The Dark Knight Advises

Donna Vieira
Donna Vieira Vice President of Marketing, Grow Socially

Posted on December 10th 2012

The Dark Knight Advises

Gotham City has a PR problem.

The bustling metropolis is ridden with heinous crime, rampant poverty and taxed with a crumbling infrastructure. Darkness and despair have descended on to the once thriving location, erasing memories of brighter days.

Gotham needs hope. It needs a savior. It needs…

The Batman.

The Caped Crusader has been protecting the hardened streets of Gotham for years. And believe it or not, his biggest issue since he donned the iconic cowl has been improving the public relations of his beleaguered home town.

Stay with me.

In 2005′s “Batman Begins,” Bruce Wayne said, “I’m gonna show the people of Gotham their city doesn’t belong to the criminals and the corrupt.” To save a little face and to spare you from the vast expanses of my geekdom, I will try to avoid too much more Batman quote recital (False.) Nonetheless, Bruce Wayne had a plan in mind to change the image of Gotham by becoming a six-foot tall, convict-thrashing vigilante. It works, despite being a touch on the unconventional side. I wouldn’t recommend it for your office.

 In business, what happens if your image is going the way of Gotham City?

Odds are, you aren’t a billionaire playboy with limitless resources to fight your business battles. But sometimes, your brand will need a face lift. There are lessons we can learn from the Dark Knight to help our businesses, and it starts with your online marketing.

 "Sometimes the truth isn't good enough. Sometimes people deserve more. Sometimes people deserve to have their faith rewarded."

When somebody interacts with your brand online, they are essentially placing faith in your company. They are making a statement that they support your business and don’t mind if other people know that. Sure, you’re offering good content and interacting here and there with your audience. But can the content get better? Are you rewarding your audience with contests and creative engagement? Riddle me that.

"If you devote yourself to an ideal, you become something else entirely."

If your brand is happening upon hard times, it is always good to rediscover some of the basic principles the brand was founded upon. Align your company with a mission that gives it a personality and an identity. Stand for something. Give people a reason to believe in your brand. Devotion to an ideal also sets your business apart from competition. Regardless of what it is – environmental conscientiousness, superior quality, fastest delivery – it can help you separate from the clutter and create recognition in your industry.

 "You'll hunt me. You'll condemn me. Set the dogs on me. Because that's what needs to happen."

This quote is wildly over the top considering this is a blog about helping brand image. However, Batman knows more about being misunderstood than most. He is outcast, disliked by many, and widely criticized. What happens if your company faces a similar challenge? Make sure you monitor what is being said about your brand online. If there are negative comments out there, don’t be afraid to address them. Social media has become such a powerful agent for customer relations. Businesses now have the chance to rectify any customer situation swiftly and practically. If your brand is being condemned online, fix it. Consumers listen to consumers.


So you’ll get started on these new plans. Because it’s the strategy your business deserves, but hopefully not the one it needs right now. So you’ll make improvements. Because you can take it.

And Grow Socially? Follow us on Twitter. Because we’re not your hero. We’re an online expert, an industry observer.

A dark knight.

Register for our webinar today. 

Donna Vieira

Donna Vieira

Vice President of Marketing, Grow Socially

Donna Vieira, Vice President of Marketing for interlinkONE and Grow Socially, is an accomplished marketer whose specialties embrace both online and offline marketing channels. She has worked extensively in the areas of social media, digital printing and direct mail, while also regularly contributing to print publications and serving as a guest blogger. In addition to her marketing expertise, Donna is also a successful business development strategist and is currently earning her master’s degree in organizational leadership. Prior to joining interlinkONE and Grow Socially in 2012, Donna was the Director of Marketing and Communications for a marketing service provider on Cape Cod, MA who had previously been a direct mail and fulfillment house. You can find her tweeting daily @DonnaVieira or connect on LinkedIn.

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