PowerUp: Abel & Cole and Guinness: Two brands that own their weaknesses

Owning your weaknesses can be powerful for brands in establishing credibility.

And 5-star reviews aren’t always the best. In marketing, perfection isn’t always the key to success. And there’s science to back this up.?

In psychology, there’s a phenomenon called the pratfall effect, which suggests that admitting & showcasing your brand’s flaws can make you more relatable & trustworthy.

Brands that admit to small weaknesses will actually influence how receptive people are to their subsequent message because they’re more likely to be viewed as trustworthy & credible.

Your audience is disarmed by the fact you aren’t just bigging your product up, but seem to be offering sincere advice.

?? A perfect example from Abel & Cole

Look at this Abel & Cole advert as a perfect example.

The ad doesn’t shy away from addressing the brand’s imperfections but instead embraces them with humour & authenticity. By doing so, they not only connect with their audience on a deeper level but also demonstrate transparency & honesty.

By doing this, Abel & Cole is acknowledging their weaknesses & openly addressing them, it shows a level of self-awareness & a commitment to improvement. It also humanises the brand & helps build a stronger connection with customers who appreciate authenticity.

??A great example from Guinness

The slowest drink to pour in a pub is a pint of Guinness.?

Many brand owners might’ve seen this as a problem & tried to alter their product, whereas Guinness made it into one of their most iconic straplines: “Good things come to those who wait”, encapsulating the essence of their brand.

?? Why does it work?

People crave the real & authentic.?

And imperfections show honest touches that have been made by people, not machines. Think of the recent rise of “wonky veg” products.

This concept isn’t just about endearing your brand to customers. It’s about addressing the customer forces that could prevent them from switching to using your product up front. It’s about acknowledging their anxieties, friction points & overcoming inertias.?

Convincing someone your product is the right fit, isn’t always about convincing them you’re the perfect fit, it’s really just about making it make sense.?

?? How can you incorporate this??

The next time you’re crafting your brand message, consider how you can bring in the pratfall effect.?

Embrace your weaknesses, cover your anxieties & showcase your commitment to growth.?

By doing so, you’ll not only establish more credibility but also build a loyal following of customers who value your transparency.

Key takeaways

??Perfection isn’t always the right avenue to go down.?

??Embrace your weaknesses, cover your anxieties & showcase your commitment to growth.?

??Use humour & authenticity to highlight your weaknesses in your brand.