The biggest mistakes companies make when trying to take care of their image on the internet – WAU
(Click on the player to hear the narration of our post! Leave your comments in the comments.) Creating a good reputation on the internet is, without a doubt, one of the most important things for a company to be successful. Everything a brand does is evaluated by the public, which includes its current and prospective customers, partners […]
(Click on the player to hear the narration of our post! Leave your comments in the comments.)
Creating a good reputation on the internet is undoubtedly one of the most important things for a company to succeed.
Everything a brand does is evaluated by the public, which includes its current and prospective customers, partners and even competitors, who can easily take advantage of a failure to win their customers.
This work needs to be done constantly and with great care, as some branding mistakes can slowly undermine your business’s reputation without you realizing it.
Want to know how to prevent this from happening? See the 10 biggest branding mistakes you should avoid.
Pay people to speak well of your brand
It is very common to see companies partner with popular people and content producers in the quest to strengthen their brands and have a good reputation in the eyes of the public.
The problem is when these companies pay for opinions favorable to their products and services.
In addition to being unethical, this is also illegal, since people have a right to know whether they’re really seeing the opinion of your favorite youtubers or advertising content.
The giants Warner Bros. and Microsoft have been involved in scandals involving paying web personalities to speak well of their products.
Korean Samsung was even worse and ended up being fined $ 340,000 for paying people to speak ill of its main competitors on the internet.
This type of tactic, in addition to not producing results, can easily cause great inconvenience to your company.
Encourage jokes and haters
It is true that good humor and relaxation are part of the virtual environment and that they fit very well into the branding strategy of most companies, especially on social networks.
But you should be careful never to make room for people who make offensive comments or even encourage this type of behavior.
But, in what ways could you make the mistake of encouraging so-called “trolls” and “haters”?
A very simple way is to omit if there is a case of abuse in some brand profile by one user against another.
It is important to consider, above all, how the brand positioning on social media should be about controversial issues and advocacy.
Another danger is to embark on the wave of speaking ill of those who do not like their products or direct competitors, or to support the most passionate fans who do so.
If you want some more provocative action in this regard, it is better to invest in guerrilla marketing.
Responding badly to customers
It is natural that when customers find any problem or point that needs improvement, they can express themselves quickly on the subject, either through social media or more reserved channels.
At these times, many companies just ignore the request, suggestion or complaint and proceed with their activities normally.
Know that acting like this is one of the biggest branding mistakes you can make!
After realizing that they were ignored, many customers have a tendency to disseminate this event, both in the real and virtual worlds.
To make matters worse, it is likely that other people, who were ignored before, will join the discussion. Have you thought about the negative impact this would have?
In addition, it is not enough to give an automatic response, as this does not alleviate the frustration of customers.
Worry about giving an answer but also showing enthusiasm and consideration for the opinion presented.
If it is a problem, it is important to make yourself available to resolve the matter in the best possible way.
Not knowing how to deal with criticism
When the criticisms are harsh and made in public, unfortunately some companies lose their composure and fight small battles against their customers for the right to be right.
But, the only effect of these fights is tarnish brand reputation before other customers. After all, who would want to do business with a company that doesn’t accept criticism?
Think about this: your image on the internet is like a great theatrical show. All eyes are on you. So, when someone criticizes, everyone stops to see what their reaction will be.
So, how to react to the harshest criticisms?
If you’re a constructive critic, thank and act on it. If it is only to depreciate your image, let the good service and favorable testimonials from others show it over time.
Lying about your services
You certainly heard that a lie has a short leg, didn’t you? Now, imagine lying in an environment where the people you talk to are constantly exchanging information about you.
Because lying about your services and products on the internet is just that! The time when people believed in everything that a company talked about itself is long gone!
Today, the rule is to search online references, the social media of the company in question and, whenever possible, ask for the opinion of friends and acquaintances who have had some contact with the service before.
With all these tools at your disposal, it is simply impossible to deceive the customer for too long. That is why, never lie about your services.
It is much better to recognize your limitations and be honest about them. Many people may decide to give you a vote of confidence because of that.
Do not invest in strong visual communication
Visual communication is a very important part of your image on the internet.
If the first impression is what remains, aspects such as images on social media and a beautiful and responsive website for web and mobile, make a huge difference for this impression to be positive.
With so many distractions “fighting” all the time for our attention in the digital world, you need to stand out, and good visual communication is crucial for that.
But what does it mean to have strong visual communication? It is not a question of using bright colors or exaggerating details, but of create a consistent image across digital media.
In other words, it is to create an easily recognized identity on the internet, whether by the color scheme, logo, fonts used, etc.
To learn more about good practices in visual communication and branding, download our complete guide:
Focus only on product promotion
Do you know what is one of the worst characteristics that a brand can develop on the internet? Self-centeredness.
And make no mistake: it’s easier than it seems to be selfish, especially when sales aren’t going as well as you expected.
Do you know those companies that only talk about themselves and how amazing their products are? They are strictly following the recipe for failure!
In a world centered on the desires – and power – of the consumer, people don’t want to know about your product, but how their problems can be solved.
Your focus should always be on the customer. If you do, he will naturally come to trust your brand.
Skip content planning
Producing content is an important part of the success of a balanced and successful branding strategy. But, before producing, it is necessary to plan.
Defining goals, personas, searching for keywords and choosing attractive guidelines are steps that come before pressing the “publish” button.
By insisting on skipping steps and producing anything just to keep a blog updated, many entrepreneurs end up failing in their strategies.
If this has already happened to you, don’t do it like those who blame content marketing for the lack of results.
Before looking for understand the process from the beginning and make an appropriate planning, that is able to take you to the defined objectives.
Think only in the moment
At certain times, it is possible to fall into the temptation to use somewhat controversial tactics or to take advantage of important events to draw public attention.
But it is important to remember that nothing on the internet is completely erased or forgotten, that is, today’s marketing actions will influence tomorrow’s results.
For example: positioning yourself in the face of a political event or popular cause may be favorable at the moment, but what if the mass appeal then goes in another direction?
A somewhat exaggerated example helps us to understand this: many companies supported Nazism, at the time both a popular and a profitable choice.
However, in our day – decades after the facts – this has generated great negative commotion on social media, creating real crises for these brands.
The lesson is clear: think of the legacy your brand will leave for the future.
Failure to monitor important aspects
Among the branding mistakes cited, this is perhaps the worst: failing to monitor aspects vital to your company’s success.
This includes evaluating the results obtained with different strategies – such as marketing, sales, customer service -, changes in public behavior over time and even what competitors are doing.
Successful brands have an incredible sense of direction and base their decisions on the observation they make of virtually everything around them.
That is, they monitor constantly, so they know what to do next.
There is no middle ground in this case: sloppy monitoring results in a weaker brand, with less convincing power before the public.
Therefore, it is inevitable to make branding mistakes at one time or another. But, by running away from the main ones and planning well, you will be in a position to take care of your brand on the internet without ungrateful surprises. With that, the results will be positive and lasting – everything a successful brand needs.
We know that managing a brand and image on the internet is not simple. Therefore, we have prepared a complete ebook on this subject! This post is an excerpt from the content. You can download it full here!