It takes more than a catchy logo, flashy colors and a little bit of “shake your hips” and “show some leg” to create a trusted, consistent brand, and no one knows that better then Beyoncé. The whirlwind of negative press that circulated about how she had lip-synched the National Anthem during President Obama’s Inauguration could have tainted her gleaming reputation, but it didn’t. Why not? She could have ignored the matter or she could have admitted an error in judgment and apologized. She did neither. What she did do was communicate. She expressed what she did, why she did it, and remained rock-solid true to her brand.
Beyoncé admitted to singing with a recording, and in doing so continued to deliver what her fans expect most from her: quality, emotional connection, passion and some real “Sasha Fierce” (her brand avatar) attitude, which further endeared the market to her.
Businesses of every kind encounter errors and mistakes. The challenge lies in finding ways to rise above those bumps in the road. How can your business and brand benefit from looking at the way Beyoncé handled her lip-synch snafu?
Let’s look at how she succeeded in preserving trust and actually strengthening her brand:
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IF YOU LIKE IT, THEN YOU BETTER TAKE THE REINS ON IT
Shortly after the Inauguration, at a press conference about her upcoming Super Bowl Half Time Show concert, Beyoncé took the reins. Before reporters had a chance to toss her a question, she belted out a powerful acapella rendition of “The National Anthem” followed with, “Any questions?” and a laugh. Not only did she take control and write her own ending to the lip-synch buzz, but she even over-delivered by giving everyone what they wanted to see and hear in true “Sasha Fierce” brand style all the way.
SHOW YOUR HUMAN SIDE
She went on to share her humanness and vulnerability. She expressed that she is a perfectionist, was uncomfortable performing live without a sound check, and did not want to let everyone down with a less-than-perfect moment. She then reinforced her dedication to continue delivering what her fan following expects by stating she would not disappoint in the upcoming Super Bowl Half Time Show.
KEY TAKE-AWAY? BE PREEMPTIVE AND WRITE YOUR OWN ENDING
Your business can rise above bumps in the road. How? Identify the problem quickly. Address your market with conviction in a way that’s in line with your voice, image, and customer expectation. Over-deliver by providing discounts or free downloads, etc. Tell your story, share challenges and re-commit. Give your market the opportunity to better understand who you are. Then reinforce what your brand stands for by communicating positive intentions. You too will create a positive ending to a challenging situation.
AT BRAND SCHOOL WE SHOW YOU HOW TO ROCK YOUR BRAND
Understanding your customers’ needs, being able to exceed their expectations and effectively communicate your ideas is critical to maintaining strong brand loyalty. Brand School, our highly effective, premier branding program, gives you the tools you need to develop your branding and use it to make your business sing. We give you hands-on exercises, exclusive online videos, and the opportunity to connect with a supportive community of fellow brand-building entrepreneurs.
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