Signs That your Brand is Headed for Trouble

A few experiences from the last couple of months have left me wondering how much attention Ghanaian companies pay to their brands after brand custodians have invested heavily to craft their image. I came to the conclusion that failing brands cast of an aura off lethargy and a gradual process of decay.

 

I recently took a local flight on an airline that had only last year become an instant hit with air commuters. Sadly, everything showed that this was a brand in decline.  The once clean airplane was now battered and tattered and it showed no sign of refurbishment. A chunk of a seat trim even came apart in my seatmate’s hand.

 

The hotel I chose to stay at was one of the many brands in the city which, in the past, was always fully reserved.  The young receptionist could hardly murmur a word of English and was very unreceptive to my enquiries.

 

In both these instances, it is likely that there is a decrease in market-share for both brands. This is a major sign that your brand is failing because sales begin to go down and sometimes in a bid to salvage, companies turn to non-strategic marketing campaigns. The truth is, effective branding should lead to increased sales, and if this does not happen, it is a sign that the brand is failing.

 

Imagine having to patronize your favourite food from a vendor you are not used to because your regular one is unavailable. If the food does not impress you, your immediate reaction might be to discontinue patronage.  When a brand's external message does not 'ring true' with its employees, it is a strong sign of a failing brand.  For example, most banks in Ghana say they are dedicated to friendly customer service; they have it in all their marketing communications. Sadly, customers walk into their premises and they are met with surly officers who do not readily offer their assistance.

 

Another sign of a failing brand is when a business’s management do not seem to "talk the brand" and "walk the talk."  It is an indicator that the brand is heading downwards.  The cliché from marketing fundamentals as we know is to put your money where your mouth is. Every company wants to be rated blue-chip but if you deliver ugly, inferior and outdated products and services, then you cannot claim to be on the road to blue-chip status.  As soon as a business begins to promise what they cannot deliver, they are on a downward slide.

 

There is a popular Akan adage that translates to, "the insect that will bite you is always in your apparel.”  It is the same scenario with company brands.  If a business's brand is to remain strong and vibrant, it depends largely on employees. Employees are supposed to be enthusiastic and consistent in recounting what makes their brand unique. As a business owner, if you ask six of your employees what the company stands for and you get six different elevator pitches, then you have a brand consistency problem and a confused work force. Your employees are your number one weapon so if they do not live the brand, you are headed for trouble.

 

Finally, if existing and potential customers have negative perceptions of your brand, its strength becomes questionable. Whenever I ask people their opinions about certain companies in Ghana, their answers always alarm me. They usually talk about unfair labour practices and poor customer services. When these sort of perceptions remain over a long period, the repercussions are a poor affection towards the brand and strong a signal that it is failing.

 

Accountants will tell you the devil is in the details. The same way, the signs that your brand is failing are rooted in the little details that are sometimes easy to miss.