How Problems Can Help Build Your Brand
It isn’t really the problems that build your brand but how you address them. For years banks have done research to find out what brand attributes are most compelling to customers. And year after year, they got the same answers – customers value good service. So banks built their ad campaigns around the promise that they provide excellent service.
But most of the time, the promise fell flat. Why? Because people perceived good service in many different ways. That all changed when those messages evolved from a simple claim “We have good service”, and started to show a particular problem being solved. Demonstrating a problem being fixed defined service in terms customers could understand. The power of the message was not in the claim of providing good service but in the demonstration of providing good service.
Then marketers went to work to find problems and show how the bank worked diligently to solve them. And guess what they found? Customers that had experienced a problem that was fixed had stronger relationships than those that had never experienced a problem.
Recently, I got my credit card statement by mail. I was furious to find a late charge and called up the customer service line. In an angry tone, I said that I did not think that it was correct. The customer service rep calmly told me that the payment did not arrive until one day after the deadlines and that the fee was automatically charged to my account. Just as I was about to boil over into an argument, she said, “That doesn’t mean I can’t waive the fee and I would be happy to do so”. In an instant, my feeling of loyalty for the credit card company went from 0 to 10; the fastest and strongest brand building I’ve ever experienced.
Try it out for yourself. Find a customer who experienced a problem and had it taken care of and one who did not and see what they have to say.
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