Brand Reputation Management: The “Whys” and “Hows”

Brand reputation management is at the forefront of every organisation due to its necessity for 24/7 surveillance that came with the flourish of the digital world. Building upon your brand positioning to become an industry-leading company, as well as gaining a positive brand equity, is a target worth striving for.

Organisations across the globe work tirelessly to build and maintain a positive brand reputation and prioritise recognition and brand recall through brand associations. Strong, salient characteristics, along with credibility and consistency, are the key to creating a positive brand reputation and to, ultimately, enhance consumer-brand relationships and consumer loyalty.

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Why is brand reputation management important?

1. Establishing Trust

When making promises to vendors or consumers it is vital to keep to that promise in order to build credibility and reliability. If any issues do arise then you must resolve any them in a professional manner to ensure the customer leaves feeling satisfied.

2. Gain Consumer Loyalty and Attract New Customers

To ensure consumer loyalty you must follow the above advice but also go out of your way to make it more personalised for the consumer. If you offer free or discounted services then be sure to tailor it to the consumer’s specific needs and be sensitive to such things as privacy.

3. Increase Brand Awareness

Positive consumer-brand interactions are crucial when relying on the oldest form of marketing, word of mouth. Positive experiences create potential loyalty and referrals. It is also important to be heard on social media, offer free products or services to social influencers to get people talking.

4. Build Relationships

Be responsive. Reply to all messages on several platforms to ensure that every voice is heard and acknowledged. Social media has turned audience engagement into a breath of fresh air. Always encourage your consumers to interact online, whether it is updating your Facebook status to start a discussion or encouraging consumers to engage in competitions.

HINTS & TIPS

  • Ensure that your employees are a true reflection of the brand.
  • Remain professional from the start – remember the customer is always right.
  • Ask for consumer feedback and make necessary improvements.
  • Monitor your brand regularly – it only takes a split second to enter a crisis.
  • Have a crisis management plan ready to initiate.
  • Most importantly, stay true to your brand and your beliefs and values.

 

 

 

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