I remember a friend who was lamenting about the herd of cattle he has in his village and how his family takes care of them. During the discussion, it so turned out that the friend’s family was not so well off financially which left me a bit confused. Innocently, I suggested that to sell milk and use the money. He smiled and replied that he can’t since he comes from high caste and can not appear to sell milk to make ends meet.
Although, I knew what he meant it took me many years to understand the implication of maintaining the status in society. When I decided to start my own digital marketing agency in Delhi, I saw businesses having roadside canopies and employing fresh graduates for selling. Maybe they were agency people, but the sentiments remain the same. At the same time, they were spending on offline marketing tools like promotions on TV. On TV they talked of all kinds of smooth stuff while they were running after every other guy passing by.
It is the dissonance in approaches that send mix and confusing messages to users and question the brand behavior.
If you are spending heavily in offline marketing and at the same time your sales team is running like crazy then all the money spent on brand communication is wasted. Brands should take charge of all communications including sales to ensure they are well represented everywhere.
There is nothing wrong with reaching out to people in streets and in fact, is a mark of humility which many people and brand do not seem to have. It is these conflicting messages that are the problem. As we discussed earlier, the important aspect of a brand is the trust the brand builds in the minds of their customers. If the statements or ideology of your brand is conflicting, then how come will the customers have trust over this brand? Hence it is very important to be serious while branding a company. The commitment you make should be shown in your actions rather than now in words. In simple words, this is the best of brand behavior.
Choose channels which are more suitable for brands of your caliber. Remember the club of Harley owners?
To make an error or mistake is human and to forgive is divine but unfortunately, the same may not be in the case of brands. Brand image is the most fragile substance, you would have heard how single news will make the shares of a company rise to the peak or fall to the bottom. One small wrong step in brand marketing is definitely going to cost a giant push backward for the organization. Before jumping to any conclusions, brand managers need to think about their core beliefs and the action plan. These core beliefs and action plan should always correlate with each other, this makes the brand more successful. These should contain all the aspects like the benefits, value, cause, differentiation etc.. They need to address the core issue each consumer asks every time “what is in it for me?” or “how do I benefit from this”? If you have solid answers to this, go ahead and plan your brand behavior well with the help of the above points.