Tips For Maintaining Your Brand Image and Reputation Management
Your brand’s image, whether it’s positive or negative, absolutely influences a consumer’s decision when buying a product — and, for just about any business, creating a positive brand image starts on the internet.
Today, in our internet-focused world, your reputation is very dependent on reviews on social media and online review sites. It is estimated that consumers need to read, on average, 10 online reviews before they feel they have a real sense of trust in a business. Since your image is such an influence on someone’s decision to purchase, it’s critical to regularly monitor your online reputation.
A negative online reputation can have an impact on your company’s bottom line, according to this study, businesses risk losing up to 22% of their customers when users find even one negative article related to the business.
So what strategies can you use to manage your business’ reputation?
Reputation management refers to monitoring the way your brand is perceived and taking action strategically to control or improve your brand’s reputation (when necessary). Reputation management is primarily monitoring and managing your brand’s online reputation on Google search, customer review sites, and social media.
Your first step to beefing up and improving your brand’s online presence is an audit to ensure that all of your channels are updated with your current imagery, voice, and values or mission statement. Outdated logos, descriptions, and values are some of the key things to look for on your owned channels. It’s also very beneficial to regularly audit other places where your logo or brand might be in use that you may not fully control.
When auditing, be sure that you have placed clear language on your website to outline your trademarks and set guidelines for how others are allowed to use your brand assets. If a situation ever arises where you need to contact someone that has been using your brand incorrectly or without permission, this text is a helpful tool to reference.
Another part of reputation management that speaks to brand protection as well as the customer’s feedback, it is of the utmost importance that you respond to any negative feedback in order to ensure customer satisfaction. Responding to negative reviews will help grow and maintain customer trust and loyalty.
When you respond to a negative review offer actionable and helpful solutions whenever possible. Don’t get defensive or make up an excuse, and if there’s truly nothing you can offer to solve the problem, tell the customer that you’re sorry for their disappointment in the service or product your business provided.
To sum things up, when managing and protecting your online reputation, you’ll want to focus on the following:
- Check that any and all online information regarding your business is up-to-date and consistent. This includes your imagery, voice, and values.
- Outline your company’s trademarks and set guidelines for usage with clear wording on your website.
- Use customer feedback to improve business practices. Respond to negative feedback with actionable solutions when you are able.