Many business owners might think that they can afford to skip out on brand consulting services. However having a strategy behind your brand identity creates trust, builds recognition and can help (or sometimes harm) your sales efforts.
Consulting a brand strategist who can provide insights on planned ads and marketing activities might help you avoid plenty of embarrassment. Let’s take a look at some branding blunders and explore how your own business can avoid these costly branding mistakes.
1. Pepsi’s Protest Misstep
Back in 2017, Pepsi released an ad featuring Kendall Jenner. In the ad, Kendall joins a protest, diffusing tension with a can of Pepsi. Consumers saw it as trivialising serious social movements such as Black Lives Matter, and both Kendall and Pepsi suffered brand damage.
The Takeaway: Brands need to understand the cultural landscape and avoid capitalising on sensitive issues. Before launching a campaign, consider diverse perspectives and potential cultural interpretations. A brand strategist will look at planned campaigns with an objective eye and will help your business stay true to your brand values across any marketing medium and all messaging.
2. HSBC’s Lost in Translation
The bank – HSBC – created a slogan for a campaign that translated the message “Assume Nothing” in English into “Do Nothing” in Mandarin. The bank underwent a costly global rebranding effort, ultimately choosing a slogan that was easily translatable across multiple languages but not understood to all cultures.
The Takeaway: When expanding globally, invest in proper translation services and check cultural sensitivities and colloquial interpretations. Don’t risk your message getting lost or, worse, offending people. This applies to language, as well as colours, iconography, imagery and more.
3. Weight Watchers’ Renaming
In 2018, a much-loved brand that had been a part of Australian culture and globally known since 1963, Weight Watchers, changed its name to ‘WW’. When the iconic brand changed its name and branding so that the company could be more focused on overall health and wellness, customers were confused at ‘who they were’ and wondered what ‘WW’ stood for?
The Takeaway: Brand recognition is invaluable. After all, brands spent millions of dollars over many years to become visible and recognisable. Don’t alienate your audience with drastic changes if there isn’t a genuine reason to do so. If you do need to change your branding or name (because you’re changing directions) ensure that the reasons behind any changes are crystal clear and your new name is obvious and thoroughly explained to your audience.
Take a closer look at our brand consulting services and book a consultation to review your brand today. Whether you’re looking to lay a solid foundation for your new brand or need help rebranding after a public relations blunder, we can help.
