There’s nothing more important than maintaining the reputation of your brand. In a diverse and competitive market, oftentimes it’s the customer’s opinion that sets you apart from competitors. When it turns sour, you can lose out on a large chunk of your target demographic, which doesn’t bode well for business.
Every company needs a good strategy to protect its brand’s reputation. The larger your business gets, the more difficult this task becomes—which is why you need to adhere to certain principles to keep it up. Here are a few ways to work on your reputation and maintain it.
Build your brand with ethics
Today’s consumers like companies that are ethical. If you want to keep your brand’s reputation, you have to ensure that your products and services come from an ethical source. The principles of your business are tied with your reputation, and consumers are paying more attention to your actions than ever before.
Being the silent hero won’t get you anywhere, though. You have to emphasize the steps you take to keep your company ethically sound. Make it a part of your marketing campaign. If you produce cosmetics, it helps to mention that you don’t do any unnecessary experiments on animals. For most forms of production, it’s also important that you avoid damaging the ecosystem. Add tags to your boxes and wrapping to remind consumers that everything is sourced ethically and sustainably.
Keep opinions private
In recent years, many brand owners have made the mistake of voicing certain opinions online, to the detriment of their social media following. This has led to plenty of boycotts and distancing from these brands. With this in mind, it’s important not to overshare things that other people don’t need to know.
Politics and religion are key topics that brands shouldn’t get into. Not that there’s anything wrong with having an opinion on these matters, it’s just that a statement can alienate large parts of an audience that hold firm beliefs. The issue is that the words of a brand’s owner or representatives reflect on the brand itself, which can cause issues. If certain customers don’t share the same views, they may choose a competitor. The best course of action would be to keep opinions on these things private.
Create a policy for social media
Just about every company has a social media aspect of their digital marketing strategy. It’s become a quintessential part of branding in the twenty-first century. As representatives often speak for a brand on social media, it’s important that they have the same tone and opinions to represent it properly. With social media’s reach, one mistake can cost your brand’s reputation quite a bit, especially if covering a sensitive topic.
Public posts should be regulated by a strict company policy. Representatives need to be consistent with their social media tactics and reflect the company in a positive way. Because of this, it helps to have a policy that guides them.
Utilize review systems
Reviews have always helped businesses improve their brand integrity. Whether you receive positive or negative reviews doesn’t matter, as long as you act swiftly and reply to them as often as possible. Encourage customers to leave a review of your products, services, and customer support. These reviews can provide you with crucial information that you can use to make changes to your products and marketing. Not only that, but they open up an avenue to help customers as well.
Your brand’s representatives should address as many reviews as they can, especially the negative ones. Trying to resolve the customer’s problem is a key part of building a positive view of your brand. If you manage to improve their situation with your service, encourage the customer to revise their review and turn it into a positive one.
Be proactive with disputes
Lawsuits and spam complaints have a way of tarnishing your business’s reputation. This is why it’s so important to take care of them straight away. The longer you let doubt linger over your brand, the likelier it is that consumers will avoid it.
As a preventive measure, you should always research the legal requirements of your business, website, and the products you feature. Attach all the necessary disclaimers before introducing something new. File for a trademark for new products and services as well. If you sell internationally, make sure you comply with the GDPR for customers in the EU. Always have visible and easy to use unsubscribe buttons for your emails and subscriptions.
If it comes to a legal dispute, have experienced litigation solicitors ready for your side. They’ll be able to prepare all the necessary documentation as soon as possible and help you take care of legal issues. You can also consult them about the legality of new business ventures and decisions whenever necessary.
Connect with influencers
Influencers play a vital role in modern digital marketing and brand management. People trust their fellow consumers more than they trust the word of a business. While influencers often market specific products and services, they are considered a more trustworthy source of information than ads and typical reviews.
You should convince an influencer to try out your products and market them to their audience. A giveaway can go a long way towards getting people familiar with your brand. You can also contact an agency that works with popular influencers and organize a shoutout for your services. The influencer’s audience will consider your brand more trustworthy if it’s featured with their favourite influencer.
Protecting your brand’s reputation is no easy task. With every negative comment and legal dispute, trust in your company can erode rather quickly. Once this happens, it’s even more difficult to get that trust back. The good news is that you can get people on board with your company with proper preparation and communication. Be transparent when it’s necessary, stay silent when it isn’t, and you’ll be on your way to being a customer favourite. Consider a few of the above methods and you won’t have trouble with your reputation any time soon.