Why It Is Vital That Brands Practice What They Preach
Saying one thing and doing another isn’t a good strategy for brands, especially in the age of the Internet. You never know what secrets can be unearthed online, right?
A glossy campaign may draw eyes in, but if you are failing to put your money where your mouth is, you are setting yourself up for an explosive fall-out down the line, in all likelihood. Touting values that you do not prioritize within your corporate structure (for example, talking at length about putting “people” first, while paying and treating your own workers atrociously) is really a recipe for disaster.
At the end of the day, most consumers (whether they know it or not) crave authenticity. Sure, superficiality sells, but not when you are shilling certain ideals to boost your credibility. Be cohesive.
What can you do? Invest in doing all that you can to change this. The number one way to avoid scandals in this strain is to cover your bases beforehand. Are your ads selling ideals that don’t align with your practices? That’s a problem that needs to be resolved as soon as possible.
Is this always cheap? No. In fact, it rarely is. However, the cost will be much greater if and when your brand’s reputation is destroyed.