Ever been to the supermarket last thing on a Sunday, just before they close at 4pm, only to make your way home and then realise, too late, that you forgot one of the main items on your shopping list? Your best hope for recreating Nigella’s latest offering is that your local corner shop is stocking kaffir lime leaves or harissa paste amongst its ancient tins of Vaseline and Fray Bentos pies.
This can happen in the world of business brand design too.
All businesses make mistakes. We can’t be perfect. We can’t always mind read exactly what our customers are expecting us to deliver, and that expectation gap sometimes proves problematic. The occasional apology for messing up or failing to deliver what was expected, is a necessary business evil. Just like the dreaded tax return.
There’s another reason why you should always apologise when you’ve made a mistake. Because it’s the right thing to do. There is nothing worse than silence from a business that you KNOW has wronged you.
If you are a regular reader of any marketing columns or blogs (err, like the one you’re reading now), I am pretty sure you will have come across recent advice about needing to brush up on your storytelling skills!
Storytelling does seem to be hot topic these days. In fact, HubSpot predicts that storytelling will be the most important business skill of the next 5 years.