Brand reputation management involves the monitoring and managing of public perception for your brand, making it key to building and growing a thriving business. The stronger a brand reputation is, the more people will trust and advocate for the brand.
Benefits of brand reputation management include:
- Higher sales
- Increased visibility
- Builds trust and loyalty
- Real-time insights from customer feedback
- Improved customer experience
Why Brand Reputation Management is Crucial For Organizations
A strong brand reputation strategy will help your business manage its brand reputation, increase transparency, gain customer respect, and properly prepare for any potential crisis. As brand reputation can change over time, reputation management is important to monitor and manage reputation closely.
A strong reputation increases customer confidence, builds loyalty, and drives sales, as people are more likely to buy your products or services if they perceive your brand positively. Customers’ perception of a business can be shaped by building brand experience around the customer’s needs, interests, values, and opinions.
Elements Involved In Managing Brand Reputation
To reap all the benefits of a strong brand reputation management strategy from building a brand identity and establishing brand presence to shaping a great company culture and a crisis management plan, brands should be proactive and reactive.
Monitoring online presence and customer feedback
Feedback, opinions, and reviews based on your customer’s experience are crucial for brand reputation management. Customers now trust other customers’ online reviews to make their own opinions and choices on whether they should buy from a brand rather than another. Monitoring your online presence allows your brand to flag any negative or concerning comments and positive comments that are potential engagement opportunities. Brand reputation management enables you to address all mentions right away, and avoid or at least reduce any outbreak.
Addressing negative reviews and complaints
Negative feedback can be an opportunity for your brand to showcase your customer service and how you address complaints and handle issues. Your reaction is important to show customers you care about them, their satisfaction, and that you are resourceful and willing to correct your mistakes.
Ignoring negative feedback might not be a strategic move, as how your brand responds to negative comments has a direct impact on your brand reputation. Try to resolve issues as fast as possible, instead.
Pay attention to what your customers are saying, as complaints can also highlight areas where your brand should work to improve a specific product or service. For example, company review management can help your brand engage in a meaningful way with employees and create a two-way conversation to understand their needs and concerns.
Maintaining consistent branding and messaging
Consistency is the key to maintaining a strong brand reputation. All your channels should show current and up-to-date images, messaging, and information, as well as clearly outline your company’s trademark, to cultivate a positive user experience and enforce your branding.
Building positive relationships with stakeholders
Brand management is a team effort, as each individual, stakeholder, department, and employee has an influence on customer experience satisfaction. The best way to improve brand reputation is to take the time to share, discuss, and brainstorm the steps that need to be taken to improve brand reputation, so everyone understands their assigned role, from public relations and customer service to sales and investment.
Having a crisis management plan in place
There are no brands immune to the rise of a crisis, but the type of crisis that may arise and the frequency will vary depending on your business and industry. Preparation and planning are key to knowing what to expect and how to react and respond when a crisis will inevitably occur. Your crisis management plan should include specific crisis planning to be prepared to react to product issues, customer criticism, employee or brand errors, site or platform outages, global events, crises, or even tragedies.
Strategies to Build a Positive Brand Reputation
A proactive social media management strategy will help your brand increase its brand reputation by knowing where you should focus your efforts.
Responding swiftly and effectively to negative feedback
Brand management best practices include responding to and resolving customer issues rapidly to increase customer satisfaction and nurture a positive brand reputation. Efficient customer service brands offer multiple support channels (social media, phone, email, or even chatbot) for customers to be able to easily reach out on their preferred and most comfortable channels.
Empowering employees to be brand ambassadors
There is nothing better than employees advocating for their own workplace. Employee engagement programs help boost employee satisfaction and well-being. Happy employees are most inclined to become brand advocates, as satisfied employees work harder, have better morale, and care more about the success of their employer’s business.
Positive workplaces also help with recruiting, as potential employees are most likely to trust word-of-mouth information from satisfied former or current employees, rather than regular brand recruiting methods or advertisements.
Use social listening
Backed with AI technology, social listening services are undeniable tools to track, analyze, and optimize brand, industry, and competitor mentions across all social media platforms. Your brand can leverage social media listening to get alerted every time someone mentions your brand (positively or negatively) on social media. This tool enables you to stay ahead, react, and reduce the spread of negative mentions, as negative sentiment tends to spread more quickly than positive ones.
Conducting regular audits and assessments
Brands with a strong reputation take the time to sweep the web for online conversations to learn about what people are saying about their brand. Regular audits are a great way to monitor all social media platforms, customer reviews, search engines, and review sites with relevant keywords to understand customer perception and strengthen your brand reputation management strategy.
Examples & Use Cases of Managing Brand Reputation
Brand reputation management can be challenging with so many different elements to consider. Here are a few examples of best practices on how your brand can use brand reputation management to its advantage.
- Add customer reviews and success stories to your social media platform, website, or even ads: Show how you value your customers, their opinions, and feedback.
- Removing negative online articles about your brand: Reduce the negative impact on your brand reputation.
- Use influencer marketing: Improve positive brand awareness and build trust.
- Take ownership of customer disappointment: Acknowledge that you did not meet client expectations, invite customers to share their information to discuss the issue further, and offer solutions to resolve the issue.
- Quick response time to all comments and reviews: This is an opportunity to defuse situations when customers are upset and make sure they do not sit with their dissatisfaction for long.
- Express gratitude to loyal customers: Show how you value your customers and don’t take their business for granted.
- Actively ask for and respond to reviews: Respond to online customer reviews, listen to their feedback, and implement them.
Start Building a Brand Reputation with ICUC
Creating and growing a brand that people love and won’t stop advocating for is possible with enough time and the right resources. With a strong reputation, your brand is more likely to attract new and repeat loyal customers, leading to long-term success.
Book a meeting with us to learn more about how, together, we can reach your brand reputation management goals.