Brand Building and Reputation Management Are Today’s Business Imperatives
In today’s highly competitive marketplace, businesses are struggling to stay ahead of the race. The growing popularity of social media and online websites as a means for consumers to voice their opinions has made the game even more difficult. Hence we see an increased focus on brand building and reputation management especially online reputation management.
Reputation is about a company’s track record. Hence while brand building is customer centric, reputation management is always company centric. Both are equally important in order to maintain a positive image of the business in the eyes of its consumers.
Source: Global Xeon
Communication Is Key
Communication is a very important aspect of both brand building and reputation management. Businesses need to constantly improve and innovate on the way they communicate with their stakeholders. In today’s digital communication, online communication has become an indispensable part of any company’s branding strategy. Social media has greatly changed the feedback game. Users are quick to post their reviews and reactions on facebook, Google reviews, Twitter and likewise. There have been many instances where businesses have been caught on the back foot by social media savvy consumers.
Today, Sentiment Analysis tools are available that allow you to quickly gauge what consumers are saying about your company, products or services. Successful businesses not only encourage customers to post reviews about their experiences but also have a process to closely monitor reviews and respond back and take action especially in case of negative reviews. There is a wealth of information that can be obtained from online reviews. This information can be turned into insights using advanced analytics.
Improving Your Brand Reputation
For any business, search engine dominance can play a very important part in building a customer base. If you can get your business to be listed in the first page of Google search results, you are bound to get a lot of clicks. Make sure the information displayed about your business in the search page and elsewhere on the net is accurate.
Set up official social media accounts and manage them with a well defined public relations mechanism. Always strive to maintain a positive presence on social media. Encourage users to post online reviews and recommend your services. Maintaining a personal touch while interacting with users online can go a long way in creating a positive and lasting impression about your business.
Remember, both brand building and reputation management are an important part of marketing. Top companies know that building their brand and maintaining a good reputation takes time and effort. A well thought out strategy coupled with strong commitment can go a long way in your brand building efforts.