When fans complained about the outdated lyrics in certain Taylor Swift songs—she changed them. The world-renowned superstar—who officially holds the title of the female artist with the most No. 1 albums, as of July—was not too big to change when it came to pleasing her fans.
Even beloved cereal brand Captain Crunch finally took a bold step and corrected a longtime mistake on its titular figure: All these years, he’s actually been wearing a commander’s uniform. But starting this August, he’ll officially be wearing the stripes that denote a captain’s status.
Sometimes, brands are called upon (by customers, by stakeholders, by public opinion) to make a change. It might be revising a mission statement or updating a policy. It might mean going green or severing ties with a controversial influencer. It could just be requesting a new menu on the item, or bringing back a beloved product.
The first thing to note is that, if crowds are being vocal about your brand—and taking the time to start a conversation—this is only a good thing. It means there is a relationship there, and that’s a wonderful place to find yourself.
The next step is to demonstrate that you’re listening and acknowledge the requests.
You may not agree with every request, and that’s OK. You might not have the resources to act on a major change immediately, even if you want to. Regardless, it’s important to foster the dialogue: Ensure your audience knows you’re open to finding a solution.
For example: Make a pledge to act on their concerns within a certain timeframe, even if you can’t immediately deliver their exact request.
It’s all about how you handle it—not just making the change itself, but nurturing the relationships that enabled those closest to your brand to come forward and request one in the first place.
A talented marketing team can help you find creative solutions and communicate them eloquently—potentially even engaging new audiences in the process. And you know we’re here to help!
In fact, we can offer one piece of advice right here, right now: Never act like you’re just too big to change—like you can simply ignore the feelings and needs of those most invested in your brand. Because if Taylor Swift can change, and Captain Crunch can change, then chances are…you can, too!
