Insights

How to build a strong brand reputation

Ryan McCandless - 30/03/2022

The way people see and think about a brand is similar to the way they see and think about a person. If you have positive and strong brand reputation, potential customers will associate your business with positivity as well.

As opposed to a company’s reputation, your service’s reputation on the internet will play an increasingly important role in how you are perceived. It’s pretty straightforward – just like offline public perception is dependent upon a company’s reputation, online perception is dependent on your service’s reputation.

By considering the idea and emotions a customer associates with a particular brand, we can enhance the customer experience in any stage of interaction. Companies tend to provide customer service in different ways with regards to the user and the services they purchased. The best way to control your reputation is often through social media, emails, and chats.

(In other words, don’t forget that a brand’s reputation isn’t just about the customers. It includes everyone who has an opinion on it – guests, retailers and manufacturers for example too.)

Essentially, company reputations are really important in any competitive market. Successful companies need to prioritise this valuable asset.

What’s The Importance Of A Strong Brand Reputation For Today’s Businesses?

Strong brands go hand-in-hand with excellent service by your company. Building that effective reputation is the key to promotion, sales, and high customer satisfaction.

Research shows that people are more likely to shop at businesses with positive reviews. This means it’s important to not only resolve any negative feedback but also find ways to solicit and collect reviews.

We need to think about how your business is perceived in the market. There are various factors that occur to an organization.

Related: The importance of branding in your business

Market trust

You want people to trust you as a brand. That’s why it’s important to focus on your reputation and never slip up. This will show your customers that they can place their faith in you because they know that you’re dedicated to provide stellar service and quality products or services.

Moreover, it’s a fact that people prefer buying goods and services from brands that enjoy a solid reputation, Especially if people in their social circle use it’s products.

Higher sales

Studies have shown that brand reputation might be more important than we think. Businesses saw tangible benefits, namely that they raised both sales and profits. Fact of the matter is, it’s a huge boost to your business.

All this is possible because of the strong reputation. This reputation helps the brand stand out from competitors.

Customer loyalty

When a brand succeeds in earning more trust and positive reviews, the customers are more likely to continue to buy goods and services from it. The customer’s need for quality overrules any other incentives the competition might provide like discounts.

I would argue that there are fringe benefits to customer loyalty, such as being willing to pay a higher price. This is because, in the first place, you have already established yourself as someone who is worth paying a premium for.

Competitive edge

One fact that we can see for sure, is that the level of competition will always get higher. It’s hard for a business to make it through without a competitive edge – like a good reputation.

Having the edge over the competition means your potential for catching new customers increases, which boosts your brand’s market share.

Word of mouth

Happy customers are one of the most important assets of a brand, especially in this digital era. They serve as brand ambassadors and will enthusiastically recommend your company for free if they’re satisfied with your service.

It not only leads to increased brand awareness in the market, but it also paves the way for a business to improve its sales and profit margins over time.

Strong brand - customer service

What Are The Best Strategies For Managing Your Brand’s Reputation Online?

We’ll keep our focus on the ones proven to be the most effective, starting with:

Staying ahead of the curve

Being proactive is among the primary necessities for today’s brand managers. They should be thinking ahead of their competitors and the target audience. While branding online, the margin of error is relatively low, and any mishap can lead to a ripple effect in damaging the brand’s positive image.

If you make a mistake, it’s best to take responsibility for it and find an immediate solution as opposed to waiting.

Be specific about the deliverables

Social media has changed the customer experience in many ways and made them more intelligent than before. With endless mediums and channels to choose from, customers today have a world of choices for anything.

That’s why it’s important for brands to be very specific in delivery times and after-sales services. Experts recommend the ‘underpromise and overdeliver’ approach to avoid disappointing their customers.

Establish yourself as an authority

If you know that what you’re selling is the best in the market, you should be loud and clear about it. It will catch the eye of your target audience immediately, which will increase your brand awareness.

It’s essential that you are upfront about the quality of your product with potential clients and customers. Your competitors will say this too, so it is important to let people know why yours is better.

You will be establishing your brand as an authority in the marketplace, and people will turn to you for the latest and best content on it.

Be consistent and assertive

As they say, consistency is the key. The more you do your branding right, the more your reputation will go beyond the lifespan of your business. People can still love your brand even after it shuts down!

However, this demands the next level of consistency from your business. You have to make sure you deliver your best in all aspects of branding your business, from the quality of the products and services to the level of customer service you offer.

It’s hard to compete if you don’t keep up with your competitors. However, walking away from fighting your competitors is not the answer. If you think you’re outdoing them, then it’s your job to do more of the same.

Deliver on promises

You can’t overstate the value of fulfilling your commitments if you want to make the most out of your reputation. Fulfilling promises is fundamental to spreading positive word-of-mouth about your company.

Your customers want to see you keep the promises that you make, and if they know that they can rely on you then they will turn into your biggest brand advocates.

Value Feedback

It would be best if you realign your thinking this way. 

Who are you producing your products/services for? Your clients/customers, of course!

What if it’s not working well for them?

Redo your product/service to the requirements and likings of your customers. Otherwise, your business will earn you nothing but a bad name in the market.

You have to realise the importance of listening to your customers, gathering customers’ opinions about what’s not working for them and what areas they would like to see improved. 

Learn to accept and respect your customers’ problems, praises, issues, tips, or any feedback they give you about your product or service.

You’ll drastically improve your brand’s reputation considerably if you start doing this.

Feedback is the food of champions.

Conclusion

With the competition for business getting steeper every passing day, earning the trust and business of your target market is becoming a challenging task for most companies in all industries. It makes branding even more imperative.

Make a great customer experience your top priority. Also keeping a focus on the customer and employee retention and customer feedback to establish yourself as a customer-centric brand.

Though it might take some time, it will 100% help you grab your target market’s attention and earn respect in the long run. Once you achieve that, you’ll see sales and profits soaring as a result.

Images taken from Unsplash