Brand Compatibility - Avoid These 5 Common Pitfalls

By Cindy Stranad, APR on | November 22, 2010 | Comments (0) | Share

How to manage your company’s brand is always about building trust. I was interviewed for an Inc. article several months ago where I shared some common pitfalls and tips that are real world examples of what I have witnessed in 20+ years of managing brands. At the top of the list is not paying attention to brand compatibility.  My comments got axed on the editing floor, though these are some excerpts of the conversations with the reporter.

Brand compatibility is best described as how good the match is between unique value and the customer's attitudes and behaviors. Mindset (attitudes and/or lifestyle) and environment (media behavior, purchase behavior, geography-demographic descriptions) are required to achieve brand compatibility with the customer. Brand compatibility helps determine how to speak with the customer in a relevant way, as to then generate a sale.

5 Common Pitfalls to Avoid are:

1)      Thinking from the inside out - rather than the outside in. It’s not about (YOU) what the company/service can do; it is about what a customer or client values about the company/service, and therefore is willing to pay (YOU) for.

2)      Not doing your homework to create the brand positioning. Understanding your company’s brand position, and it’s compatibility with the customer is critical to sustaining a brand and future long-term revenue.

3)      Not aligning your external messaging with your brand position. Many websites, sales collateral, PR and other marketing communication materials are not consistent with the brand promise. Remember: content is king. Understand this is an investment to grow your business  and increase brand awareness.

4)      Not getting associates (employees) involved with the process. Company employees are your best customers. Get them involved in the process so they're communicating the same message. A great percentage of your brand is formed from field-facing associates.

5)      Not dedicating the resources for effective marketing. Both with finances and time, developing effective PR and marketing plans are key to measuring effectiveness.

If you need additional proof as to the importance of brand consistency, keep in mind these findings from Reputations Corporation, a Canadian-based consultancy group:

* 72 percent of consumers say reputation influences their buying decisions.
* 80 percent of employees will accept less pay to work with a company with an excellent reputation.
* 89 percent say reputation is a tiebreaker between equal products.

Take steps today to measure your brand compatibility as well as whether any of these pitfalls are apparent. At the end, it’s the customer that matters, and that’s why we say Never Stop Engaging.