How to Not Fail Your Brand Epically

Remember the one, simple ingredient that many companies forget.

Sherry S
Sherry S
Oct 9, 2020 · 8 min read
How to avoid brand failure
Image courtesy: Jezael Melgoza on Unsplash

It’s the one missing ingredient that’s often forgotten by many brands.

“But humans are irrational beings,” many would be quick to point out.

How to avoid brand failure — Marketing blunders
How to avoid brand failure — Marketing blunders
Source: Author. Background image by ManSan on Pexels.

Keep things simple

One of the biggest misconceptions about marketing is that for a campaign to become a hit, you need to come up with some grand, elaborate idea.

How to avoid brand failure — Bloomingdale’s failed ad marketing campaign
How to avoid brand failure — Bloomingdale’s failed ad marketing campaign
Image courtesy: Entrepreneur.com
How to avoid brand failure — Best ad by Chupa Chups
Image Source: Sarkis Ardjian

Because interest will engage your customer.

And when you’re interested in something, you will remember it, talk about it, share it, find out more, and might even take out your wallet to purchase.

Speak your customer’s language—not your own

Your advertising campaigns should consider your customers’ lifestyles and lingo, values and beliefs, and how they interpret the world around them. This is how you create relevance and interest.

How to avoid brand failure — Google Pixel 5G Twitter feed about the phone’s camera features
How to avoid brand failure — Google Pixel 5G Twitter feed about the phone’s camera features
Courtesy — @madebygoogle via Twitter
How to avoid brand failure — Google Pixel 5G Twitter feed about the benefits of the phone’s camera
How to avoid brand failure — Google Pixel 5G Twitter feed about the benefits of the phone’s camera
Courtesy — @madebygoogle via Twitter

Don’t alienate your non-consumers

While you engage your targeted audience with marketing campaigns, remember not to isolate your non-consumers.

How to avoid brand failure — “Leave Your Worries Behind” campaign by Ford.
Image courtesy: Business Insider

In fact, many of the people who talk about your brand are not going to be your customer. And they can do just as much damage to your brand if you blatantly ignore their values, beliefs and interests.

So, remember to show some love and respect.

If your product is crap, no amount of marketing can save you

This is perhaps the most important reality of all. After all, customers are smart. You can’t just show them a mind-blowing advertisement and under-deliver on your product.

How to avoid brand failure — The real cost of Volkswagen emissions scandal
How to avoid brand failure — The real cost of Volkswagen emissions scandal
Source: Author
How to avoid brand failure — Customer complains about Volkswagen emissions scandal, brand reputation damage.
How to avoid brand failure — Customer complains about Volkswagen emissions scandal, brand reputation damage.
Image courtesy: BBC.com

If you mess things up, own it

Let’s face it, many big brands have made marketing blunders — even the world’s biggest.

Take responsibility, give a sincere apology, and do everything possible to make things right. Then make sure you keep everyone updated about how you’ve progressed.

The simple human logic: Everyone makes mistakes. But people respect those who own up and take responsibility. It’s a sign of humility, integrity, and strength of character.

How to avoid brand failure — Best PR brand campaign by KFC, Reputation management, chicken crisis in the UK.
How to avoid brand failure — Best PR brand campaign by KFC, Reputation management, chicken crisis in the UK.
Image courtesy lbbonline.com

To sum up

You don’t need an MBA to understand the simple logic of human behavior. It’s more about intuition than the profound logic of science or the ingenious creativity of art. It’s the simplest ingredient that can guide your brand to success every step of the way.

The Startup

Get smarter at building your thing. Join The Startup’s +788K followers.

Sign up for Top 10 Stories

By The Startup

Get smarter at building your thing. Subscribe to receive The Startup's top 10 most read stories — delivered straight into your inbox, once a week. Take a look.

By signing up, you will create a Medium account if you don’t already have one. Review our Privacy Policy for more information about our privacy practices.

Check your inbox
Medium sent you an email at to complete your subscription.

The Startup

Get smarter at building your thing. Follow to join The Startup’s +8 million monthly readers & +788K followers.

Sherry S

Written by

Sherry S

Freelance writer, content strategist, marketer.

The Startup

Get smarter at building your thing. Follow to join The Startup’s +8 million monthly readers & +788K followers.

Medium is an open platform where 170 million readers come to find insightful and dynamic thinking. Here, expert and undiscovered voices alike dive into the heart of any topic and bring new ideas to the surface. Learn more

Follow the writers, publications, and topics that matter to you, and you’ll see them on your homepage and in your inbox. Explore

If you have a story to tell, knowledge to share, or a perspective to offer — welcome home. It’s easy and free to post your thinking on any topic. Write on Medium

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store