Building a positive brand image may seem simple, but one poor choice can leave your company in an extremely difficult situation. A poor misconception can destroy the trust consumers have built with your brand, so it’s important to consider the potential damage a marketing strategy can cause if it’s not handled property. Here are a few ways public perception tarnished a brand’s image.
Estee Lauder Ditched People of Color
When the company started marketing a new line of cosmetics, the shades were all designed for women with very fair to light skin colors. As there weren’t many options for women with darker skin, Estee Lauder suffered negative publicity for the apparent lack of support for women of color. Consumers assumed the brand was trying to market specifically to women with fair skin.
Milwaukee Bucks Celebrated a Termination
The firing of Jason Kidd, who had been the head coach for the Milwaukee Bucks, just happened to coincide with the team’s 50th anniversary. In celebration of the anniversary, the team’s official Twitter account was decorated with an explosion of digitally created balloons and confetti. Unfortunately, one of the first tweets visible to visitors of the page was the news of Kidd’s firing, making it seem as though the account was celebrating the termination.
Domino’s Pizza Went Back on Their Word
A Domino’s Pizza franchise store in Russia offered a deal of 100 free pizzas every year for 100 years to any customer with a tattoo of the franchise’s logo. Although the marketing ploy was intended to go on for months, the franchise owner was overwhelmed by the number of consumers seeking to cash in on the amazing deal. As a result, the franchise issued a statement that restricted who could enter the contest. The restrictions required that the tattoo had to meet specific size dimensions, and they placed a 350-person cap on the number of people who could win the deal.
Once your brand has been destroyed by mistaken public perception, you don’t have to pack up your business and give up on your entrepreneurial ambitions. While consumers can be harsh and judgmental, they’re also very forgiving. If you take immediate action to correct the misconception and show consumers that you feel guilt over the issue, they will be willing to give you a second chance.