FLAWSOME is an old word in my dictionary but still today it remains a major influence in the world of marketing. This synergy of the two words, ‘Flaws’ and ‘Awesome’, describes a person or business who knows they are awesome regardless of their flaws. Even more, it reminds us that we all have flaws but it’s what we do with them or how we respond to them that truly matters at the end of the day.
I first learned of the rising trend of FLAWSOME back in April of 2012, this emerging trend came with the rise of online reviews and ratings.
Consumers don't expect brands to be flawless. In fact, consumers will embrace brands that are FLAWSOME*: brands that are still brilliant despite having flaws; even being flawed (and being open about it) can be awesome. Brands that show some empathy, generosity, humility, flexibility, maturity, humor, and (dare we say it) some character and humanity.
Two key drivers are fueling the FLAWSOME trend:
HUMAN BRANDS: Everything from disgust at business to the influence of online culture (with its honesty and immediacy), is driving consumers away from bland, boring brands in favor of brands with some personality.
TRANSPARENCY TRIUMPH: Consumers are benefiting from almost total and utter transparency (and thus are finding out about flaws anyway), as a result of the torrent of readily available reviews, leaks, and ratings.
* Yup, FLAWSOME is by far our most cringeworthy trend name. But we bet you’ll remember it ;-) source: https://trendwatching.com/trends/flawsome/
“...human nature dictates that people have a hard time genuinely connecting with, being close to, or really trusting other humans who (pretend to) have no weaknesses, flaws, or mistakes”
Today (2021), reviews and reputation management remain a high priority for business owners and speak directly to this long standing trend. Customer service and the customer experience remains critical in the buying decision. Reviews allow potential customers to see how flawsome a brand actually is! Every brand can make the occasional mistakes and an angry customer knows to head to the interwebs to share their experience. BUT it’s how a brand responds to these negative reviews that potential buyers can see… are you being FLAWSOME. Acknowledging the flaw in your service or product and turn into an awesome experience with a response and action plan.
So today, allow me to remind you. When you receive a review, whether positive or negative, simply respond. Show you care about the feedback- every single time. Turn your online reputation into a moment to show your FLAWSOME-NESS!
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