It was to be the event of a lifetime.
Imagine this, you’re en-route to attend an exclusive music festival held on a picturesque island in the Bahamas. Where guests will rub shoulders with celebrities, artists and influencers from around the world.
The event has been extensively promoted by some of the biggest names on social media, including Kendall Jenner, Bella Hadid, Hailey Baldwin and Emily Ratajkowski. And you can definitely trust influencers.
But, when you arrive there is no sign of the villa or the exquisite food and drink that had been promised. And the beautiful celebrities that you were to enjoy this soirée with are nowhere to be found.
Instead, you find yourself in a damp parking lot, eating a cold cheese roll with some guy called Sebastian “with a C”, who looks just as bemused as you.
Once Cebastian has ceased regaling you with tales of how he makes ironic EDM using samples from his gran’s extensive Barry Manilow collection and records it straight to beta max, you come to a harrowing realisation.
You’ve been had.
But what of the people responsible for this deception?
The organiser of this festival, a certain Billy McFarland, ended up being served a 6 year prison sentence and ordered to pay back $26million. Ooft.
Don’t be tempted to try to appear to be something you’re not.
As my man Ogilvy once said, “Tell the truth but make the truth fascinating.”
As a brand, you need to make sure that the image you portray is rooted in reality. You can have your values printed and hung in pride of place, and you can craft a vision statement that would make grown men weep. But if it’s not real, people will see right through it. Maybe not today, or tomorrow, but maybe the day after that (Thanks Chris).
And it’s not just your customers that will see through the charade.
Your employees will notice too.
If your team doesn’t believe in the business – it’s mission, vision, and values – then it’s much more likely that they will become disengaged at work. And disengaged employees can be the death of a business.
The good branding consultants take this into consideration. Branding is not just about connecting a business with its customers, it’s also about aligning employees with the business.
Good branding is an investment. Bad branding costs.
Just ask Billy McFarland when he gets out.
Be more than a vision statement.
Book a discovery call with us today.