Today, social media has become a massive phenomenon in consumers’ lives. Businesses must now contend with users who aren’t afraid to express themselves online, and frequently do so on business-related topics. As a result, brand reputation management has evolved into an indispensable factor for any company seeking to safeguard its image and reputation. This article will discuss the various benefits of implementing a brand reputation management strategy within your organisation and the steps you can take to accomplish this goal.
What is brand reputation management?
Reputation management is the process of protecting and building a company’s reputation in the minds of consumers. Various tools, such as Public Relations, Marketing, and Advertising, can be used to present your company in a positive light. If done correctly, it can have a wide range of positive effects on your company. Reputation management is essential to every business. A company’s reputation is like a digital reputation — it reflects a business’s success or failure.
Why is brand reputation management important?
There are many reasons why you should consider building a reputation management strategy within your organisation. If you do, you will reap many benefits, including:
Increased sales: A significant percentage of consumers make purchasing decisions based on a brand’s reputation. A positive brand reputation can increase sales, especially if your company is new to a market. Potential customers are more likely to share their positive experiences online when they are satisfied with the product or service. If your company’s reputation is negatively affected, this could lead to a significant drop in sales.
Increased customer loyalty: Customers who are satisfied with the product or service are more likely to stay loyal to your brand than those who are unsatisfied. A successful reputation management strategy can help you build this type of loyalty.
Less litigation: A negative brand reputation can lead to lawsuits, which can cost significant time and money to defend. A reputation management strategy can help you mitigate this risk.
Higher employee morale: Employees who feel their organisation takes their feedback seriously are less likely to feel dissatisfied with their jobs. A positive brand reputation can encourage team members to work harder, knowing their company will appreciate their efforts.
Reduced risk of failure: Failure is more likely when a company’s reputation is damaged. A reputation management strategy can help minimise the risk of failure by protecting your brand’s reputation.
Better staff retention: A positive brand reputation will make it easier for your company to attract high-quality employees. A positive brand reputation makes it easier to retain high-quality employees.
Better community involvement: A positive brand reputation can help strengthen your community ties by building a more positive image for your company.
There are several ways to build a reputation management strategy. These include:
Establish a strategic communications plan:
As you begin your reputation management journey, it’s crucial to establish a communications plan. Your plan could include the following:
- Developing a clear brand message.
- Creating content that supports this message.
- Selecting the channels you want to use to spread your message.
Build relationships: It’s essential that you establish relationships with online influencers. Partner with online community members with a solid social media presence, or hire social media specialists to manage your online presence on channels such as Facebook and Twitter.
Use online and offline media: Online and offline media, such as print and television advertising, are two powerful ways to spread your brand message. You can also use word-of-mouth advertising through in-person social events, such as company mixer events, conferences and trade shows.
Actively participate in online forums: You must use social media channels where your brand is frequently discussed, such as Facebook groups and fora. Don’t just passively read the posts — reply, share and participate in discussions with your posts.
To conclude, consumers are now more aware than ever of the brands they interact with online, and the companies that develop a poor online reputation will find it difficult to recover. Businesses must protect their reputation online as it can help prevent negative reviews from spreading, and help potential customers feel more confident about purchasing. A brand reputation management strategy can help you protect your brand’s reputation and build its image among consumers. By implementing these strategies, you’ll be able to preserve your brand’s reputation and protect your image among consumers.
About the author:
The author is a trainer and digital communications strategist. He has over seven years of experience in various communication roles with impact consulting firms across Africa. He adds value to their brand by building capacity and making their projects visible, audible and influential through tailored strategies, content and channels.
Twitter: @ghanabakwamena
LinkedIn: Cecil Ato Kwamena Dadzie
Email: [email protected]
