While high awareness gives a brand an edge in the market and
constant innovation makes a brand exciting and appealing, being worthy of a
customer’s trust keeps people loyal to a brand.
People don’t like surprises, especially of the negative
kind. They don’t want a product that breaks or fails. They are not happy about
a service failure. A strong brand that
is consistent in its delivery can be trusted. People don’t want to worry about
poor quality or non-performance. If they purchase a brand that they know and
trust, they can rest assured that they will get what they expected.
If a brand does fail, it needs to transform that failure
into a brand-building moment. It needs not
only to recover from the failure but also to surprise and delight the customer
with its unexpected value-added remedy.
And woe unto a brand that is found to be dishonest. As in
human relationships, if a brand is discovered not to deliver on its promises, especially
more than once, people find it difficult to ever trust that brand again. And, if you can’t trust the brand, why
maintain a relationship with it?
Have you established systems, policies, processes and
training that insure brand integrity and consistency and that prepare for
remarkable recoveries?
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