They act in the shadows. Quick and silent.
Like ruthless ninjas, they strike with tremendous blows that often leave no escape.
The killers of brand reputation are many. Like in a 90s video game, their level increases with the brand's experience. There are those you easily avoid, those simple to face, and those decidedly more lethal.
Among the latter, we can certainly include brand dissonance.
In the arduous process of building and strengthening brand reputation, this aspect is often overlooked, but it can seriously undermine the entire credibility of the brand, making it waver in an extremely dangerous way.
Dissonance is generated when there is a discrepancy between what the brand promises and what it actually communicates or offers.
An inconsistent attitude that can arise from very specific and codified behaviors.
Among the main causes of dissonance is the formulation of inconsistent messages. That is, when a brand's communication boasts fidelity to certain values, only to then disregard them with actions and collaborations that move in the opposite direction.
Another significant cause of dissonance is linked to the bad habit of disappointing expectations regarding the value promise made to the customer.
The value promise is the beating heart of any branding strategy. It is a kind of tacit commitment that cannot and must not be betrayed. The risk is seeing the perceived value of the brand significantly decrease. A spectacular own goal that will force the brand to resort to desperate corrective measures. The most common, in these cases, is to play on the price lever in the vain hope of regaining ground in the consumer's heart.
A final cause of dissonance is the adoption of contradictory behaviors in daily life.
Consistency is a powerful glue for fostering the correct perception of the brand.
As in everyday life, preaching well and practicing poorly is frowned upon even when it comes to branding strategies. It risks confusing the customer, undermining the dynamics in decision-making processes.
According to an Edelman Trust Barometer report, a full 81% of consumers say they must be able to trust a brand to choose it over major competitors (2019 Edelman Trust Barometer Special Report: In Brands We Trust?).
When the public perceives consistency between messages, values, and actions, the emotional bond is strengthened. Conversely, dissonance leads them to doubt the authenticity of the brand itself. And in an era where trust is the most precious currency, this can truly be irreparable damage.
To avoid brand dissonance phenomena, it is important to clarify the outlines of one's brand identity. What do you believe in? What do you guarantee? How do you communicate it?
These are not simple questions that need to be answered constantly. With consistency and clarity.
Always remembering that a brand is not just what it says, but above all, what it does.
Because if words generate expectations, actions must fulfill them.