In the business world, building a strong brand is essential for success. A strong brand can increase customer loyalty, attract new customers, and ultimately, drive revenue. However, one mistake that many businesses make is being inauthentic with their internal and external branding. When your employees feel that your brand is fake, it can have a negative impact on your brand image and, ultimately, your bottom line.
Here’s why your employees know when you are being fake, and how this can tarnish your brand image:
Inconsistencies are noticeable.
Your employees are on the front lines of your business, and they see firsthand how you interact with customers and how you execute your brand strategy. When there are inconsistencies between what you say and what you do, or between what you promise customers and what you deliver, your employees will notice.
For example, if your brand promises exceptional customer service but your employees are not trained or equipped to provide it, customers will notice and your brand image will suffer. Your employees will also feel disengaged and demotivated when they are asked to promote a brand that they feel is not being genuine.
It can create distrust.
When your employees feel that your brand is not genuine, it can create a sense of distrust. If they see that you are saying one thing to customers but doing another behind the scenes, they may feel that you are not being transparent or honest.
This can be especially damaging in today’s social media-driven world, where negative reviews and comments can spread quickly. If customers feel that your brand is fake or untrustworthy, they are more likely to share their negative experiences with others, which can have a significant impact on your brand reputation.
It can create confusion.
When your employees feel that your internal brand is not authentic, they may become confused about what your brand stands for. They may feel that they are promoting a brand that is not aligned with their own values or that they are not being honest with customers.
This can lead to inconsistent messaging, which can be confusing for customers. Inconsistencies in messaging can create a sense of distrust, making customers unsure about what to expect from your brand.
It can lead to poor customer service.
When employees feel that your internal brand is fake, they may become disengaged and demotivated. They may feel that they are working for a company that does not care about its employees or its customers.
This can lead to poor customer service, which can harm your brand reputation. When customers receive poor service, they are more likely to share their negative experiences with others, which can hurt your brand image.
It harms employee engagement and retention.
When employees feel that your brand is fake, it can harm their engagement and motivation. They may feel that they are promoting a brand that is not aligned with their own values, or that they are not being honest with customers.
This can lead to lower job satisfaction and increased turnover rates. When employees are disengaged or leave your company, it can have a negative impact on your brand image, as customers may wonder why your company is unable to retain its employees.
It’s essential for businesses to be authentic in their branding. Your employees are key stakeholders in your brand, and they can quickly spot when you are being fake. Inconsistencies, distrust, and harm to employee engagement and retention are all potential consequences of inauthentic branding. By being honest, transparent, and consistent in your branding, you can build a strong brand image that resonates with your employees and customers.