The '50s song "Hold the Phone" is full of silly gibberish. At the time it was released, most people didn't have the technology to slow it down to decipher the actual words. Some of today's brands are unwittingly speaking gibbersh that audiences won't even try to decode.
Brand dissonance—in both B to B and B to C companies—can take many forms. And customers won't slow down to understand the message. They'll simply cover their ears and run.
Actions speak louder than words. Our mothers taught us this, but sometimes we forget. So when actions and marketing efforts are at odds, the confusion starts.
Here are a few examples:
- A health company with employees who smoke
- The tech company with a weak or nonexistent social media presence
- A beauty salon with staff that's not impeccably groomed
- The caterer with a dirty delivery van
Rapidly growing companies are at risk because there's so much going on at once. Time to listen. Are there areas in your organization creating distracting noise that says something you don't mean? Take time to consider both internal and external factors.
Every single brand touchpoint matters. If those touchpoints are well aligned, it's like that song that makes everyone pump up the volume when Pandora serves it up. Customers will sing along and be excited to be a part of the whole ecosystem.
And that means buzz, loyalty and profit.