Currently, managing a brand reputation is one of the key activities in determining how it is perceived and, therefore, its development and growth potential. Understanding that this reputation is a key intangible asset for companies today, regardless of the sector in which they are inserted, managing the reputation of the brand becomes one of the most important factors to take into account. Therefore, below, we tell you 5 steps to do it correctly.
Importance of managing brand reputation
For both individuals and companies, digital reputation management is essential. This is because, in a context of increasing competition, users tend to orient themselves towards those brands or people who have positive comments and who convey trust and transparency. Especially with social networks that make it easy for any negative comment to expand exponentially in a short time, knowing how to manage the brand’s reputation is what will allow it to recognize potential points of crisis, resolve them, manage the crisis to prevent it from growing and, at the same time, improve the reputation of the company or organization.
In short, we can say that every company, regardless of its sector, needs good reputation management if it wants to grow and develop. This is what will allow you to reach a greater number of clients, build bonds of trust with them and, in addition, reach talents interested in the brand, suppliers, etc.
The steps to follow to correctly manage the reputation of the brand
There are many ways that a company can consider to manage its reputation. Next, we are going to tell you about the most important steps in this regard:
1. Conduct social listening
One of the first keys to managing a brand reputation is knowing what is being said about it at all times. At this point, both social networks – where the public tends to find a scenario par excellence to share their opinions – and web platforms, blogs, forums, among others, should be points to be analyzed, tracked and listened to by the company. This will allow you to have a clear view of what users are thinking and saying around the brand. Being able to recognize problems in advance for their resolution, as well as being able to better understand the expectations of the clients.
2. Be transparent
A mistake that is often made is to think that keeping business practices hidden is what will help protect the reputation. This is far from true. Users today are looking for companies that are transparent about their processes, products and services. It is considered that people appreciate more when they know that companies are not lying to them and that they can make a conscious decision under a magnifying glass of knowledge regarding what the organization does or does not do.
3. Use criticism constructively
One of the things that can be done thanks to social listening or active listening is to use it to learn from criticism. Taking user comments as a source to know what needs to be improved greatly helps companies to change their methodologies and make decisions based on what the public itself expects.
4. Respond quickly
In addition, with social listening we can know immediately when there are users who are making negative comments or complaining about how the brand works. When this happens, it is not only important to respond and not ignore complaints or negative comments, but it is also key to respond effectively, being willing to listen and providing solutions. In addition, it is always essential to maintain kindness and good manners.
5. Communicate within the company
Finally, when thinking about brand reputation management, one tends to think that this is only oriented towards the public and what is “outside”. But this is not true. Generating a good image within the company itself, gaining the trust of employees and suppliers, is key to its growth and for talents to continue choosing to be part of the company.
At 202 Digital Reputation we are an agency specialized in managing brand reputation. We develop professional tasks with highly qualified personnel for this, in order to accompany companies to achieve their commercial objectives, avoid or control crises and improve reputation