How to Build Your Brand Image
How to Build Your Brand Image The reputation of a company can offer a decisive competitive advantage. In order to positively influence the image and counteract negative opinions about the company or the brand, those in-the-know use so-called reputation management.
This includes platforms such as Facebook, Twitter, Tumblr and Instagram, as well as video portals such as YouTube or Vimeo, on which users share their opinions. Posts on these platforms are always the starting point for viral movements—which can also be directed against companies. Influencers now also play a major role on these platforms. Their opinion can influence many users at once.
Platforms such as Yelp, TripAdvisor, Trustpilot, kununu and many more are used solely for the publication of reviews by customers or employees. But reviews on Amazon, Google My Business or other platforms that are not only used to publish customer opinions can be relevant. Because not only the users of the respective portals see the ratings—some of them also appear prominently in the Google search results.
A customer has an urgent question, picks up the phone, and reaches … the answering machine?! The well-deserved evening is understandable, but the fact that a chatbot or other direct communication options are not even used is very annoying from the customer’s point of view. Therefore, round-the-clock availability and the formulation of clear times and channels of availability should be on the list of priorities.
Similar to influencers, bloggers can also influence the reputation of a company because, depending on their popularity, they reach many subscribers and, with good search engine optimization, are also high in the search results. Blogs usually deal extensively with a certain topic—which can also include brands, products or services—especially if the blogger concerned is dissatisfied.
Depending on the structure, your own company website also invites visitors or customers to leave comments and ratings. This is very often the case on shop pages where products are sold online. But the company blog can also contain comment fields in which visitors can post their opinion.
Search engine results
In the Google search (or a search in another search engine) all sorts of different information is collected—from media reports to pages on the company website to the aforementioned forums and blogs. The channels and platforms on which the company has direct influence should therefore be optimized as far as possible so that positive contributions appear higher up than possibly unfavorable ones. In the case of channels that cannot be influenced (e.g. media, blog or forum posts), preventive measures should be taken to ensure that there is no negative publication in the first place—otherwise, however, action should be taken quickly and good damage control management should be in place.