he dynamic between brands and their customers is like a friendship. There are expectations placed on each other, stated and non-stated, and a level of reciprocity that makes the friendship “work.” Both sides have needs, and look to the other to fulfill those needs.

And, like any friendship, one person is bound to make a mistake at some point. Because, at the core, brands and customers alike are just human.So, what’s the Worst Mistake A Brand Can Make can make?It’s not avoiding mistakes altogether (because this is practically impossible). It’s not apologizing when something goes wrong.

It seems simple and intuitive, but we have all experienced it. A product is sub par, or not exactly as advertised. A deadline is missed. A brand representative (aka employee of any level) is unhelpful or rude.

Again, since brands are comprised of and customers are human(s), there is always a capacity to fail. Most reasonable people understand that mistakes happen, and are not caused on purpose. A simple “I am/We are sorry,” followed by a “We are going to fix this by ” or “What can we do to improve your experience” goes a long way.

On the other hand, pretending the issue doesn’t exist or hoping it will go away by ignoring it is the quickest way to end a friendship.

I recently had strikingly different experiences with brands who made mistakes. One made excuses with no apology, and the other immediately took responsibility, apologized and worked to resolve the problem. Guess which brand I’m still friends with?

Remember, your brand is not just your product or logo. It’s what others say about you. And in this digital age where your “friends” can share their experiences (good or bad) with 1,000+ other “potential friends” in just one click, how you handle your mistakes is of utmost importance.

Have you experienced this mistake-apology or mistake-no-apology paradigm? Share your experience in the comments.

Photo credit: https://www.themonastery.org