Razor Branding Blog

Best Ways to Destroy Your Brand - Pt. 3

Be Authentic

This week we are looking at the five best ways to destroy your brand.  On Monday, we focused on Discount Sales.  When a business discounts prices they position themselves as cheap instead of valuable and it will diminish the brand.  The consumer is prevented from making an emotional connection and is forced to think of the relationship from a transactional point of view.

On Tuesday, we examined another great way to destroy the brand, cutting the budget.  Often companies look to the marketing budget a place to make a first cut to improve the bottom line.  However, this is only a short term fix and unfortunately a very short sighted one.  Although, it is a great way to destroy the brand.

Today, we review the need for authenticity.  If a company is acting like they are something that they are in fact not, the consumer will know and will never trust the company.  When companies make promises, it has to be based on an authentic point of differentiation.

All too often every company in the space is making the same promises about the “best service” or “best price” so the consumer can’t tell them apart.  Those promises are so generic that there is nothing genuine about them.

Be authentic.

Figure out who you are and how you are better.  Then, and only then, can you make an emotional connection with the consumer that will build their advocacy on your behalf.  And that’s what you want.  Your consumers using the power of their word of mouth connections to grow your business and build your brand.