Marketing Insights

Building Brand Reputation: How to Do it Right

What is the right way to build all-important trust, communication and public perception? Read on!

Brand reputation is the most valuable marketing asset a company can cultivate. It is how your brand is perceived by customers and the general public. Building brand reputation can mean capturing a greater market share, driving sales, and opportunities for expansion. Conversely, failing to manage brand reputation can lead to unwarranted poor reviews and marketing losses. 

What is the right way to build all-important trust, communication and public perception? Read on!

Elements of Brand Reputation

Brand reputation comprises much more than product quality or customer service. It has threads of trust, communication, standards, values, and relationships built into it. This also extends to social media presence and online “persona” conveyed by the brand. In fact, a company with an excellent product and customer service can still get a negative brand reputation if their social media and online presence is not carefully managed. 

Ultimately, a good brand reputation is built on the foundation of caring about your product and your customers. Here are 8 tips to convey the value offered and build your brand reputation the right way:

  1. Connect with Customers

From prompt customer service to responses to feedback, connecting with clients and making them feel your brand addresses their concerns. There are a variety of ways to connect directly with clients. These include:

  • Connect through social media. Instagram, Facebook, Tiktok, and Snapchat all reach a different demographic. Creating a friendly and engaging online persona that conveys brand value to build brand reputation. 
  • Send out customer feedback surveys. Honest feedback is extremely valuable to meet customers’s needs and drive growth. 
  • Talking to clients in store and online. Be open to contact and ready to help answer their questions promptly. 
  • Utilize mystery shoppers to provide feedback on in-store experiences and improve everything from displays to the checkout process. 
  1. Address Criticism

With social media, brands have more opportunities than ever to interact directly with customers. It is not only about crafting the image and message you want to convey, it is also an opportunity to show value by addressing criticism. When your company receives negative feedback or comments, addressing it appropriately is one of the most effective tools to build brand reputation.

Apologize for any part the company had in the problems and try to make it right. Offer a new product, a replacement, or a voucher for the customer. Be generous and kind. Then, take that feedback or criticism and use it to make your product and company better.

  1. Show Product Value

To demonstrate value, answer the question every customer or would-be customer is asking: “why do I care?” Focus on addressing the needs of the consumer, rather than “selling” the product through marketing, social media, and online presence. A problem-solving brand reputation builds automatic trust. 

  1. Go Green 

92% of customers said they were more likely to trust a company that is sustainable, while 88% of consumers said that they would like to help companies be more sustainable and environmentally friendly. Going green is one of the easiest ways to build trust, public perception and brand reputation. 

Sustainable practices, from renewable energy to organic products to LEED certified buildings sends the message that you care about more than the bottom line: your brand stands for people and the planet. 

  1. Act on Feedback

One of the most effective ways to build customer trust and customer loyalty is to demonstrate receptivity by acting on customer feedback. Adapting to the trends and customers’ requirements will ensure continued growth in ever-changing markets. 

This also applies to employee experience — building a great brand reputation extends to the work environment.

  1. Demonstrate Transparency

Do demonstrate transparency, tell an honest, compelling brand story. Customers are increasingly savvy and will demand a brand that demonstrates transparency from raw materials to management. An authentic brand message will go a long way to demonstrate transparency. 

  1. Use SEO

A large component of brand reputation is also brand reach. No list of building brand awareness will be complete without a reminder that SEO can be used to help your target customers find your brand. It is one of the most powerful drivers in the world today to reach a larger audience whose needs are fulfilled by your value proposition. 

  1. Boost Brand Awareness

Finally, a key component of brand reputation is brand awareness. Especially for small and medium-sized businesses with good brand reputation, the key for growth is expanded marketing and reach. 

Create custom packaging, an exceptional customer experience, press releases, and social media to build brand awareness and excitement. 

Putting it All Together

Building brand reputation is a process of continuous maintenance to ensure that the customer experience, social media presence, and branding all reflect the values of your company. Demonstrate value and address the needs of your customers — and they will spread the word! 

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