Article: Resting Brand Face

First published: MARCH 5, 2020 www.thefeels.uk WHAT’S YOUR RESTING BRAND FACE? AKA WHAT IS IT THAT CUSTOMERS SEE WHEN THEY ARE EXPOSED TO YOUR BRAND OUTSIDE OF YOUR CONTROLLED CHANNELS? IT MIGHT BE PERFECTION, CLEAR SKIN, SPARKLY EYES, NOTHING BUT 5 STAR REVIEWS AND KILLER USER GENERATED CONTENT. OR IT MAY BE MORE OF A TWO DAY HANGOVER FACE WITH RED WINE LIPS, GIVING YOU A NOT-SO-GREAT REP. Apparently I am a sufferer of resting bitch face. Unbeknownst to me, my face falls flat and I look to be pissed off and agitated. It’s certainly not intentional and most of the time I’m probably happily playing in my imagination rewatching my favourite episode of The IT Crowd. But it’s something I need to be conscious of and as a brand, the concept of unintentional perception is something you should be aware of too. Obviously as a brand you don’t have a literal face (or if you have an ambassador, definitely choose one that smiles), but there is a perception of your brand outside of your channels. Yes there is your website, social media and customer services, and thankfully they’re in your control. All the effort you’ve put in to killer copywriting, beautiful imagery and witty social posts are great ways in which to put your best foot (or face) forward, but have you taken the time to look outside of your controlled channels to see what else your customers see? Hit up everyone’s best mate Google and start to trawl. You’re looking for reviews, blogs about your product or service, news articles, customer generated content; any mention of your brand is vital to understand your resting brand face. Are they positive and generally bigging you up or are there issues that need attention? After all, the internet is a big, equally bad, equally wonderful place, any misinformation out there can seriously damage your brand, regardless if it’s factual or not. So take the time to audit and see if that resting brand face is really a resting bitch face.