Integrity Is What A Brand Lives By … Or Not

Brand IntegrityIntegrity … a brand lives and breathes by this. Right? All (ok maybe not ALL) business owners live by their integrity as this drives who they are and how they are perceived in the marketplace. Zappos did not become the best online retailer by not living by their brand integrity. Integrity drives as it is that adherence to principles that your customers embrace and gush about. Integrity is the fuel behind the unimpaired excellence that makes customers make you the only choice and have them sit around the campfire and sing your kumbaya. Many brands but cannot achieve that ultimate brand loyalty. It is earned and when there is a challenge of that very integrity that earned the loyalty, the brand image is tarnished. Over the past year or so, we have seen a lot of brand images being tarnished and it is up to us as the consumer to say yes I am in or no no I am going elsewhere. As a HUGE fan of the NFL and of course my beloved JETS I have been challenged by the integrity of the brand that is the NFL.

The Brand of the NFL

The brand of the NFL is huge. Ok bigger than huge. It is a 9 billion dollar industry and growing.  We trust you NFL that you will bring us the best of the best each week and when you do, we buy more thus adding to your revenues. We buy tickets to the games, we fly city to city to support our team, we are so proud to wear our jerseys, sweatshirts, jackets, boxers, socks, clings on our cars … we spend our money to show our support and in return we ask you to maintain the integrity of the brand.

Integrity of the NFL Brand

NFL, we as fans ask you to maintain the integrity of the brand. You are not above any other brand, though sometimes you make us feel that way. You are not there all year round like so many other brands. You are SEASONAL. Yes, NFL, you are seasonal but yet garner more revenues than many companies can even fathom. Forget Hello, you have us with the tingle in our ears from that last whistle in the ProBowl. We are that dedicated. We watch or go to the draft and fully engulf you as we love our teams and because you, NFL bring us our team, you become a part of us. We trust that you will give us what we give to you. We can see that the integrity of the NFL brand is an umbrella as each team and everyone associated with the team has to uphold that integrity. And when our team loses we are not yelling at you umbrella NFL or we used to not … now that umbrella has been flipped! We, the fans, the ones who trusted and believed that you would uphold the integrity of the brand, are screaming at you.

Losing Brand Integrity

The NFL has lost the integrity of the brand. If we did not see this in Weeks 1 or 2, we were slapped really hard in the face on Monday Night Football in the Green Bay vs Seattle game. I recognize that there are contract disputes and each side wants and wants and there is no giving. The NFL knew for months that the contract talks were not progressing, could stale and the refs would be locked out. We as fans trusted that the contract dispute would be worked out. Like any other brand that is in a crisis, we expected them to fix it. The replacement refs were that quick fix but this band-aid seems to be made of dental floss as boy oh boy it is quite thing and is not getting the job done. You NFL have caused chaos, come at a very big price.

Do the NFL refs make a lot of money? YES! But should we care? Really, should we? Some may say we should but, I think the greater question is, is it necessary to keep the brand in tact to pay them high salaries? The NFL refs are part time. Imagine on a part time gig making about 150K – not to shabby. But we have to think about the responsibility they have and how the pressure shifts to THEM to uphold the integrity of the brand. If the refs did not bear the burden on the field to uphold the integrity of the NFL brand, there would be no discussion about the replacement refs. Actually, if this was untrue, the NFL would have crumbled years ago as there would not be many players willing to play, there would not be any fans and without players and fans, there would not be an NFL, which would trickle down to College and then HS and Pee Wee. Game over. Instead, the refs bring a high level of expertise and professionalism which keeps the players playing, the fans coming and contributes to the success of the brand. Now with the replacement refs, the NFL has lost the integrity of the brand. They, the NFL exclusively OWNS the overall brand and the integrity therein, so it was theirs to lose.

Restoring Brand Integrity

Can the NFL restore the integrity of the brand? Sure. Like in any crisis, there can be a turn around. However, a chance was missed when the NFL made their official statement and felt that the replacement refs as well as the replay refs (who are not replacements) made the right call. The NFL created more of a crisis here and while the NFL will survive this, a crater larger than the Grand Canyon has been created. While the blown call is alarming, the official statement send up more red flags than meets the eye. Losses happen but when it comes at the hands of those who could have prevented this, it becomes difficult to swallow. It makes us think what is it going to take for the NFL to realize that there is a huge crisis and it goes deeper than the integrity of the brand. Fans love our teams and our players (though sometimes we are critical of their play) but we do not love you NFL owners and commission.

The safety of the players has been compromised and, as fans, we love them more than we could ever love the overall brand of the NFL. We have to wonder what will it take for the NFL to fix this? A catastrophic injury? As much some may believe that a boycott would evoke change, it would never happen as we love our teams and would never leave our players. You see NFL we do not come for you we come for them, our players. You now have separated the players from you and, unless you fix this right now, I am not sure any crisis communications strategy will bridge the gap you have created between you and the players.

NFL, it starts with you as loyalists like me are not even on the same street as your ballpark. Houston, we have a very serious problem!

What do  you think? Can the NFL repair their brand image?

photo credit: Parker Michael Knight

Why Personal Advocacy In Social Media Works!

personal advocacy in social mediaFor many small businesses out there making their first social media profile it is often assumed that they should tweet or update on Facebook under the company brand name. Whilst there are some advantages to this, I think that social media is designed to open up a more direct one to one connection between your brand and customers.

To me interacting with most company social media profiles is like talking to their PR team (who often run the profiles!). Always polished, never human. In this article I will explain why I think a company should use personal advocates (i.e employees and customers) as their social media representatives.

Direct One to One Connection

To illustrate my point, I want to talk to you about a shoe company based in Henderson, Nevada, named Zappos. They are the perfect example of a company who embraces the immediacy and transparency of social media. On their Twitter page they include all public mentions of the Zappos brand (good and bad!) and tweets from the Zappos employees.

If that scares you, you better get used to it. This data is out there whether you like it or not. Your job is to LISTEN! Of course, behind every action is a consequence. So, be sure to create real clear guidelines for employees who are representing your brand. But, at the same time, don’t limit them.

People buy from individuals they like and trust. By opening the door to customers to come and have an e-chat with your employees, it shows you really care about giving the customer the full picture of how your company functions.I think those who set up the faceless company profiles are missing out on the genuine one to one connection that can be built through using personal advocacy. It’s certainly not to say that company profiles don’t work at all.

Official Corporate Social Media Profiles

Starbucks, Comcast and Southwest Airlines are great examples of companies who use their official corporate social media profiles to help answer questions and provide updates to their networks. As I wrote in a previous guest article for Kherize5 about How 4 Technology Start-Ups Make Use of Twitter,  company profiles always need to include a human element to them. I’d recommend you take a look at how @VodafoneUK includes the employees initials at the end of each tweet, this is a great way to identify the person behind the tweet.

The only point I must stress you consider carefully is how you want your social media presence to function. Personally, I would never recommend attaching your Twitter or Facebook accounts to your blog and simply spewing out links to how great you are all day long. It’s all about providing the value to your network and adding a caring, human element to those updates. Let people in to learn about know who you are.

Remember, people will buy more from those they like or trust.

Do you agree that a network should be built by personal advocates (internal or external?) or do you think that we should represent our brand on social media profiles with a more one-dimensional professional tone?

About the Author:

Josh Chandler, age 19, is a Virtual Assistant , Blogger and Video Podcaster. Making his start on the web at age 16, he produced interviews with Top Web Entrepreneurs and first time Startup owners. He has a strong passion for marketing, technology and the web.

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