As Socrates once quoted, the best way to earn a positive reputation is to decide to be what you want to be. In this regard, the path to achieving proper reputation management is closing the gap between your business and the perceptions people have of it. If this is to be applied in the digital marketing setting, the expression, clarity and consistency of the campaign will either work in favor of the business or lower its reputation.
Factors that affect the reputation of a brand
As a CMS WiRE article explains, the factors highlighted below are more likely to affect the reputation of a brand.
- Clear purpose definition
Stakeholders are less likely to believe the message the brand is passing if there is not a definite brand narrative and purpose. This process begins internally and goes all the way to include your employees, who are taken as Reputation.com ambassadors. They should be articulate as regards to the vision of the company and if the narrative of the brand or company is lost in them there is likely to be a crisis that may reveal the weaknesses of the brand.
- Global reach
Although the online world is global, the effect of the message shared by a brand may have regional interpretation. The organization’s narrative should resonate with local audiences while maintaining consistency with the outer world.
- Crisis communication
During crises most businesses go into panic mode and this could send a stark message to the audience. This is the best time for the brand to show itself well and reveal even more. How a crisis is handled determines future outcomes and affects the perception of the business among potential customers.
- Monitor and improve
The reputation of a brand is earned based on the events that happened in the past and what happens in current setting. Mistakes are often part of the engagements the brand makes and these are just opportunities as they allow for change and improvement. Therefore, it is vital to keep monitoring brand sentiment and feedback so you can analyze the movement of the reputation of the business.