Protect Your Brand Name: Avoid Bad PublicityBy Elena Herweyer | Building a Brand
Your brand’s reputation defines your business — it’s also the most important tool you have to market your product or service. Brand recognition and reputation help sustain your sales after the initial euphoria about your product or service subsidies.
Once the consumer believes in your brand, the hard part is maintaining your brand’s reputation and meeting your customers’ expectations. Due to the strong influence of social media marketing and the Internet, a single negative review can damage your brand name and shake the confidence of your customers.
Avoid negative reviews by consistently delivering on your promises and taking feedback seriously. Handle any one-off incident with a personal touch. Acknowledge mistakes humbly, and put in place processes to correct those mistakes as soon as possible. A brand that comes across as transparent, humble and full of integrity will always strike a chord.
In addition, train your staff to be courteous and efficient. Most customers shape perceptions based on the first interaction with your brand. You should aim to present a positive image, and then reinforce that image by continuously improving your brand and engaging with your customer in a positive way. Make sure you have multiple channels of marketing communication available for customers, so they can easily approach you with concerns. Aim to establish a competitive and innovative brand strategy that provides value for money.
A professional branding agency can help you manage your brand’s image by taking care of your ratings and rankings on the Internet through analytics and SEO (search engine optimization). The agency can deliver tailored branding strategies and help to shape your identity, from logo design to brand perception. By consulting with a branding agency, you can also obtain advice on your brand identity design, corporate colour scheme, stationery graphic design, and the use of multiple forms of media — print, TV, digital marketing, and co-branding opportunities — to increase your brand’s recall value.
Your brand’s reputation depends on the value of your product/service, the satisfaction level of your customers and the brand image you portray. You can increase your brand’s value by garnering attention for your brand name and managing its reputation professionally. A strong brand name, without negative publicity, can ensure your success.