Safeguarding your brand’s reputation – be royally successful online

Prevailing thought, as espoused by PT Barnum and Oscar Wilde, before social media and the digital explosion of today was that any publicity was good publicity even if one was at the receiving end of bad press. This notion should probably be left in the 1800s now as Public Relations (PR) experts have been sounding the alarm on bad press and its effect on business for a while. No, today more than ever, it is imperative to safeguard your brand’s reputation.

Brand name + good reputation = success

Sprout Social reports, “The most invaluable assets of a business are its brand name and reputation. Indeed, a company’s brand and reputation is often synonymous to its success.”

In the day of the socially connected, I echo the sentiment; a hit to one’s reputation will most definitely decimate the bottom line, the heart of the matter for some.

As someone entering the online entrepreneurial space, I am so aware of pitfalls that I can fall into based on how long-established or significant brands have erred. Anybody attempting to make money online knows the amount of time and dedication that it takes to build revenue streams. Literally, every day we are ploughing into the business we hope to create and earn a living from and it would be a sad day when we make an error that could cost us everything.

Brand built over years, destroyed in an instant

The thing about a reputation is that it is built over years and can be destroyed by a single misstep or campaign. Recently, a number of major brands have taken missteps in their choices and been pilloried on social media. Customers have demanded that they do better and when that has not been forthcoming, successful boycotts have shown that how companies project themselves and manage their reputation matters. It is why Anheuser–Busch found itself in hot water lately and is now laying off staff as reported in the media.

It is why one has to consider anything that could potentially harm one’s reputation and, by extension, brand and livelihood.

Respect potential customers’ time

That old adage of treat people as you would like to be treated is perhaps as true as it has ever been.  Time is money they say and extremely valuable to us – indeed, respecting other’s time is a barometer of respect. This was underscored recently.

I decided to participate in online social media training by someone I thought was a media heavyweight. My initial impression of the media company and its communication was good. But, the company let itself down.

The training supposed to start at 9:00 am with an option to log in at 8:30 already did not start on time. To cut a long story filled with business ads short, I was ready to give up at the 25-minute mark but decided to wait a little longer due to my favourable initial impression. Sound problems hampered the session and I exited soon after – well after 30 minutes in which no training was done.

I pondered the situation. As someone who values punctuality, but understands that things go awry, I considered two things:

1. There was a problem with sound and it could be the reason I did not hear an apology.  
2. The individual mentioned that it would take a while to get fully ready. Why? It felt unprofessional.

The differential

ThePower Business School defines a brand as follows: “A name, term, design, symbol, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from competitors.” In a nutshell, it is what persuades customers to choose one brand, over another. 

The world’s marketplace is ever-expanding and in some niches, it is overcrowded. Entrepreneurs get only one shot and we better ensure it is good, especially at a time when people are supposedly regarded as having the attention spans of a goldfish when online – at least they click off in seconds if a website does not open fast enough.  

Much more than just the basics is required. There has got to be that differentiator that sets you apart. Investopedia defines differentiation as: “Product differentiation is fundamentally a marketing strategy to encourage the consumer to choose one brand or product over another in a crowded field of competitors. It identifies the qualities that set one product apart from other similar products and uses those differences to drive consumer choice.”

Thus what a brand represents and its reputation are vital in the complex decision-making process confronting consumers with arguably less consumable income to spend at a time when economies are struggling. One, therefore, cannot afford to have bad press deal unnecessary blows.    

Brand in free fall

If we are talking about brands, there is one that has been taking some bad press for a while now, Rolling Stone magazine even suggesting that it is in its flop era, and things only seem to be getting worse.  

If we are going to consider a brand that is hitting the skids on success, then the one trending on Twitter – or X as it is now known – right now with the hashtag #Unsussexful cannot be ignored. 

News.com.au reported, “These two just can’t seem to catch a break. The business press is now covering their failures and failings, the Emmys have passed them over, their podcasting dreams have been dashed, their charitable careers can be most sympathetically described as middling and they have failed to win widespread US public support or acclaim.”

If we are going to consider a brand that is hitting the skids on success, then the one trending on Twitter –or X as it is now known – right now with the hashtag  #Unsussexful cannot be ignored. 

Brand Sussex

We are referring to none other than Brand Sussex.  This is not a critique on them as a couple, rather a set of key impressions and applications I have taken on board as important from examining their professional lives and choices.  

About a year or so into Prince Harry and Duchess Meghan’s marriage, I was astounded to hear that as a brand they could easily be worth in the vicinity of US$1 billion. Insider reported this staggering reality in March 2020 already. It seemed astronomical at the time and as a result, I have kept my eye on the pair since.

But, arguably, this year has been the Sussexes’ annus horribilis. Their foray has taken a turn for the disastrous. As someone looking to build an online business, I am certainly not going to miss out on the valuable lessons to be gleaned from their business ventures.

Pillars of reputation management

Sprout Social furthermore stressed the following:“Reputation management is the practice of influencing what people think of your business or brand. A brand’s reputation has three core elements: how others see it, how the company operates and performs and what the brand communicates about itself.”

I will be referring to these key pillars in examining how the brand may have floundered in its approach.

Brand at odds – inconsistent messaging

Messaging on Archewell, set up by the duo, showed its commitment to Leading the way with compassion. Off the bat, it was always going to be risky to leave behind an age-old, well-oiled, globally recognised institution, especially while throwing potshots as they closed the door. And yet, they still needed the royal connections to build the brand in their new, joint home country.

Oprah

The now notorious Oprah Winfrey interview occurred when Prince Harry’s beloved grandfather was dying and his grandmother was grappling with her own health. Many took a dim view of what transpired. Meghan insisting on being called Duchess did not endear her to royalists or the British public. Not the best start for those trading on a royal name and it seemed everything but compassionate – especially from humanitarians.

This was at odds with the message it conveyed. An excerpt about The Archewell Foundation taken from their website states the following: “At The Archewell Foundation our core purpose is, quite simply, to do good. We meet the moment by showing up, taking action, and using our unparalleled spotlight to uplift and unite communities, both local and global, online and offline.  

“We believe that philanthropic work is more than a handout, it’s a hand held. To activate this belief, we independently create dynamic and impactful programming to serve communities in need. “

Inconsistent messaging lacking compassion reflected in that infamous interview that threw their loved ones, one dying, under the bus was not perceived as good at all and did nothing to bolster the brand or provide polish for one supposedly being focused on humanitarian activities.

Family at odds

Meghan’s fractured familial relations had come to the fore before the wedding and, unfortunately, for both Harry and Meghan, the treatment of their families over the last few years did them no favours.

The Duchess’ track record in particular, created the impression that loved ones were easily discarded. I think that it hit a nerve with many who consider family life sacred in a time when many consider traditional values under threat.   

Surely, some reasoned, if one treated one’s family with such contempt, how would one treat people of arguably less significance. Unfortunately for Meghan, she had left the United Kingdom (UK) under a cloud as her ill-treatment of staff had also come to light. Former friends like Ninaki Priddy also expressed that they felt ghosted once their sell-by date had been reached as reported by the Daily Mail. Time will tell and the jury is out as they say in the legal world.  

Biting off more than one can chew

Meghan Markle had established herself as an actress in the legal drama television series Suits and spent several years working on the show in Toronto. Recent revelations by a top Hollywood executive were scathing. Meghan’s perceived understanding of the Hollywood landscape seemed at odds with her success there. Yes, she was well connected but did not have significant roles under her belt.

Prince Harry, bless his heart, was mostly in front of the camera and his hatred of cameras and the British press remains legendary. To boot, his talents lay elsewhere and his clout in another country.

The Independent reported: “According to The Wall Street Journal, Prince Harry and Meghan Markle’s ‘inexperience as producers’ have impacted their business forays into content production that expanded beyond their own personal stories.

One has to wonder whether it was fair to expect the duo to produce excellent content for Netflix and Spotify in deals worth millions. As it stands, the Sussex duo have split from Spotify and rumour has it that their relationship with Netflix is strained at best.  

Splitting from trusted partners

In the latter half of 2022, it came to light that the Sussexes had parted ways with Sunshine Sachs, a full-service communication firm offering more than just traditional PR, that had represented Duchess Meghan for years prior to her marriage and it was surely a harbinger of things to come. The couple’s decision to handle things in-house at Archewell, in hindsight, may have been the beginning of the haemorrhaging of their reputation.

An excerpt from Marie Claire: “According to a new book about Camilla, Queen Consort, royal expert Angela Levin writes that the then Duchess of Cornwall tried to give Meghan Markle a ‘warm’ welcome when she married into the family, but that it ‘fell flat’—the Duchess of Sussex was unresponsive to Camilla’s advice, Levin says.”

From the above, it is clear that taking advice is probably not Meghan’s strong suit and it did not bode well. For ardent supporters, it can certainly be vexing. 

Hard work required

When official documents for their Archewell Foundation showed that they had only worked for what was, in effect, one hour a week, it sparked a new firestorm.

News.com.au reported: ‘The Wall Street Journal has described the couple’s “Hollywood foray” as “looking like a flop” and the Journal also reported: “Archewell employees and associates say the company often lacks direction, and that its founders at times seem surprised by the work required to finish entertainment projects”.’

Furthermore, the Independent reported: “The Duke and Duchess of Sussex left executives at both Spotify and Netflix “underwhelmed” by their alleged inability to produce enough content, it has been reported.

“Sources close to the streaming giants allegedly said that both Netflix and Spotify “have been underwhelmed by the lack of productivity by the Sussexes”.

In fact, CNN reported that “Spotify executive and popular podcaster Bill Simmons has hit out at Prince Harry and Meghan, Duchess of Sussex, labeling them “grifters,” after their multi-year partnership with Spotify ended on Friday.”

Grifters?

The pronouncement that they were grifters – sullied the embattled couple’s reputation further. They had failed to produce enough content for the deal purportedly worth nearly US$20 million only producing a holiday special and 12 episodes of the podcast Archetypes, some of which were labelled sub-par and riddled with inaccuracy.

Meghan was mocked when she had to hire a fact-checker to check her own recollections. It was the queen who had first said that recollection may vary and it did little for team Sussex, but especially for Meghan. Damning criticism, indeed.

According to my knowledge, the duchess had never produced a podcast before the deal with Spotify. Starting your own podcast anonymously allows one the opportunity to fail while virtually nobody notices – literally. I am a case in point. I have empathy with her on that score.

When it comes to the pillar of how others perceive the brand, the Sussexes have not put their best foot forward. With regard to the second pillar of how they operate has also drawn criticism. Let’s have a look at how the brand has communicated about itself in more detail.

Reputations are sacred

Reputations are sacred and a good one is hard to come by. They learnt about the value of their own when it took a substantial hit in December 2022. Their Netflix project was highly anticipated and watched by record numbers of people, but it was also the catalyst for reputational damage.

In it, the couple seemingly casts aspersions on others and complained about how they were slighted, coming across as blind to some of their own faults and Meghan’s curtsy comment made about the late queen was just too soon after her passing to be seen as anything but disrespectful – good or compassionate, my foot.  

As a result, they were seen as privileged whingers. Who in the world aspires to be that? Battering other’s reputation to bolster the Sussexes’ own clearly backfired. Negative hashtags related to the couple started trending near daily on Twitter since Christmas Eve 2022 and has continued unabated since. It makes one wonder what will it take to rehabilitate the brand?

Hypocrisy and lies

Prince Harry’s memoir Spare was also incendiary. Released on the back of the Netflix documentary, it revealed glaring inconsistencies and seemingly invaded the privacy of others. His promotional interviews did little to alleviate the reputational damage. Lying soon became associated with the brand.

The duke thus found himself embroiled in a situation where the very thing he accused others of doing – invading their privacy – could well be said of him. It left a bad taste in the mouth.

Sadly for the duke, despite breaking all kinds of records initially, the New York Post reported unwanted ones instead: “Despite being the fastest-selling nonfiction book of all time, ‘Spare’ has become the most discarded book of the summer, according to travel company On the Beach.

“Over 100 copies of the controversial tell-all have been ditched in hotel rooms, garbage cans and by pools in resorts across Europe.

“We’ve never witnessed anything quite like it. Lost property offices in our most popular resorts are brimming with copies of ‘Spare,’” Chief customer officer Zoe Harris told the Express.

Attitude and hubris

Unfortunately, self-aggrandisement seemed to be part of the package. The News International piece reported that “Prince Harry and Meghan Markle were a difficult lot to work with during their highly publicized partnerships.

“The Duke and Duchess of Sussex who have lost their multi-million dollar deal with Spotify believed they were important enough to throw tantrums and under deliver.”

Their ambitions seemingly set well above their actual skill sets irked people on both sides of the Atlantic. South Park took them down a peg or two with a blinder of an episode, Worldwide Privacy Tour, which was a serious nail in the coffin of their brand’s reputation. The timing was spot on. The producers of the show were saying what many people were starting to think and it took off like wildfire.

More serious allegations

Recently, another serious allegation of their entitlement was reported by the Telegraph and its commentary was stinging.

“For anyone but the Sussexes, the funeral of a revered monarch and beloved grandmother would be a solemn occasion, devoid of self-promotion and selfie opportunities. But was this request for a ‘lift home’ an opportunity to bask in the limelight, enhance their own image and elevate their status as “powerful establishment figures” in the US? Such a brazen display of hubris would not only have been disrespectful to the memory of Queen Elizabeth II, but also an affront to the new King, his family, and the British and American nations.”

The most humiliating part of the commentary was, “Once again, their aspirations seem to have clashed with reality, and their global reputation is further tarnished.”

It had people incensed as it is simply not done. More so, since it had widely been reported that they had rejected an invitation to visit Queen Elizabeth II at Balmoral during what would be her last summer but instead chose to attend other engagements in the UK. Though residing at Frogmore Cottage, they shunned meeting up with other royals, only for the couple to insist on being with the queen as she lay on her deathbed, suffering from what we later understood to be cancer.

To add insult to injury, Meghan had just started her Archetypes podcast and had made some digs at the royals in ill-timed interviews. Read the New Zealand Herald’s all-encompassing report here.

Their hard-to-believe, near-catastrophic car chase in May signalled a change in public perception in the States and the tide changed alarmingly. Things have not really looked up since.  

Rebrand on the cards?

Tellingly, they have also attempted a rebrand more than once. Clearly, the pair understands that their brand is not doing well. I have a sneaking suspicion that it will take more than a rebrand to right this ship. Serious introspection will have to be done and appropriate action taken.  

Perhaps Esther Krakue has been proven correct in her assessment. Geo News reported:  “Prince Harry and Meghan Markle ‘shot themselves in the foot’ by overestimating the power of the brand Sussex before leaving the Royal family in 2020.

“Speaking of the couple’s declining fame, Esther Krakue said that the Duke and Duchess of Sussex’s reputation has been ‘tanked’ ever since stepping down as working royals.

“They were only in the Royal Family for a couple of years, they didn’t engage in that many public engagements, they didn’t really have an opportunity to be embedded in the public psyche,” she said.

Esther told Sky News Australia, “I don’t think they really understood the kind of mammoth task they had to try and up their PR game and really ingratiate themselves in the public as a credible team of do-gooders.”

As for how others were seeing the brand, it became apparent that it was no longer hot property or highly regarded. Looking at Archewell as a whole – from the charitable foundation to its production arm – and how it operates, it is fair to say that there were, unfortunately, not more hits than misses.

An own goal?

With regard to brand communication about itself – the Oprah interview was a reputational bomb, the book by Omid Scobie, Finding Freedom, was contentious, while the Archetype podcasts, their Netflix docuseries, the memoir Spare – had all failed to elevate a sinking reputation. Other projects were relegated to the forgotten or cancelled bins.

As for the Sussexes, it may well be that their dream of a billion-dollar empire has been scuppered, well and truly a course redirection is required and perhaps  acknowledgement that that ship has probably sailed.

If Harry and Meghan have found the going tough even with a solid team on their side, then the work ­has been cut out for any other creator, solopreneur or small business owner. Any mistakes can cost one’s livelihood.

Compassion

In a sense, I have compassion on them. It takes years to build a business and establish a credible reputation.  Yes, despite other failings, the Sussexes have probably had it harder than most as they have not had the privilege of making those first few mistakes outside of the public glare – and allowed to try again after gaining more knowledge. Additionally, one could argue that they had taken on way more than they should have.

Perhaps, what they had produced was as good as we could have hoped for given the experience that they had. At least the silver lining for them is that this, too, shall pass and maybe the sun will rise on new opportunities for them in the future.

I would love to hear your thoughts on brand reputation management and whether this article has been helpful. Please let me know in the comments.