Brand Safety Is About Reassuring Consumers, Marketing & Advertising News, ET BrandEquity
In this world of constant connection, where the lines are thin between real and fake news, where grabbing attention and mental space is paramount, it becomes especially important for brands and marketers to remember one thing: what are your values? And that one thing makes all the difference.
What relationship do you want to have with the consumer? At what price ? How far are you going to tell the truth as it is, be backed by enough data and research to back up your claim? It only takes two values - courage and honesty. Are you ready to stand by what you said? Do you believe in what you said? Would you and your family buy the product you are marketing? Therefore, do you really care?
It goes back to the DNA of the organization of course, and if you are here to create real value, that will certainly stand the test of time. Of course, shorter methods and quick wins are available, and not for a minute am I saying that responsible marketing does not mean being competitive and relevant to the consumer. In fact, quite the contrary. It’s more the spirit of it, it’s more of a guide to help you decide what to do and what not to do.
Brand safety is simply making sure that the consumer is assured that you, as a brand and distributor, take responsibility for doing the checks and crosses before filing a claim.
As marketers, we have always maintained that the relationship a consumer has with a brand is like that of a friend, an ally, a relative, a guide, a partner, whatever or the personality of the brand and its raison d’être. So, isn’t the onus on the brand to earn the trust that the consumer has placed in the brand, not only with their money, but also their faith that when they use the product or service, they will get what what she paid for, it’s safe to use for her and her family, and she doesn’t have to worry about whether she made the right choice.
It’s actually as simple as that. When time is of the essence and the clutter is heavy, it’s our responsibility to be responsible. Tell the consumer as he is. To not mislead and allow misinterpretation, to keep it simple. Focus on the key aspects and don’t neglect the important. What should the consumer know, on what should he base his decision? This then leads to a lifelong relationship with the consumer, knowing that you, as a brand, mean well.
That you will never do anything that is not in his best interest. It also paves the way for the future because trust is then passed down from generation to generation. It also translates into R&D and innovation, knowing that you want to travel with your consumer and continue to offer them the best in your chosen field. This guides your business strategy.
Of course, for lifestyle categories, it’s important to create the wow. And for many others like banking, healthcare, etc., it is important to reinforce authenticity.
There is only one control that is the litmus test – would you be okay with your family interpreting what they do with your campaign? If so, then it’s being responsible.
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