When you’re a kid, bullying often comes in a few select forms.
That neighbor down the street who makes fun of your training wheels.
The 6^th grader who cuts you in the lunch line every pizza day.
Your older brother who insists that you really should quit punching yourself.
Your sister who cuts your hair “on accident.”
Bullying rears its head less and less as time goes by. You grow up. Thankfully, those around you do, too. You also learn what you’re willing to tolerate or accept – and how to defend yourself when it’s something you refuse to stand for.
As an adult, you likely know how to handle any type of bullying on a personal level. But what happens when the bullying is, well, different? How do you respond when instead of the target being you, the target is your business?
If your door is open and your lights are on, congrats. You’re open for brand bullying. The simple state of being in business, naturally, exposes you to all sorts of customers, competitors, and peers. Note well: I’m not talking about customer feedback, especially as it relates to those moments when you genuinely did make a mistake. I’m specifically talking about criticism, critiques, or comments that attack, slander, or attempt to cut down your brand and your reputation.
The good news? You can squash brand bullying, without becoming a bully yourself. Here are 6 do’s and don’ts to get you started:

1. Do acknowledge any and all comments. Whether on your blog, in a Yelp review, or a Facebook post, ignoring only makes the bully type louder – and invites their bully buddies to the digital bashing party.
2. Don’t add fuel to the fire. When you’re on the defensive, the temptation to fight fire with more fire is all too real. Be the bigger business and don’t stoop to any level.
3. Do think objectively. It’s definitely easier said than done most of the time, but consider where your source is coming from. Regardless of how personal an attack might seem, it isn’t.
4. Don’t be a robot. Words carry weight. Especially to a bully who might have even the slightest bit of reason to be upset, you’re not going to soften any blow with a formulaic, corporate jargon response. You can be professional and human at the same time.
5. Do know your limits. You can acknowledge a bully and try to right a wrong with the best of intentions and still get nowhere. Know that sometimes, there is a limit to what you can salvage. And further, the limit could very well be caused by the platform/avenue your bully chose – and you have to be willing to take the conversation elsewhere.
6. Don’t delete. Is it painful to leave even the most untruthful comments out there? Absolutely. But in doing so, you show that as a business, you have nothing to hide. And, you give customers and prospects a genuine opportunity to see how you react in a heated scenario.

Now, it’s your turn. Think of the last time you dealt with brand bullying in your business. Or, if you’re really brave, a time as a customer that you were a bit of a bully yourself. What was the resolution? How did it all play out? What could have changed the outcome?
photo credit:© iStock.com/EtoileArk

Bullies can be tough. Defending your brand can be tougher. Good news? You can hop on the defense without being defensive. Like what Jennifer has to say? Comment below or share with her directly.