In an era where social action and corporate controversy are at all-time highs (just look at how many boycotts are currently active), reputation management has never been more important for businesses in every industry. These days, it’s not enough to offer an exceptional service or product – you also have to be in control of how customers and potential customers view your brand.
What is reputation management?
Both offline and online reputation management are about shaping how people talk about and perceive your brand. In the most basic sense, reputation management can be focused on the professional perception of your company (reviews and testimonials), while on a more abstract level, it can encompass how people view your brand in a moral sense (or otherwise).
This piece will explore the concept of reputation marketing, so you can feel confident that people will see your brand for what it is and focus on the value you offer with your product.
Brand reputation management vs overall reputation management
It’s worth noting that within reputation management there lies brand reputation management – the forming of a perception based on the brand or personality of the business. This doesn’t necessarily have anything to do with the reputation of the business and what it offers in a literal sense but it can have a huge impact on how people think of and talk about a brand.
For example, Dunkin’ successfully rebranded from Dunkin’ Donuts in 2018 as part of their pivot to being more “beverage-led”, and take some of the emphasis off of donuts. They didn’t particularly change much about the business operation and fans didn’t gain new opinions on the quality of their offerings, but they effectively managed their brand to maintain a strong growth trajectory.
Core elements of reputation management strategy
Online brand management in terms of perception is based around a few core pillars, including:
Managing customer feedback
Businesses need to take customer feedback seriously, taking the time to respond to, promote, and sometimes suppress customer feedback (utilising platforms like TrustPilot is essential). It’s not just about highlighting the best reviews; it’s also about taking reviews on hand and then addressing them with both responses and adjustments. It’s also important to keep an eye out for spam reviews and take steps to remove them when they arise.
Building a social media presence
Social media is a core part of daily life in the 2020s, with many people spending hours of every day scrolling through apps like Instagram and X. On these channels, companies can showcase products and services with engaging visual content, while also displaying some of their personality through customer interactions.
Implementing an SEO strategy
SEO is important for reputation management, as it allows the right kinds of customers to find you more easily. With this in mind, local SEO is also important, especially for regional businesses trying to build a customer base in their area. Ranking higher on search engines helps businesses to appear as authoritative “go-tos”, contributing to a stronger reputation.
Doing PR outreach campaigns
PR is about connecting with a wider audience along with fellow businesses. By actively completing outreach, companies can share their goods, services and business ethos with the audiences of other brands. Association with established brands and publications is another attractive reputational trait.
It’s important to note that none of these strategic manoeuvres are “one and done” decisions, with every element being ongoing if you want to maintain a strong reputation. The process of reputation management is about building a community of loyal customers who have genuinely positive things to say about the business.
If you’re struggling to manage all of these tasks, various reputation management services can support your progress. Whether you do it alone or consult online reputation management companies, don’t let this task pass you by. You’ve already put in the work on your product – now it’s time to establish the reputation it deserves.
