.

Run away during crisis: When there is a crisis, many brand communicators run away. Often it is in such times that their phones or means of reaching them ‘will go underwater’. I have noticed these with many brands. During many plane crashes in our country, the office will be closed and the Corporate /Public Relations Managers lines are often switched off. A recent bomb blast in Nigeria is also not an exception. Many communication officers were not also reachable to give update. How many security officers are always available when civil crisis rocks?

Treat internal audience like fool: while many brands keep singing the song ‘our people are our strength’, a cursory observation of the ways their internal audience are treated showed they are far from their talks. Many brands today take the advantage of economic downturn to disengage workers for just any reason. Many pay peanuts and ask the internal audience to leave if not satisfied. Economic downturn will not last for eternity. More importantly, how brands treat their internal audience will definitely manifest in the way they treat the brand’s customers.

Always over promise: Many brand communications activities do not take into consideration internal capacity and other important factors before crafting a brand’s a promise. ‘ The brand that listens, we are your next door neighbour, we deliver next day, soul of entertainment’ are some promises we have had cause to verify again and again if such is actually what obtains when the customers experience  the brands.

Trash feedbacks/Do not even care to get one: While life is all about risk taken, no one is an island of knowledge. We do not know what will work perfectly until we try. Every action requires a responsibility on every brand to value feedback and act on them fast. Many brand communicators see feedback as the voice of the critics or enemy. Things do not work that way. Brands that will remain strong must appreciate feedback.

2 Responses to “Brand Communications: 5 great routes to destroy a great brand”

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  2. Hellen Collins 8 October 2011 at 10:52 am #

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