“I’m sorry, it was my mistake, I’ll fix it!”
When was the last time you heard a company say that to you? Most likely never!
A little while ago I had a disappointing encounter that reminded me of how easy it is to forget one of the most important aspects in building a brand … your reputation.
Reputation is everything
In fact, reputation is pretty much just another word for “brand”. A brand is not defined by the person who runs it, a brand is defined by people who use it. While you can do your best to say what your brand is, at the end of the day your brand is not what you say it is, it’s what they say it is. This is why reputation is just another word for brand.
“At the end of the day your brand is not what you say it is, it’s what they say it is.”
Back to my encounter
A company who was doing some work for one of my clients made a mistake. It was not a huge mistake, but it was a mistake nonetheless, and it had an effect on my client’s business. Unfortunately this company were not willing to take responsibility and absorb the cost to fix it. I get it, every dollar saved counts for a small business.
But hang on a moment. Did you notice something important? This company saw it as an expense? But really it’s an investment. This is just another way to show people how great your brand is. That you’re willing to go over and above, correct mistakes and deliver something great to your customers.
No matter what.
The money and time spent to correct a mistake, whether or not it is entirely your fault, should really be considered as part of your marketing budget. Marketing is all about shaping positive action toward your brand, and this is certainly a way to shape positive action.
“Marketing is all about shaping positive action toward your brand, and this is certainly a way to shape positive action.”
Do you think my client will use this company again? Probably not. Do you think my client would recommend them? Probably not. This business may have saved themselves some money by not correcting the mistake, but what have they lost?
Reputation is everything.
Hope this helps.