Brand Reputation
This article provides a concise overview of the importance of brand reputation management as well as some suggestions for increasing brand awareness.
The opinions of your clients are more important than anything else to you as a business owner. Although you may feel helpless in the era of online reviews, the fact is that you have better control than ever before with good brand reputation management.
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What does brand reputation mean?
Simply defined, an organization’s brand reputation is the public’s perspective of it.
The public’s perception of a brand is shaped by their direct or indirect interactions with it. It includes everything from a company’s service quality to how it treats its customers and staff.
As a result, controlling brand reputation entails:
- Responding to criticism in public.
- Being receptive to criticism.
- Enabling all stakeholders to share their thoughts is a great way to start.
- Getting your audience to interact with you.
Why is it more important than ever to manage your brand’s reputation?
These days, online branding is something of a paradox.
On the one hand, the Web has democratized brand discussions. Customers today have more influence than ever before, and they will ensure that firms pay attention to their concerns.
Your brand, on the other hand, will certainly go down in a blaze if you aren’t mindful and considerate of what your consumers are saying.
The truth is that what your consumers have to say, counts. In reality, it is far more important than you may believe. 84 percent of individuals believe internet reviews as much as a friend’s recommendation.
That means it’s up to oneself to do everything possible to keep your company’s reputation in good condition.
Brand reputation is one of a company’s most valuable assets, despite how delicate and intangible it is. According to the World Economic Forum, a company’s reputation accounts for 25% of its market value and 87 percent of executives believe reputational risks to be more critical than other strategic risks.
Whenever it comes to smaller brands, branding reputation is just as crucial, if not more so, because they rely on it. To address the issue of why is brand reputation management essential, the most crucial conclusion is that it has the potential to make or ruin a company.
How to Boost Your Visibility Online
The great news is that if you know what you’re doing, you can manage your online branding. Here are a few fast and easy ways for online reputation monitoring.
1. Keep an eye on your Online Branding
The greatest method to maintain control over the narrative that surrounds your brand is to keep an eye on it as often as possible.
Set up a Google Alerts page for your company as soon as possible if you don’t already have one. For the uninitiated, Google Alerts sends you an email whenever someone mentions a certain term or phrase.
However, a Google Alerts page is insufficient. Also, keep an eye on your social media accounts and review sites. Your consumers are likely talking about your brand, even if they don’t identify you in a post.
Take control of all of your online profiles. This allows others seeking for you to locate, contact, and engage with you. It also allows you to keep tabs on internet talks regarding your company.
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2. Welcome Reviews
Don’t be offended by negative feedback. Every positive review you receive raises your profile. Negative reviews provide you the chance to contact your clients and make a positive impact or alter their minds about your company.
Online reviews may be frightening. Ignoring reviews, on the other hand, is not a choice. Customers rely on internet reviews to make purchase decisions, according to studies.
The sooner you begin to accept the feedback, the better. Collect as many reviews for your brand as you can.
The more reviews you have, whether on your website’s testimonials page, Google My Business, Facebook, or Yelp, the stronger your search engine optimization will be.
3. Establish Social Media Policies
Even if you’re a one-person company, having a set of social media standards on hand is essential for a variety of reasons.
It allows you to eliminate a difficult issue by keeping your brand’s voice consistent.
It may be attractive to lash out at a disrespectful customer in the comments area of your website, but doing so might damage your brand’s reputation. Play it safe and have a strategy in place.
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4. Rome was Not Built in a Day
Finally, keep in mind that building an online brand takes time. Do not however expect to earn tens of thousands of followers in a single day.
Set quantifiable, long-term objectives that will benefit your brand today, tomorrow, and in the future. Be committed to your branding approach after you’ve created it.
Analyze and assess your outcomes on a constant schedule to discover what is and is not functioning.
Allow at least 3-6 months for a sufficient sample size of findings. Then, going ahead, re-evaluate your plan and make data-driven actions.
5. React to every review
Responding exclusively to negative evaluations elevates them in relevance. You don’t want to dwell on the negative aspects of your situation; instead, you want to be transparent and make a real connection with your audience.
6. Gather feedback
Soliciting internet reviews is the same as asking a consumer how their meal, service, or new laptop went. It’s probably something you already do; all you need to do now is move those interactions to a digital platform.
The advantages of managing your brand’s reputation
If your digital PR was done correctly, you can be confident that your brand will establish trust and loyalty in your (prospective) consumers.
Brand reputation may also:
- Ensure increased sales through cultivating long-term connections with clients and maintaining high levels of quality and service.
- Gain a competitive advantage by creating a trusted and well-known brand among clients’ friends and family.
- Turn clients become brand ambassadors by encouraging them to share great experiences and recommendations through word of mouth.
- Impact business development by instilling confidence in management to enter new markets and extend the company’s operations or product range and offers.
- Increase employee loyalty by establishing yourself as a desirable employer with a high reputation in the marketplace and with whom people want to connect themselves professionally.
As you’ve seen, when a brand’s reputation is favorable, it gives it a huge competitive edge. If it’s bad, it might hurt customer loyalty, lead generation, and sales. As a result, controlling it should be a top priority, not just a need.
There seems to be brand reputation monitoring behind every great brand.
The whole first step in getting your brand a customer favorite is to keep track of its online presence, which means keeping an eye on your business brand and other pertinent information. And maybe you’ll be able to determine the genuine impact of online mentions on your brand’s reputation and turn those pieces of information into instructional strategies.
Remember how we said customers enjoy sharing their views and opinions on the internet? The important thing to remember here is that 96 percent of online brand discussions take place outside of established brand platforms.
If a brand doesn’t adopt a holistic approach to brand reputation monitoring, likely, they won’t even be aware of their reputation if they aren’t tagged.
Brand reputation monitoring allows companies to be alerted of every single mention of their brand, regardless of the source. After that, readers can respond by just noting the remark or engaging with the author.
Furthermore, having such an overview will make it simpler for you to avoid or handle crises that develop as a result of constantly shifting trends, consumer preferences, behaviors, and needs.
Simply said, being aware of a potentially susceptible reference as soon as it occurs will allow you greater time to deal with it. Then, rather than resolving the issue once it has grown to a much bigger size, you may come up with an acceptable answer.
Online Reputation Management (ORM) What It Is & Why You Need
Brand reputation monitoring to-do’s
1. Optimize the monitoring of your brand’s reputation
Hopefully, you’ve recognized that manual brand monitoring isn’t the way to go. It’s not only time-consuming, but it also doesn’t produce the necessary data for a thorough brand reputation research.
The best part is that taking the assistance of a Digital Marketing agency like Jootoor Designs can ease down your process of Brand Monitoring.
2. Make sure you don’t ignore any of the resources
When conducting research, don’t forget to go outside your social media networks and search engine results, since your customers certainly won’t.
Individuals utilize a broad range of channels to learn more about a company. These include various websites, blogs, forums, and even comments, in addition to social media. All of these things lay the road for your customers’ brand experience.
As a result, you must constantly ensure that you are collecting information from all relevant sources. Potential clients will be drawn to your brand if you respond to both good and unfavorable customer feedback from all sources. It demonstrates that you want to deliver the finest possible customer service to everyone.
Furthermore, keeping track of all sites where your brand is referenced can prevent discrepancies between the sources you effectively control and those you leave unchecked. This is frequently the source of customer skepticism about the legitimacy of evaluations on your corporate media.
3. Keep an eye on more than simply your company’s name
Also, in addition to monitoring your brand name, be sure to consider a wide variety of factors that affect brand reputation. These are the ones:
Common mispronunciations with company or brand names
- Services and products
- Important people
- Public relations and marketing initiatives (press releases, campaigns, hashtags, etc.)
- Business Rivals
- News, trends, and keywords in the industry
- Other parties involved.
Brands frequently overlook the importance of some of these aspects on their brand’s reputation. When a marketing effort had a significant impact on the public image of the company. In other circumstances, the CEO may make a rash tweet that sparks an issue.
Monitoring these inquiries will provide you with a more complete view of how your brand is perceived by the general population. You’ll be able to determine your strong and weak points, as well as concerns and opportunities.
4. Use social listening techniques
Implementing social listening is a terrific method to gain a deeper understanding of your brand’s reputation.
If you’re not familiar with the term, social listening is the process of discovering prospective development possibilities and then acting on those prospects based on information gleaned from media monitoring.
It works by listening in on internet discussions regarding subjects of interest. Social listening, on the other hand, allows you to discover the significance behind the information rather than merely collecting it. As a result, it not only tells you who has said what, when, where, in what context, and with what impact, but it also tells you why. You’ll be able to be preventative and see trends and patterns this way.
5. Enable legitimate notifications
You might consider setting on real-time notifications in addition to monitoring your brand reputation. As a consequence, if your brand is discussed online, you’ll know right away what was said and what influence it may have.
You have the option to quickly capitalize on the consumers’ enthusiasm by communicating with them or resharing user-generated material in the case of a favorable brand reference. But on the other side, you’ll be notified right away if there’s any disinformation concerning your product or if a rival takes a move that might affect your reputation.
Recognizing something as soon as it occurs is crucial. It equips you with the tools you need to respond appropriately to any event and mitigate its implications.
The finest tools for managing your brand’s reputation
1. GOOGLE ALERTS
To begin, Google Alerts is an excellent monitoring tool. The biggest reason is that it is free. After you’ve set it up, the service will send you an email whenever your brand is mentioned on Google’s search engine.
Google Alerts are preferred by Chris Muktar, creator of WikiJob.co.uk, “because they’re quick to access.” This also sends you emails with notifications based on how often you want them.”
2. SPROUT SOCIAL
Sprout Social is a social media management platform that includes audience analytics and community building. The Professional package is 149$ per user each month and includes 10 social accounts.
Sprout Social appeals to Johan Hajji, CEO, and creator of UpperKey, since “it’s a kind of two in one deal whereby you get sentiment analysis tools and, also, social media scheduling and publishing tools. This is quite important for us as it saves us time and money – which is a big deal for many of us in 2020“.
3. BRAND24
Brand24 is a media monitoring platform that includes monitoring insights and marketing analytics among its capabilities. Their Professional package is 99 dollars per month and includes 10 users, 10 keywords, and 100 thousand mentions.
It is user-friendly, according to Kylee Jacobs, Chief Marketing Officer of The Absolute Dater. “By just simply inputting keywords or hashtags, you can easily see how your brand made an impact.“.
4. BUZZSUMO
BuzzSumo is a platform that focuses on content. It may be used to locate popular material and influencers, as well as to assess their effectiveness. The Pro package starts at 99 dollars per month and includes 10 trending feeds, 5 users, and unlimited monthly searches.
Kimberly Smith, Carifly Capital’s Marketing Manager, describes: “BuzzSumo is a great tool for brand reputation monitoring. You can set up brand alerts to see whenever your company is mentioned online. In my experience, it has exceeded Google Alerts in function as far as being able to track brand mentions on time“.
Advice from field experts on how to manage your brand’s image.
1. Adapt your plan to the tools you’re using.
To manage your brand reputation, it’s important to adopt tools and processes that adhere to your marketing strategy, not vice versa. It’s more beneficial to change your tools than it is to try and make your marketing strategy fit them.
-Chris Norris, Founder and Managing Editor of SleepStandards
2. Maintain a consistent focus on your values
Make sure your brand identity is reflected clearly and consistently in your digital marketing and traditional marketing. To build a strong brand identity, your brand needs a consistent message. And that message must come from your company’s core values and strategies.
-Oliver Andrews, owner of OA Design Services
3. Make a claim on all of the potential profiles.
The best piece of practical advice I have is to stake your claim on all possible profiles. For example, we don’t use Pinterest (and never will), but we made sure to create a profile there just in case someone wants to impersonate us in the future. It’s better to have it and not need it than come into a situation where someone is pretending to be you.
-Petra Odak, Chief Marketing Officer at Better Proposals
4. Customer input is must be highly valued.
Customers are the key to your success. It is important to value their input and feedback. So, if they complain about your services or regarding a certain feature of a product, ensure to take it seriously and work on it. Improve it, and show the customer that what they pointed out has been done. Similarly, accumulate demand for what the customers ask for, and try to put that into the process. When you do, put it out there in front of them. This helps them feel valued and respect you as a brand that your customers matter.
-CJ Xia, VP of Marketing and Sales at Boster Biological Technology
5. Implement a fast-response strategy.
A lot of negative comments from clients and potential clients happen when somebody is unable to get a response to a question or comment. For this reason, we have dedicated social media employees who are always on hand to engage with people and respond to questions. We do this by implementing what we call ‘rapid response’. This means that we have a policy that all questions and comments must be responded to within an hour.
-Jack Zmudinski, Senior Associate at Future processing
BOOST YOUR BRAND’S REPUTATION WITH THESE POINTERS
As you’ve seen, managing an internet brand’s reputation is pretty difficult. It needs the proper mix of social skills and commercial acumen.
However, the sooner you embrace brand management, the faster you will be able to build and improve your brand’s reputation.
Are you curious about what your consumers have to say about your company? To understand much about the current conversation around your company, request your free review audit now.
Give us a call after you’ve decided you need to take charge of your brand’s reputation.
We would happily meet with you for a free introductory consultation to develop a reputation management plan for the success of your business.
CONCLUSION
Investing in your business’s reputation regularly will result in more loyal consumers and brand support. The satisfied customer draws new customers and encourages repeat sales and a steady revenue stream over time.
Brand reputation management may benefit greatly from media monitoring technologies. Use them to keep track of and evaluate brand mentions, and to come up with practical measures for improving your approach. This will provide your brand reputation strategy with a huge boost.
Don’t forget to use professional advice, such as maximizing your brand image, being honest, and being ready to reply to any comments swiftly. Do you have any other advice on how to manage a brand’s reputation? Or planning to take assistance from experts in the field?
Then you are at the right place. Jootoor Designs offers branding assistance at the best rates in industry.
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