Yesterday I wrote about Cyphertite’s amusingly unfortunate logo choice and whether they were too close to the design of it to notice any potential resemblance to ladyparts. This story got on my radar thanks to a friend who shared a Cyphertite employee’s somewhat disgruntled Google+ post, which I screencapped and posted below (identity redacted for privacy purposes):
This particular employee acknowledged his boss learned an “interesting lesson” but opined that it was taught via “Reddit trolls,” then went on to complain that while the criticism was valid and led to a positive change in the company’s logo, the message wasn’t delivered “in a respectful way.” I get the impression that had this employee been the first one to come across the suggestion, he might not have reacted with as open a mind as his boss did.
There’s an important takeaway from this, which is you need to filter out the way the message is being delivered and try to focus on the message itself. Never mind how it’s being said, what’s actually being said? As a business, you’re inevitably going to come across remarks that are angry, vitriolic, sarcastic, immature, hurtful, or difficult to comprehend. It’s easy to take offense — you care about your company, after all, and criticism of your business can oftentimes feel like a personal attack.
But unless the feedback is genuinely useless and negative, like “Your company sucks” or “Your industry’s a scam” without any further details, try to put your bias aside and get to the crux of the message. Saying “Your logo totally looks like a vagina. I would know because I’ve seen a lot of vag in my day” is immature, yes. It’s crass. And it’s potentially offensive. But it’s still valid feedback, and you shouldn’t ignore it just because you didn’t like what was said around it.
If you’re unable to separate your emotions from addressing honest feedback, you’re doing your brand and your customers a disservice. You’ll be interpreted as ignoring your user base and causing even more frustration, anger, and ridicule. Your customers’ comments need to be taken seriously, even if the delivery method is problematic. If you can’t handle that role, find someone who can objectively sift through feedback and remarks and extract the value from them so your company can effectively address each one accordingly. Ultimately, it’s what’s best for your brand.