How do you build a brand reputation?

In the age of advanced technology, more and more companies have very similar and similar products and services in their offerings. A good brand can be a big differentiator in the market. This is not so easy, since we have the era of social media, and people communicate with each other 24 hours a day. The question arises: what is brand reputation?

A lot of companies focus their attention on the implementation of the company’s marketing strategy and take care of the fulfillment of all the tasks that are in this area. This is indeed a good sign. What some people don’t take into account is that there are other elements of marketing besides goals, tools and communication channels. Of course, they are not easy to grasp and execute, however, is they will not be abandoned into oblivion, then marketing will shoot itself.

What is brand reputation?

It is not uncommon to compare brand reputation with image, but this concept is a bit more expansive. Brand reputation includes: opinions, reputation, good image. It has a social dimension, why? Customers and the company’s environment have the opportunity to evaluate the readiness of the brand, and its image is a range of associations. As many people as many opinions, so each customer will have a different image of the brand created. Brand reputation is also a reflection of the company’s values, a reflection of its activities on many levels. The fact is that every company is different, has different goals, different values, has different stages of development behind it, reputation is something that is built over the years.

How do you build a brand reputation?

Today, traditional advertising is not enough. Customers are increasingly demanding and take into account a great many factors, such as:

• Trust-that is, brand loyalty to the customer
• Messages in the media that have been built around the brand-it’s not only the official marketing materials that count for customers, which, as you know, show practically only pluses, but also the opinions that are published by people not connected with the brand
• Brand’s involvement in social activities
• The way in which the company’s employees are treated-it is not only the finished external communications that are important, but also what the people who are in the company every day take away from the company
• Testimonials, or referrals from other consumers.

What not to do to avoid spoiling your reputation?

Deloitte Consumer Review conducted research that confirmed that consumers want brands to listen to them, enter into discussions with them, and respond to their requests. However, this does not always happen. Despite the fact that marketers try to keep in touch with consumers even after working hours, the Internet is governed by its own rules. This is a very uncomfortable situation, as it often dictates emotions. If the customer’s expectations are not met by the brand, the customer will start to hesitate and may give feedback that will be detrimental to the brand’s image. Reputation spoilage also contributes:

• Communication inconsistency, i.e., for example, a brand claims to be vegan while using cosmetics that have been tested on animals
• Messages that create customer confusion
• Treating company employees in a bad way.

It is worth successively avoiding these “sins”, because building a brand is a long-term process. Reputations are worked for years, and can be lost in one day.