7 Brand Communication Myths That Quickly Ruin Your Reputation
The Mogul Message Newsletter 21 July: Let's debunk common communication myths to build a better relationship with your customers.
Hi Dear Subscribers!
A day late to get this to you, apologies.
That being said, I hope you’re having a fantastic weekend where ever you are.
Ok, let’s get this show on the road.
I'll share my favorite reads at the end of this newsletter.
Have you ever observed communication with customers as an outsider? If yes, then you might be aware of the enormous impact brand communications has on the overall business performance.
Effective communication is doubtlessly at the center of a memorable customer experience. If a company fails even once to deliver a positive experience, there is a risk of losing a customer. According to recent research by PwC, 32% of users would stop interacting with a brand after a single unpleasant touchpoint.
For your customers to feel heard, supported, and acknowledged, a communication strategy must be in place. And one that puts the customer first. Nowadays, it is business-critical for customer-facing employees to be comfortable with owning both digital and face-to-face conversations.
In this article, I have summarized the key elements of efficient customer communication based on 7 myths I’ve come across throughout my experience working in comms.
Myth no. 1: Communication is just about talking.
Arguably the granddaddy of all myths!
Many business owners (big and small) believe that communication is simply about conveying information.
Organizations are often seen as efficient communicators if they can get their message across clearly. So, as per the myth, if you can talk, you can communicate effectively.
This is not entirely true, only part of the truth is here.
The reality, backed by extensive research in the fields of marketing and business, is that effective communication involves active listening, empathy, and engagement.
For example, many successful companies, including Apple, Amazon, and countless more, have built strong reputations through meaningful interactions with their customers. They work hard to ensure customer support is bilateral (not just one way).
“Good communication and understanding are indispensable to each other.” — John F. Kennedy
So, let’s set the record straight! Communication is about more than talking. You can develop effective communication skills like listening and empathy, and over time with experience, you will improve your customer relationships.
Myth no. 2: Businesses must have all the answers.
There is a popular belief that businesses must be ‘all-knowing,’ and they should have all the answers.
Your new 65-inch TV is not working? Talk to the business you bought it from, as they most certainly have a solution for you.
Do you have a question about cleaning your washing machine? Call and ask the support hotline.
This expectation of being the know-all can put a lot of unnecessary pressure on organizations and brands.
The reality is that businesses are just like any other entity, and they do not have all the answers, well those who take your inquiry don’t.
Yes, I agree that a business's role is to provide support, but sometimes it’s just not possible. Instead, a better way is for them to empower their customers to find solutions to problems.
One effective way to empower customers is by providing comprehensive FAQs online. This allows customers to find answers quickly and efficiently without waiting for a response from the business. Additionally, creating a knowledge base or help center with articles, guides, and tutorials can significantly enhance the customer experience.
"What do we live for if not to make life less difficult for each other?" – George Eliot
A business does not, and cannot, have all the solutions. But by providing the right tools and resources, you enable your customers to find solutions, fostering independence and satisfaction.
Myth 3: Some think communication equals advertising.
Many people interchangeably use the terms communication and advertising, assuming that they are the same thing.
They assume that a good advertisement is automatically good communication.
Are we sure about that?
While it is quite possible that the same message could be used in both communication and advertising, that doesn’t make them the same.
Those are distinct aspects:
- Advertising focuses on promoting products and services.
- Communication focuses on building relationships and trust.
“Advertising is doing things right; communication is doing the right things.” — Peter Drucker
Think of these as two different tools that you may need to use. At times, you need to use advertising to promote your offerings. At other times, you need to use communication to build and maintain market trust.
Myth 4: Effective communication requires being loud.
Can you imagine a brand that communicates effectively without being outgoing, gregarious, and the life of the party?
Probably not.
And that’s because traditional and social media tend to popularize the stereotype of extroverted brands. All you need to do is go to TikTok to see what I mean.
The reality is that brands known for their thoughtful and strategic communication can be just as successful. Introverted communication styles, which emphasize listening, thoughtful expression, and deep thinking, can build deep customer relationships.
For example, Basecamp, a project management software company, has built a strong reputation through clear, concise, and thoughtful communication with its customers. Their focus on simplicity and customer needs has driven their success.
“Quiet people have the loudest minds.” — Stephen Hawking
So, if your brand is more reserved, consider that an advantage. You will likely find that your unique communication style resonates deeply with your audience, fostering stronger connections and trust.
Myth no. 5: Market communication is always positive and confident.
Market communication is often associated with being confident and positive, no matter how tough the situation.
They are expected to be strong and resilient and maintain authority and respect.
However, the reality is quite the opposite.
Even the best communicators experience uncertainty. Effective communicators acknowledge their doubts, seek feedback, and make informed decisions.
Just like any other human being, leaders in communication are vulnerable and emotional humans. Showing openness and vulnerability can help them to build trust with their market and other stakeholders.
“The courage to be vulnerable is not about winning or losing, it’s about the courage to show up when you can’t predict or control the outcome.” — Brene Brown
Admitting mistakes and being open about challenges can make leaders and their companies more relatable and build a stronger, more resilient market presence.
Myth no. 6: Authority and control is what communication is about.
If you go back in history, the past several centuries were dominated by Kingdoms and Dynasties ruling much of the world.
During these years, these royals were seen as having ultimate authority and control over their market, and they would exercise those to get work done.
I believe that image persists to this day, for brands and that they are authoritative. The truth is that authoritative brands or companies can’t succeed.
Why is that? Because true market communication is about influence, not control.
To build a strong reputation, a brand supports, influences, and empowers its audience — acting as a multiplier. It’s not forcing the audience.
“Of all the life skills available to us, communication is perhaps the most empowering.” — Bret Morrison
A great example is Patagonia, which empowers its customers and employees by promoting environmental activism and ethical practices. By doing so, Patagonia has built a loyal customer base and a strong reputation, demonstrating that influence and empowerment can lead to a thriving business.
Final thoughts
By debunking these myths and understanding the true essence of effective market communication, businesses can significantly enhance their reputation and build a strong, trustworthy brand in the marketplace.
We’ve seen how effective communication can debunk myths and transform relationships with your customers.
You may not know it, but you have the tools to reshape your brand’s reputation by practicing empathy, active listening, and personalized interactions. Don’t fall for outdated myths.
Instead, embrace a strategy that empowers and connects. We’re in an age where your approach to communication can make or break your success.
So, let’s commit to being better communicators and watch our businesses thrive in the marketplace.
What I enjoyed reading this week:
Here are some new posts from others that I’m sure you’ll like:
On solopreneurship:
Other enjoyable and meaningful reads:
Modern Luddites: On Being a Digital Minimalist Family in a Tech-Saturated World by
Salt, Light, Love, Eternity by
How Much Knowledge Was Lost to History? by
Thank you for reading!
Until next time, take care and stay well.
Got any thoughts? I'd love to hear from you! Share your experience in the comments.
Be precise in thy speech ❤️