Why Brands Need to Be Imperfectly, Perfect

InperfectionWhen a baby is born you can see everyone thinking and saying "Oh aren't they perfect!" then as they grow up and develop those little annoying habits they don't become imperfect…they become imperfectly perfect!

It is the same with brand management. Your marketing plan will seem perfect, the customer experience seems great on paper…then humans become involved. 

But I am here to say…that's OK! Why?

Because customers don't believe in perfect, perfect seems too good to be true. No it is about being "humanly imperfectly perfect!"

  • Customer relationship management will always include dealing with unforeseen issues. Problems will arise – it is not the problem that upsets customers in the long run, it is how you deal with it. Deal with it well (promptly, humanly, politely) then you will create brand loyalty.
  • Customer feedback will always include some negative comments. The old saying that you cannot please all the people, all of the time needs to be remembered. However, if you deal with them politely, in open and transparently…the world can see that you are human.
  • Social media marketing will often include issues in public. Again it is not about hiding away from your imperfection, it is about showing that as a brand personality you are human…that you make mistakes but that you learn from them.
  • Leadership will make incorrect decisions…again it is not the mistake that upsets people, it is the lack of responsibility. Herb Kelleher was famously reported as breaking an egg over his head at an employee meeting….saying "I now have egg all over my face, I need your help to turn this around"……that is why he is accepted as a great leader!

So the question is are you too busy trying to be perfect, rather than being human?

Anna has spent over 20 years as a Board Director at several global brands. She now runs her own company The Engaging Brand which supports business leaders who want to transition to the new social business model. She is also a speaker, writer and radio show presenter on social business, indeed her podcast The Engaging Brand has been nominated 6 years running as Best Business Podcast at the Podcast Awards. She brings an unusual mix of experience to business - she has a 1st Class Law Degree, MBA in marketing and is a qualified Chartered Accountant. This unusual mix means not just explaining the why of being social but how to turn social into a measurable business tactic to grow your bottom line. Her blog www.theengagingbrand.com is recognised as one of the leading UK marketing blogs.

One Comment

  1. noel.ihebuzor@gmail.com'
    January 14, 2014 at 12:37 pm

    Ineresting Reading.Highly recommended.

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