Consumer Confused; Brand Refused

Many brand marketers are puzzled when consumers do not choose to buy their brands. There could be many reasons for a consumer to not purchase or utilize a certain brand.

One of the major reasons is misunderstanding (or not understanding) what the brand is offering. In other words, the consumer is confused about the brand and its offerings. Over decades of experience, I have discovered a simple truth, which is expressed in my Brand Mantra®:

It is important to find solutions to tackle this issue so that a brand is accepted and never rejected.

I propose to find the solutions in the problem itself – in the word ‘confused’ itself.

The first solution to tackle this problem is to give clarity to the consumer about the brand and its offerings. Anything that is hazy or ambiguous could lead to confusion.

• Consumers do not like confusion.
• They need clarity.
• Only with clarity can they decide to buy or not to buy.
• In confusion, they can only decide not to buy.

• Brands like Blinkit, Zepto, and Instamart have provided clarity about their offerings.
• They specialize in quick commerce, delivering in less than 30 minutes – often within 10 minutes.
• Unlike other e-commerce brands that take three to four hours, these brands clearly differentiate themselves.
• This clarity helps consumers decide favorably and make last-minute purchases conveniently.

That is why ‘Quick Commerce’ brands are growing quickly.

The next solution is for brands to take onus and responsibility for the promise they have made to consumers.

One brand that has excelled in both top line and bottom line is IndiGo Airlines. Unlike many airline brands worldwide, IndiGo has grown its market share to nearly 64% in India because it:

• Takes the onus and responsibility of on-time takeoffs and landings.
• Ensures consumers know what to expect.
• Removes confusion, leading to wider acceptance instead of refusal.

When consumers trust a brand’s promise, they embrace it instead of rejecting it.

If you want your consumer to stick to your brand and its latest offerings, you must provide novelty.

• Consumers are excited by new and upgraded offerings.
• Novelty in a new version of a brand keeps customers engaged.
• A sub-brand or improved version should be better than the previous one.

• Apple is an excellent example of novelty.
• Whether it’s the iPhone, Apple Watch, or any product, they constantly introduce new features and upgrades.
• Consumers eagerly await new versions under the same brand, keeping refusal rates low and acceptance high.

It is important to present factual information to consumers about your brand.

• Clearly state what the brand can and cannot do.
• My Brand Mantra® applies here:

• Amul, the market leader, ensures its consumers are well-informed. 
• When promoting Amul ice cream, it highlights the fact that it is made from milk and not from artificial substitutes.
• This factual approach helps consumers decide quickly and removes any thought of refusal.

Understanding specific consumer needs helps avoid confusion, increases acceptance, and removes the fear of refusal. Ultimately, brands exist to:

• Meet specific consumer needs 
• Provide satisfaction 

To achieve this, it is crucial to understand what consumers truly need. Only by doing so can brands deliver the satisfaction desired by their audience.

• If a brand does not understand consumer needs and provides benefits that do not align with them, it is highly likely to be refused.
• Lack of understanding leads to irrelevant offerings, causing confusion and increasing the likelihood of rejection.

Many brand marketers assume that lowering prices is the most important consumer need. However:

• The actual primary need may be acceptability and quality, while price is secondary.
• Failing to recognize this misalignment results in consumer confusion.
• And as my Brand Mantra® states:
  ‘When the consumer is confused, the brand is refused.’

Whether in products or services, being sensitive to:

• Consumer needs 
• Consumer emotions 
• Consumer background 

is critical to avoiding confusion and rejection.

• Lack of sensitivity can result in confusion, frustration, and refusal.
• It is not just about what the consumer needs, but also what they do not need.
• Sensitivity helps brands avoid mistakes and build trust.

Restaurants:

• A sensitive restaurant service provider will ask consumers if they have any food restrictions.
• Checking for allergies or preferences avoids confusion and reduces the risk of refusal.

Medical Services:

• In healthcare, checking for allergies or intolerances is critical.
• If doctors and pharmacists are sensitive to a patient’s history, it increases acceptance and reduces confusion.

By being sensitive and understanding, brands can build consumer trust, eliminate confusion, and ensure acceptance instead of refusal.

Whether it is a financial service brand or a lifestyle garment brand, consumer education is a must.

• Mis-selling is a common issue, especially in financial and investment products.
• Many investors or consumers feel let down or cheated due to lack of clear information.
• Unless efforts are made to explicitly educate consumers about:
  • Brand benefits
  • Potential risks involved

Consumers cannot make informed decisions. Without proper education, confusion rises and as I have stated before,

‘When the consumer is confused, the brand is refused.®’

• Whether it is shirts, trousers, Punjabi suits, or sarees, consumers must be informed about:
  • Proper washing and cleaning 
  • Storage and ironing techniques 
  • Other important care instructions 

When brands educate consumers, acceptance increases. Without it, consumers remain confused, and the brand gets refused.

To eliminate confusion and doubt, increasing brand acceptance, demonstration is a powerful tool.

• Gadgets 
• Consumer durables 
• Mobile phones 
• Television sets 
• Laptops 

• Benefits of the product 
• How to use it effectively 
• What to avoid while using it 

• Bose audio systems 
• Samsung refrigerators 
• Bajaj microwave ovens 

These brands effectively demonstrate their products, eliminating confusion and increasing consumer acceptance and trust.

• Many brands follow this practice, but limited space allows only a few examples here.
• Demonstration enhances brand credibility in consumers’ minds, increasing purchase likelihood.

Brand marketers invest crores of rupees in:

• Marketing 
• Advertising 
• Distribution 
• Promotions 

However, it is equally important to eliminate consumer confusion.

Remember:
‘When the consumer is confused, the brand is refused.®’