The costs of contradicting your brand image, value proposition or marketing storyline can be catastrophic.

We are in the midst of one of the great brand contradiction stories ever.  Volkswagen, building a brand story that combined power and economy with environmental concern, was caught in a bald-face lie.  It turns out their software created false emission data, meaning their clean burning diesel was anything but.  VW is in a lurch, with the brand damage so serious that many C-levels have been fired.  The very viability of the company is in question.

This shows how much damage brand contradiction and reputation damage can inflict.  The idea that VW had the skills to engineer a diesel engine that met emission standards was the essence of their sales proposition.  Their deception directly undercuts the consumer’s motivation to buy their cars.

The contradiction is so serious, it’s impacting the “German engineering” brand as a whole.  Jörg Rocholl, president of the European School of Management and Technology in Berlin, stated:

“There is a risk the whole image of German engineering, of ‘Made in Germany,’ will come under suspicion.”

Whole Foods is having problems with its brand image as well.  They’ve been caught in a number of contradictions that make them look more like profiteers than promoters of organic, environmentally sound products consumers can trust.  Along with allegations of overcharging consumers, they were embarrassed when people found they sold asparagus water (3 stocks of asparagus in a jar of water) for 6 bucks a pop.  Next, they had to apologize for using prison inmates in Colorado for processing some of their fish and cheese (for almost no compensation).  An embarrassing contradiction Stephen Colbert pointed out:

“But everything at Whole Foods is supposed to be cage free!”

Whole Foods, as Colbert said, did the right thing.  They admitted their mistakes just as soon as they got caught.

The damage is done.  Consumers no longer see Whole Foods as a company passionate about high quality, organic, healthy food choices.  They see them as a company that uses that image to overcharge for products of questionable value and origin.

Risks for Small Businesses

The dangers of brand contradiction are not reserved for just larger corporations.  SMBs and online retailers can create the same problems for themselves.

A restaurant with an exclusively vegan menu might thrive in city like Boulder, CO with it’s diverse population.  But try that same menu in the beef country of Amarillo TX, and you’re dealing with a risky contradiction.

If you open a posh art gallery – then hire salespeople dumped by the used car lot – you’re creating a contradiction your client base won’t tolerate.

If your website says you’re “The Best Plumber in Denver” but then you offer no testimonials, awards, or media to back that statement up, you’re contradicting your story.  Prospective leads will notice, and they’ll feel they can’t trust you.

If your eCommerce website says “Customer service is our priority” but whenever people call your customers service number all they get is voicemail, it’s a damaging contradiction.  Like VW and Whole Foods, people start doubting:  If they lie about this, what else do they lie about?

Consumers today are both clever and skeptical.  If they sense contradictions in your brand story, value proposition, or sales messaging, you will lose business.

The solution is simple.  If you can’t back it up, don’t offer it.  You’ll get caught.  And once the damage is done, the only word-of-mouth you’ll be getting will be as the butt of jokes.