Any consumer that is motivated to drive people away from your brand is known as a brand detractor. Together we'll look at what a brand detractor is, and how you can find them and work to turn them into brand promoters. We will also look at how you can use your brand detractors to better understand your competition.
- Even the best brands encounter brand detractors. This group is the exact opposite of a brand promoter, they're motivated to drive people away from your brand, some detractors are extremely active, they'll post content that paints you in a negative light, they'll intentionally leave negative reviews, and have an almost personal mission to make sure everyone knows they're against your brand. Other detractors are more passive, they only critique your brand when the subject comes up. Regardless of how active the detractor is, they'll fall into two categories, subjective and objective.
A subjective detractor doesn't list their reasons for being against your brand, they typically had a bad experience, and while it might not be typical of your brand it rubbed them the wrong way. They react completely on opinion, and they're motivated by an emotional feeling. Imagine this type of detractor as being genuinely upset, and they have to express that emotion through active objections to your brand. A subjective detractor is going to be influential only within their circle of friends or followers, and an objective detractor can influence a broad group, even strangers.
An objective detractor will site specific reasons for why they are speaking out against your brand, they use facts and data, which adds tremendous reinforcement to their argument. Consider your own purchasing habits, have you read a handful of positive reviews only to encounter one negative review that for one reason or another prevents you from buying? It's likely if you didn't know this person that their argument was well constructed and sited specific reasons. Both detractors are harmful, but the objective detractor does the most damage. It's a lot easier to ignore an emotionally charged review by a subjective detractor than to ignore a factually-centered review by an objective detractor.
As hard as it may be, it's important to embrace these detractors and look for opportunities to turn them into promoters, and consider the fact that a brand promoter is likely a brand detractor from one or more of your competitors, so it's important to really understand your detractors. You have a lot to learn about why they've chosen your competition. Spend time looking for your detractors, but don't stress out about negative feedback. You can find constructive criticism and feedback without encountering a detractor.
Sometimes you just have frustrated customers who only need a little resolution to jump back into the role of being a loyal brand promoter. Setup searches in social media, and Google where you listen for your brand name and your product or service alongside any negative words. These negative words could be don't use, don't recommend, can't stand, stay away, and so on. Engage with your detractors in the true spirit of your brand, it's okay to own your mistakes and defends misconceptions as long as you continuously embrace what your brand stands for you can be vulnerable and transparent with your mistakes, completely embracing what it is that you stand for and why.
Be prepared to engage your detractors and diffuse their concerns with an appropriate public or private response.
Explore best practices for researching, developing, visualizing, and managing your brand, and learn about incorporating your brand throughout various customer touchpoints and keeping tabs on your brand as your company grows.
- Components of branding
- Creating a brand strategy
- Conducting a brand audit
- Crafting your vision statement and selling position
- Evaluating brand visuals, colors, and language
- Enhancing brand touchpoints
- Measuring brand loyalty and equity