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Does Your Brand Have Credibility?
By: Cindy Wendland
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Call me old fashioned. Call me idealistic. Either way, I believe you should say what you do and do what you say. That is true for your brand, whether your brand is a product or a person. People expect to be able to count on the product to fulfill their needs and expect to be able to count on a person to do what they say.

My mother introduced me to this fabulous lathering soap, South of France bar soap. It smells great, has super suds, and makes me feel really clean. I just reordered it on Amazon, and I expect to get the same results when I use the product. If I ordered it and it did not suds or smelled differently or left a residue, I wouldn’t order the product again. Branding consistency and credibility are very important.

NBC’s Brian Williams is fighting for his reputation right now because a story surfaced that he falsely claimed he had been in a helicopter hit by RPG fire during the Iraq war. Apparently the helicopter in front of him had been hit and over the years, the story “morphed” to include the helicopter in which he was traveling being hit too. For a news reporter who strives for accuracy, that is unfortunate. Brian Williams’ credibility is threatened. Many people already question the truth behind news stories. How can viewers now believe what he says?

Sometimes things are taken out of context. Sometimes people “don’t recall." Sometimes people are just confused. My daughter loves to quote me things. My comeback is, “Tell me your source. Is it Instagram?” If it is, I shrug it off. Credibility is built up over time and experience. Credibility is verified by three sources. Brands need credibility to be good brands, to be solid brands, to be reputable brands. Make sure your brand does what it says.

   

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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