Your Brand reputation? Just what does this term mean and how does it apply to your business or company? That is exactly what we will cover in this short article.
What brand reputation really boils down to is how your company is perceived by customers or clients online, and offline. It’s also involves the emotions and ideas the customers associate with your brand. It revolves around everything your company does, again not only online, but offline as well. The main components that can have the biggest effect on your brand reputation involve public relations, promotions and advertising and customer service.
This can be as simple as someone typing into Google search your company name + “reviews” and what shows up in Google My Business reviews and also reviews left on Yelp and YP.com. It can also involve what people are saying about your company on social networks and talking about your product or services.
With some careful thought and planning, you can actually use the theory of brand reputation as a great tool for marketing. If your product is used by millennials, then making your marketing campaigns stand out and geared towards them is a must. This would be done by making sure your site, product pages or service pages are mobile friendly and making use of the latest social media platforms. Then portray the image that your product or services are the coolest around, and everyone that is cool is using it.
How Is Your Business’ Brand Reputation?
There are some important things to remember when it comes to your brand reputation management. Not all of your marketing campaigns will be interpreted the way you intended, or you may have a problem with a product, or for whatever reason, things go wrong.
Amanda Marie wrote a great article on Business2Community.com about do’s and don’ts when it comes to your brand’s reputation:
Before Al Gore invented the Internet, there were fewer avenues of perception that brands had to pay heed to. It was simple, there was TV, newspaper, and radio.Through a combination of good service and well-intentioned, well-designed advertisements, brands could effectively shape their image to the one that promised them the most success. Now it’s TV, newspaper, radio, and a hundred online variations as well. In truth, there are thousands – but the average brand only needs to focus on those relevant to it’s customers and industry.
The playing field is larger, the competition is fiercer, and there are significantly more angles to consider. Brand reputation management, once a subset of a business’s marketing plan, is now the driving force behind it.
There are several key facets of online brand reputation management, each of them equally important.
Don’t Spam Search Results
If you create a large number of web profiles in an effort to overwhelm Google, you’re digging a hole for yourself. There are a lot of reputation management companies that offer to build a lot of social media profiles, press releases, and other garbage web content. It’s both cheap and ineffective. Google and Bing are smarter today, and they don’t fall for this technique anymore.
Do Work to Improve Your Search Ranking
The view from the top of the search engine rankings is pretty great. A study from online ad network Chitika found that the first organic listing on any given Google search page (that is, the first listing that is not a sponsored ad), receives 32.5% of the traffic. The second listing receives 17.6%, the third listing just 11.4%. “Position zero” search results, like Google’s “Featured Snippet” and “People Also Ask” boxes may garner even more attention.
Your brand reputation management strategy should put particular importance on getting your listing to the top of the search page, and making sure it stays there. That means providing varied, quality content, and doing the proper SEO legwork to make sure you stand out.
Continue Reading “Some Do’s and Don’ts for Brand Reputation Management“
Amanda wrote a really good article. However, there is one point that she makes that we don’t totally agree with. She says that you shouldn’t spam search results with social media profiles and press releases. We do agree that you shouldn’t just build a lot of profiles and abandon them.
We take the approach of building these properties and then pushing quality content to them. This can be extremely helpful when your company has received some bad publicity and push that bad content farther back in the searches. By building these other properties and maintaining them, you will also be able to leverage one of her other points of improving search ranking results.
How Do You Begin Working On Your Brand’s Reputation?
Some companies let this first step overwhelm them. It’s really not that difficult for local businesses. Angely Grecia wrote a good article on MeltWater.com that gives some great advice on taking the first steps:
Online content adds a dimension to your brand – and ultimately your reputation – because the same brand can be perceived differently by online and offline audiences. The best way to manage brand reputation is to tell a cohesive story – to a receptive audience. While controlling the message in an age of social media is no longer an option, you can still steer the dialogue.
1) 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 colors you use impact the way people feel about your website open the first view, that assessment is often transferred to its functionality.
2) 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. As a PR pro, you can ensure the whole company understands the corporate mission, vision, values, and goals so you can all believe, live, and breathe this.
Continue Reading “5 Steps to Brand Reputation Management“
Great article from Angely. We especially like that her first point about making a good first impression. That ties into what we were talking about earlier about how your brand reputation can be tied in, and to your marketing.
Summing It All Up
How your brand is perceived is extremely important to your companies survival. It can make the difference in spectacular sells, or your business going under. By managing your reviews in search, what is being said on social media, as well as “buzz” about your business, you can take your company to new heights.
To learn more, or take control of your company’s brand reputation and management, visit our site @ MDIMSolutions.com
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