Hypocrisy is more common than you might think in regards to corporate branding. If you want to establish a brand identity, then you need to first focus on the internal factors of your company. In this blog we'll explain why your brand identity must match your company culture.
Abraham Lincoln is attributed with the quote: "You can fool some of the people all of the time, and all of the people some of the time, but you can't fool all of the people all of the time." Clearly, not all business owners have listened to his advice.
You can only fool customers for so long. If you establish a reliable and credible brand identity through advertisements, then you have to back it up. It wouldn't make sense if you had a poor customer service department that didn't treat customers with respect.
According to a recent Forbes article, many businesses say that they're more interested in the customer experience than sales, while they express the exact opposite sentiment to employees:
"'Sell, Sell, Sell' is not a popular brand message, either, but it is a popular refrain of overly-aggressive, ultimately ineffective management teams. If you are getting the idea I think many brands are hypocritical, you’re right. That’s exactly the case."
This is just one example of how some brands are hypocritical. If a customer calls your business and speaks with an aggressive sales representative, then your "brand identity" won't match your real identity.
Consumers value authenticity more than anything else. Many of them are now wary of believing advertisements because they've encountered so many hypocritical brands. You can differentiate your business by establishing an authentic brand identity. It'll be a pleasant surprise for customers when they realize your advertisements match your real identity.
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