Brand reputation tells your audience whether or not you can be trusted with their time, energy, and money.
“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” – Warren Buffett
Brand reputation management is critical to growing a business. A positive brand reputation builds loyalty and increases customer confidence in your brand and product, ultimately driving sales and bottom-line growth.
There’s a saying that, “Any publicity is good publicity.” It’s wrong. If you have negative publicity it can sink your company.
Here are some do’s and don’ts of reputation management online.
Listen to What Customers Are Saying
Social media is one the most effective ways to hear the unedited voice of your customers – especially the unhappy ones, who post 879 million messages on social channels every year!
But how can you possibly find all those posts, much less sift through them and pick out the important ones?
It starts with a social listening tool that searches for mentions of your brand, products, and related hashtags and keywords.
Remember that social media isn’t the only place consumers are talking about (or to) you.
For a complete picture of potential problems, you should consider reviewing transcripts from live agent and self-service interactions, surveys, and consumer reviews as well.
Make a Good First Impression
What first impression do you want your brand to portray? … Time’s up.
It takes less than 50 milliseconds to form a first impression. First impressions are so important because they give way to a ‘halo effect.’
Consider how visual design and the colours you use impact the way people feel about your website open the first view, that assessment is often transferred to its functionality.
Make sure your logo, website and social media language speak the same language.
Own and Embrace Who You Are
Your brand is derived from a mix of who you are (your executives and colleagues), who you want to be (your brand values), and who people perceive you to be (the user experience and branding).
In a perfect world, your reputation follows the brand.
Help this along by making your brand present across the customer touch points in the business: how employees answer phones, what employees and salespeople wear, what language they use when describing your services or products, e-mail signatures, social media presence and how they engage online, everything one can think of.
The brand is every employee’s responsibility–not only the communications team’s.