3 WAYS OUT OF THE BAD BUZZ!

BAD BUZZ. The terror of all community managers in the digital age... What are the main principles to bear in mind during this type of emergency? How do other companies do it? This article is here to help. What is a bad buzz?

It's a word-of-mouth phenomenon that can have a serious impact on your brand imageand especially on social networks.

Ok your plane is crashing, you have 3 exit doors.

EXIT A: BE RESPONSIBLE

Never be in denial and restore the truth, react!

If a rumour spreads about your brand, there must be some truth in it and some that has been invented by malicious people. Don't remain silent - that would mean you agree with everything that is said about you in the public eye. Take your time, but always give a clear answer that is as close to the truth as possible.

So don't delete the content This will probably have the opposite effect, so be the captain of the ship. The aim is not to make the bad comments disappear, but rather to regulate them as best you can and calm the situation down.

LOOK! Here's how Whole Food did it by responding to critics with a quick apology, a good pun and a improved packaging. ... it was a blow for the brand when a Twitter user posted a photo of their peeled oranges arranged in plastic containers... The crime scene here.

EXIT B: BE HUMAN

You need to find an answer that everyone can relate to, so that they feel listened to even when they're wrong. These days, with the personalized marketing Customers want to feel that they can have an impact on your company. It's a one-to-one relationship.

LOOK! This is how Next Media Animation, an animation studio based in Taiwan that creates satirical videos, responded to their former employee Marina Shifrin, who had made a video of herself to announce her resignation. The video shows her dancing while listing all her criticisms of her company.

Next Media Company used a more humane form of communication instead of taking her to court.

Here's the parody video (unfortunately Marina's original version is no longer available).

THE ANSWER FOR MARINA

EXIT C: SORRY

It's not too late to apologise. The public need to hear that you (sincerely) regret the situation and they want to know what you're going to do next to improve the situation. "A fault confessed is half forgiven

LOOK! Here's how La Redoute dealt with the naked man affair: bad choice on the part of the brand to leave a naked man in the background of a photo of a group of laughing children! But watch how effective this two-stage crisis management is: first apologising, then this funny advert (sorry doesn't mean boring).

Their Twitter account, where everyone is dressed.

YOUR LIFEJACKET :

After the crisis, it's time to take a step back and analyse why it happened. That way, you'll be an expert next time.

One of the secrets of crisis communication is to be prepared for all eventualities.

Make plans to deal with every possible situation: if something goes wrong with the quality of your product, if there's an employee strike, if your muse doesn't give a good image of your brand, etc. This is how big companies cope: for every potential event that could destabilise the company there's a crisis communication plan.

You also need to be aware of what's going on with your brand. As Thierry Portal, a specialist in e-reputation Nitidis: "Reputation crises occur when weak signals are ignored".

Back to the blog

How to design your brand for China

You've finally decided to sell your product on the Chinese market.

Why not? After all, China has 1 billion consumers, a booming economy and an increasingly sophisticated market. Enough to thrill anyone with an entrepreneurial streak. But you know very well that this diversification remains risky. For a number of reasons, including design of your brand.

So how do you adapt to the Chinese market?

  • Make sure you hire a professional to translate your brand name effectively into Chinese, taking into account its phonetic implications and literary meaning. A simple literal translation can have catastrophic results.
  • Unlike the West, the Chinese process information differently. They process general information first and then analyse the details.
  • As you can imagine, colour and symbolism differ in meaning from the West. For example, the colour red is considered lucky in Chinese culture and the apple is a symbol of peace. Research the colours and symbols of your brand. This may lead you to make changes to your design but also to identify communication opportunities.
  • Thoroughly research what your brand means to the Western market and transpose it to the Chinese market to see what is likely to be misunderstood. Bear in mind that you may need to ask an expert for help.

When you think of design, you don't necessarily think of China as one of its main markets. contributors history, and it's wrong. It was in China that printing and paper were invented. This led to China having its own aesthetic, its own calligraphy and its own interpretation of visual content.

The reason why China is not associated with graphic design and art is due to the Cultural Revolution. During this time, any visual medium that did not come from the State was prohibited. But times have changed, and the China has opened up to the free market. For Chinese companies, this has meant problems to overcome. For example, adapting the design to their needs. cultural heritage while being modern, a balance that is not always easy to strike. Today, Chinese companies are fond young talent contemporary who can effectively communicate their company's values.

TYPOGRAPHY

Why is typography so important in China?

For brands in China, typography and naming are an essential part of the design for the simple reason that thevisual appearance the brand name and the meaning are completely inseparable. If the Chinese brand name is not studied, the repercussions can be quite serious. serious and often fails to penetrate the market.

Typographic 'failures

Upon entering the Chinese market, Coca Cola defined its Chinese name as 啃 蜡 (Kēdǒu kěn là) which is phonetically correct but translates to "biting a wax tadpole. They later changed their brand name to 可口可乐 (Kěkǒukělè), which means. "tasty happiness which is much better suited to Coca-Cola's marketing.

Mercedes Benz is another example. The "Mercedes" part of the brand is difficult to pronounce in Chinese and has no meaning. For this reason, the carmaker decided to adopt the Chinese name of 奔驰 (Bēnchí) , which means "Mercedes".top speed". A memorable, beautiful and meaningful brand name.

Successful typography

Once the name has been defined, the visual identity of the brand and its meaning will be merged. This can easily be detrimental to your brand if poorly executed. However, if it is done well, the opportunity to convey the meaning and values of your brand is increased. exceptional.

SYMBOLISM

Symbols from China

Through the prism of different cultures, symbols and their meanings can vary considerably.

Green is associated with positivity in Western culture and red with negativity, whereas in China.., is the contrary. Red is associated with luck and good fortune, and green with exorcism and infidelity. In China round shapes are generally associated with reunion, harmony and unity because they are more organic, whereas the geometric shapes with sharp angles are negatively associated and considered unsightly. And these are just some of the more obvious interpretations.

China is a country extremely rich in culture and in historyIt is for this reason that we recommend an in-depth study of the interpretation of certain symbolisms that could affect your brand.

MAIN DIFFERENCES BETWEEN EAST AND WEST

From the largest to the smallest

The Chinese tend to think in the most general at more detailed, whereas Westerners tend to do the opposite. For example, you can see this in the way the Chinese write their name (surname then first name), but also in the way they present the date (year then month). This sequencing can be translated into your brand's visual identity to better adapt to your Chinese customers and maintain clear communication.

Information consumption

In the West, visual information is conveyed in a lighter, more streamlined way, with the emphasis on the main aspect of the message. Whereas in China (and Asia in general), the media are much more focused. more busy in information. There are several reasons for this:

  • Firstly, Chinese characters take up less space than Latin characters and all Chinese characters have a square shape, regardless of their complexity,
  • Secondly, because information is consumed differently, the Chinese tend to browse and consume much heavier content on a single page with smaller images. In other words, when designing your interface, don't hesitate to use lots of elements.

The design principles apply

All this may seem complicated, but there's good news. Even if they are interpreted in different ways or with different emphasis, the principles of design still apply and can even be totally transposed from one hearing to the next.

Do you need help to tackle the Chinese market? The answer is... probably. If it's essential for your brand to be easily identifiable or if you're in a competitive segment, particularly with Chinese brands, there will be subtleties to take into account to create effective branding in this market. It is therefore risky to try and do everything in-house without any knowledge of these concepts.

If you're setting up your own brand, don't forget that certain Western elements will also be a factor in your success. asset. Indeed, a "European" touch is a guarantee of quality in the perception of Chinese customers. So adapt your brand enough so that your values and your message is optimized to your audience, but not to the point where brand identity is completely erased.

Do you think your future Chinese customers will appreciate your touch? exoticism?

Working in Vietnam

HI EVERYONE!

I'm Lucie Spillebout, and I've just finished my internship at the graphic design agency What'zhat in Paris. Ho Chi Minh, Vietnam. So I wanted to write an article about this internship and the fact that I lived for 2 months in this huge city and economic capital of Vietnam: Saigon.

Firstly, I wanted to come to Vietnam. I didn't yet know in what context, when or for how long. Initially, I thought I'd come here as a backpacker, but I came as an intern, which enabled me to combine the discovery of a country with work experience (so the road trip will be postponed). I wanted to come here because, after my studies, I want to move to another country, probably an Asian country, for a few years. I'd really like to immerse myself in this culture, which intrigues me.

EVERYTHING HERE IS CRAZY!

To begin with, the Vietnamese are great, they're all smiling. Well, not all of them, but ¾ of them, because seeing tourists all day long must be exhausting in the end. But they're all smiling, and the most adorable thing is the children who wave or come up to us to say "hello". I remember cycling through the jungle near Can Tho and passing houses, every other house I heard the inhabitants say hello to us.

Secondly, here stress is not a way of life compared to France. People are calm and don't run around. Like in a restaurant, for example, it's very rare for everyone to be served at the same time, waiters don't run around, you don't hear stressful remarks coming from the kitchen, and service is done with calm and a zen attitude. I've seen scooters break down on the side of the road and the driver calmly fixes it on the side, whereas in France we'd tend to get excited.

DRIVING IN HO CHI MINH IS DEFINITELY AN EXPERIENCE WORTH TRYING OUT!

To get around in the same way as the Vietnamese, I downloaded theapplication Grab. Grab is Asia's Uber, but here most of the shopping is done by scooter rather than car. Unfortunately, I didn't hire my own scooter as I don't know how to drive one and I didn't want to risk accidents on the other side of the world. And I'm not good enough at driving Mario Kart...

The most impressive thing about their driving is the red lights - you'd think you were at the starting line of Mario Kart, once the light turns green all the scooters go off at the same time and in all directions. You're being overtaken from left to right, everywhere.

What's more, their driving is quite noisy, and here the indicators are used very little, unlike the horn, since they drive where there's room on the road. They use their horns to warn others to turn, to overtake on the left or right, or to cut through a junction... (I wonder how the drivers know where the noise is coming from, knowing that all the vehicles are honking...).

NOODLES, RICE, MARKETS AND MORE!

I also tried out some typical Vietnamese dishes such as the "Phở"which is a rice noodle soup with meat and herbs.Bún chả"andBún thịt nướn", which are thin rice noodle dishes with pork and vegetables. The shape of the pork differs between the two dishes and the "Bún thịt nướn" contains spring rolls and peanuts.

The dishes here are all based on rice, noodles or rice noodles and meat. I visited the rice noodle factory in Can Tho at Mekong Delta after visiting the floating markets.

I also tried some typical South Asian fruits such as small bananas, mangosteen and dragon fruit, but I didn't try the durian. This fruit is notorious for its repulsive and very strong smell, which is a fact and the smell is comparable to that of rubbish. In fact, they are strictly forbidden in airports, much to the annoyance of the Vietnamese.

At work or at home, we've got into the habit of ordering on Grab food and have it delivered directly to the site. This meant we could access food from other districts quickly and easily. At work, we often ate together, either in the restaurant or at the agency.

During my work placement, I worked and lived in Thao Dien in district 2, which is more of an expatriate neighbourhood. I met a lot of French people there, but also Americans, South Africans, Irish...

I mainly spoke French and English, so I didn't learn many Vietnamese words, just how to say bonjour "Xin Chao" and merci "Cam on". The Thao Dien district and the city of Ho Chi Minh in general is not a pedestrian zone, so it's not very easy to get around on foot here, which is why I mainly got around on a Grab scooter. District 2 gives you the opportunity to eat all types of cuisine, being an expatriate district, you can find all types of restaurant here. Last but not least, the area is quite quiet, which is nice for walking around in the evening when the traffic is lighter than during the day.

In district 1, or the hyper-centre, you can also find all types of food at all prices. If you want to find cheaper food, you still have to get out of the expat or tourist areas. There are also plenty of markets, and I went to one in the city centre. by Bén Thành the one of Bà Chiểu and one in district 10.

MY PROFESSIONAL EXPERIENCE

I wanted to write this article for 2 reasons, firstly because it was my first professional experience abroad, and secondly because I don't think I'll ever be able to find a similar working environment in France.

I did my work placement with the What'zhat design agency, which was set up 1 year ago by 2 French expats living in Vietnam.

Working here, or rather working at What'zhat, means working independently and having objectives to achieve each week, so I had to learn to manage my timetable and my daily tasks. So I had to learn to be independent and rigorous in my work to prove that they were right to trust me and let me be independent. I really appreciated the weekly meetings to analyse what I'd learnt, explain what I was planning to do for the following week and talk about our personal and professional feelings.

I had 3 main missions:

  • The first is business development, i.e. enriching the company's customer file by prospecting on LinkedIn.
  • Secondly, I was responsible for referencing the website on directories, or netlinking, to improve the e-credibility of the What'zhat website and increase its visibility.
  • And finally, my last main task was to develop the agency's Instagram account, and to monitor and develop sales on this platform.

I found it a rewarding experience, as it enabled me to learn more about how companies work, how they sell and how they canvass customers. I was also able to discover how SEO works and a company's brand image on social networks. What's more, this working method has enabled me to learn more about myself, my autonomy and my way of seeing and approaching work.

https://www.youtube.com/watch?v=l9sfqk5gaYI

Have you ever been there or worked there? Tell me about your experience in the comments.

Passion, the key to success

Work for your passion

As many people sayPASSION IS THE KEY TO SUCCESS". But why are so many entrepreneurs still worrying about their business, if passion is one of the main reasons why they initiated it?

Starting with some facts:
According to the global entrepreneurship monitor, the fear of failure rate in the global economies has an average rate of 40%. Having a look at the statistics shows that within the first years of the journey roughly 80% of new businesses fail.
So, no wonder, that people with an entrepreneurial spirit are afraid to start their own business! The prospects do not seem good.

As an entrepreneur, you create a business for which you believe no one else addresses those needs of your customer. You want to build something unique which changes the world. Whether it's something which actually solves worldwide problems or if it's offering services in order to help other people. Entrepreneurs are defined as supportive humans which try to help the folks but always keep in mind the financial motive. They are combining their dreams and career once and do what they love. It can be said, that building up their own business is connected to following their passion.

That sounds all very attractive, but I was asking myself: what does passion actually mean?
According to Ms.Jemi Sudhakar "passion"can be described as followed:

"Generally it refers to someone who has intense feelings on some topic, (...) Your passion can be anything that simultaneously challenges you, intrigues you and motivates you. Contrary to the idea that doing what you love makes work effortless, a passion puts you to work. It's what you're willing to sacrifice lesser leisure and pleasures for life."

Well, it does sound to me, that being entrepreneur is only doing what you want?
Let me tell you, the passion for the business, may strive for an entrepreneur in their everyday tasks - but entrepreneurship is not only about the good things. Entrepreneurship does not only mean being your own boss and working flexible hours. It is also not only about working from everywhere you want: today in Berlin, tomorrow in New York and maybe at the coffee place around the corner or in your pajama right from the bed? This all may sound very attractive for today's workforce and does not really sound like actual "work". But between us: you as an entrepreneur, you are afraid! I know this job comes with scary parts like continuous improvement, responsibility for success, being competitive, and supervising all activities. Also, leisure time and time for yourself can be limited.

It is the time now to face those fears and actually accept and embrace them to keep succeeding.

Besides the ones already mentioned, what are the fears entrepreneurs experience when having or starting their own business?

Fears of an entrepreneur

👉 Fear of not being accepted

Why do people always strive for the acceptance of others? Why does it mean so much what other people think about You and what YOU are doing? Shouldn't be your focus on yourself? Develop and grow acceptance and confidence in your abilities and skills. Therefore, investing in yourself is the most important thing. As more confident you feel about your skills, as more courage you have to grow your business. And by the end, you don't have to fear other's acceptance because you know what you can.

👉 Fear of financial issues

Building up your own business comes automatically with financial fear. Without those it would be a bad sing - it would mean you are way too confident about what you're doing. Life can change rapidly and thus it is necessary to be prepared for difficulties which may appear. Financial security should be a reason which makes you work hard every day. In order to make your business successful, there will always be something you have to put money in. A piece of general knowledge about the financial situation is therefore vital.

👉 Fear of losing creativity

Creative ideas are what entrepreneurs need to lead a successful business. Therefore, it is understandable that the imagination of not being able to come up with unique ideas in the future is scary. Always feeling the pressure to come up with something more creative and better than last time or your competitors. Thus, it is of importance to foster your creativity.

👉 Fear of failure

The fear of failure is probably the most entrepreneur's experience. It is the word "failure" which is associated with something negative, as someone has not been successful. But is it really bad to fail? What about the things you learned after you failed? Maybe failing can still be successful. Perhaps not about the business you created, but it can be seen as feedback which should be used in order to improve your business. Always think about what the worst possible scenario you could experience when failing - and you will see it's probably not as bad as imagined.

One of the most well-known entrepreneurs said once:

"It's fine to celebrate success but it is more important to heed the lessons of failure".

Bill Gates

The resources you'll need

While reading you might think, this is not what you are afraid of. Why shouldn't I be able to come up with creative ideas in the next 2, 5, or 10 years? But maybe you have only been pushing away those doubts? Because you know, in the end, people will only tell you: I knew you won't make it.

I tell you: All entrepreneurs experience different fears throughout their careers. The more important question is: who is taking the risks and fighting for their success? Moving forward even though you are scared means that you are always a step ahead to the people who avoid the fears and take the safer path. Facing your fears will allow you to move on, and experience new challenges and grow bigger, while your competitors will be stuck with the old habits.

Despite all those possibilities of uncertainties, being passionate about what you are doing can be a differentiating factor between the success and failure of an entrepreneur. Not only passion is necessary for an entrepreneur. There are some characteristics which are crucial in addition in order to gain a victory.

Vital characteristics for an entrepreneur:

✔️ Imagination

Being creative is the base of a business. Entrepreneurship is about thinking outside the box and offer better-advanced solutions compared to your competitors.

✔️ Self-motivation

Since entrepreneurs are their own boss, there won't be anyone to push you. It's your job to bring a high amount of self-motivation in order to stick to your overall aim.

✔️ Versatility/Flexibility

As an entrepreneur, you will often be in unfamiliar situations where you don't know what to do. Changing trends are part of your business. Your business is only working if you are able to adapt to different tasks: Social Media Manager, Accountancy, or Website Developer?

✔️ Self-confidence

Of course, you will not always be confident in what you doing. Despite that, without confidence in what your business is offering and in what your abilities are, your business can not succeed. Be committed to your work.

✔️ Optimism

You need the right amount of optimism, to reach your goal. You have to believe in what you are doing. But don't be naïve!

✔️ Visionary

Without a vision of the business - what are you working for? A goal is essential - it is what brings you to work in the morning and let you stay up all night long. Without a vision, there won't be a success.

As you perhaps figured out while reading this article, entrepreneurship isn't something for everyone - and that's ok. But for those who decided to start their business or already in the middle of leading their own company you have to face challenges in order to be successful. As we learned passion might be a helpful characteristic trait, but not the only one which is important for entrepreneurship. At least we know that passion is what you should bring with when you start your business, in order to get the daily motivation and strive for something big and better.

And don't forget:

"One of the huge mistakes people make is that they try to force an interest on themselves. You don't choose your passions; your passions choose you."

Jeff Bezos: founder, CEO, and president of Amazon

As an entrepreneur don't let the weaknesses cover your strengths. Focus on what you are good at. It' your job to sell your customer what you are a master in, and in the background get the help for what you are struggling with. It's your choice how you want your customer to notice you: a business with their own issues or as one which masters in and about everything.

Here at Whatz'hat we know what challenges you face at the beginning of your entrepreneurial journey. We have been there, and we have helped many other businesses at the beginning phase or at a later stage when rebranding popped up as an issue.

Working with Whatz'hat takes away the tasks you are struggling with, so you can concentrate on the passion thriven parts of your business. We will make you feel confident in what you are doing and create something unique WITH you for your future.

Do not hesitate to get in touch with us for a free audit of your business - we are here to help you out!