We can often choose how we present our products, services as well as our businesses in general. Can the same be said about how others view them? Brand reputation is how your audience views your brand. The conclusion in influenced by how the business is presented, but the final impression lies with the audience.
Brand reputation is positive when the audience trusts the brand and is proud to be affiliated with it. This is shown in repeat purchase, actively advocating for the brand and sharing positive sentiments and content on the brand. A brand can also be negative. This is where the audience criticizing the brand, sharing negative sentiments about is and is ashamed to be associated with it.
“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” Warren Buffet Quotes
The mistakes that business makes that lead to a negative brand reputation include, but are not exclusive to:
1. Having poor customer support.
We are all consumers in some areas and can attest to the frustration of not being heard when we are unsatisfied with the service that we are offered. A lack of support can lead to disgruntled customers that share their opinions openly and damage your brand.
2. Not living up to your brand image.
When your brand promises something that it doesn’t, it damages your brand and kills it before it has a chance to grow.
3. Negative attention created by employees.
You have only to look at recent events where employees shared personal tweets to know that employee activity professionally and personally can damage a brand.
4. Poor online/ in-store experience.
The customer is king! They deserved to be treated well and neglecting or mistreating them leads to bad sentiments.
5. Bad Customer reviews.
We live in an age where customers are vocal and are they are not afraid to share their experiences and opinions.
“A reputation once broken may possibly be repaired, but the world will always keep their eyes on the spot where the crack was” Joseph Hall
Not all is lost if the damage is already done. There are techniques that can be put in place to improve the reputation of a brand, and if done consistently; this can improve brand reputation significantly.
1. Put your best foot forward.
2. Pay attention to your customers.
3. Do what you promised to do.
4. Always communicate.
5. Ask for feedback.
6. Respond to feedback received.
7. Address false information immediately.
8. Track and monitor your reputation.
It is worth investing in having a great reputation. Reputation pays dividends if done right and costs you if done wrong.
You do not have to do it alone, we at AMARI Marketing and Communications PTY (LTD) offer comprehensive and integrated marketing solutions that are tailored for SMME’s. You can visit us on the below platforms and contact us at firstname.lastname@example.org.
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About the Writer:
Dimakatso Moloantoa is a Marketer by profession and by passion. She has a Bcom degree in Marketing Management from the University of Pretoria (TUKS) and a BPhil (Hons) from the Institute of Marketing Management (IMM). She is currently doing her Masters in Marketing Management (MPhil) through the Institute of Marketing Management.
In 2015, Dimakatso founded AMARI Marketing and Communications PTY (LTD). AMARI Marketing and Communications was formed with a focus on Small, Medium and Micro Enterprises in their pursuit of entrepreneurial success. Its main priority is ensuring that its clients have the most competitive advantage and exposure in the array of industries that they specialize in to ensure the greatest return on investment while building lasting impressions and relations with their consumers. AMARI aims to be the back bone that encourages the great efforts that are made to create innovative products and services.