What is Brand Reputation?
To summarize it in a single sentence, brand reputation would be all those ideas and emotions that users associate with a brand or product. This mental image that consumers have in their heads is built by generating trust across all Touchpoints to whom users have contact with companies.
When customer expectations are exceeded, it is easier to gain brand reputation in a more sustainable way over time. Hence the great investment of large companies in improving the experience of their customers every day.
La Brand reputation is one of the most important assets and it costs a lot to win and very little to lose it. It is important for companies to be consistent in all the channels with which they communicate with their customers directly or indirectly. These channels are both brand communications, opinions on social networks, or opinions held by friends and family, etc.
How to Create a Good Brand Reputation
1. Be Authentic
Defining your purpose, mission and vision of your brand in the business world is vital to begin connecting with people. People buy us for who we are and what we bring to the world around us. Simon Sinek explains it in his famous video of the golden circle that you have below:
That corporate personality will build trust in your customers. Generate business charisma that makes your current and potential customers speak highly of you.
2. Get to Know Your Customer Well
Knowing well both your customers and the market that encompasses them is very valuable information that will allow you to be prepared for all the challenges that may arise. If you haven't yet developed some customer archetypes correct it's time to do it together with a PESTEL analysis of the market to correctly define the macroeconomic contact that surrounds your company.
Being aware of who your real customers are will allow you to offer them what they really need. If you offer solutions to the problems of your Buyer Persona, show that your brand is committed to them.
It takes 20 years to build a reputation, and five minutes to ruin it -Warren Buffet-
5. Do Humor and not War
Having a touch of humor in their communications is always something that people usually welcome with open arms. But be careful because it must be something very subtle. An excess of humor can become perceived by people as unprofessional and lose any type of authority in your sector.
Therefore, just as we must know how to use humor in a pleasant and subtle way, anger and any negative emotion must be categorically removed. The secret is to maintain a perfect balance between seriousness, professionalism, personality and sense of humor.
6. Give without Receiving Anything (at first at least)
This is a concept that, from a purely economic point of view, is at odds with a company's strategy. Well-known strategies such as Inbound Marketing have demonstrated their long-term profitability. But that long term can be 2-3 years and few companies can wait that long to see those results.
However, long-term strategies are the ones that work best and are the most profitable. An example of this is the well-known company Zappos. Its founders didn't set sales goals for their customer service agents. Neither success rates per call nor for the like. They asked them to be themselves and to truly resolve the need for a caller. Following this mantra means recommending sneakers from Zappos competitors if they didn't have them in stock. If a prankster ordered you a pizza over the phone, the Zappos agent would give him the phone number of three pizza restaurants in his area.
Helping with the real problem and generating very strong emotions: you have to record that in your mind. Surely those users recommended the Zappos company to their friends and family with greater impact than one more customer.
7. “Connecting People”
Keep a good eye on your online reputation. The Internet is in charge today. There are a multitude of tools to know what people are saying about your brand. Use them, because they will allow you to address potential reputational crises, as well as get ahead of problems that you see are slowly developing.
On the other hand, there are user management tools on social networks where you can interact with your potential customers quickly and easily to give them good customer service and continue to improve people's perception of you.
Author: Mario Rodríguez.
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