“It takes many good deeds to build a good reputation, and only one bad one to lose it.”
Benjamin Franklin

We regularly tell people that they can’t control other people’s opinions of them, but when it comes to businesses, it’s actually part of the job. Corporate leaders consistently rank reputation as their most valuable asset. How the public perceives your brand will affect almost every aspect of your business, so guiding them in the right direction is essential with a comprehensive reputation management strategy.

What is brand reputation?

In a nutshell, brand reputation is the collective public perception of your brand. It’s made up of the opinions of your customers, employees, partners, and others. Your brand reputation plays a considerable role in customer decision-making, and cultivating a solid brand reputation should be a cornerstone of your marketing strategy.

There are two approaches to managing brand reputation: proactive and reactive. Proactive brand reputation management involves projecting the best image of your company through your products, messaging and marketing. Reactive reputation management is what happens when things go wrong and you find yourself responding to a crisis. If you can master both, you’re well on your way to that hallowed good reputation.

When you think about it, most of the world’s most successful brands are trading on their reputation. If you are searching for timeless French chic, go to Gucci. If you want a high-specification car powered by cutting-edge technology, then “Vorsprung durch Technik” – you go to Audi. Before you even consider the research portion of your buying decision, your knowledge of the brand reputation often guides you towards particular companies. It works the other way as well – if you are looking for something special for dinner tonight, you might think of M&S or Waitrose rather than your usual supermarket.

The growth of the internet has changed the way we consider brand reputations. For better or for worse, it’s now easier than ever to share your opinions on a company or product via online review sites and social media. Where previously, customer feedback would have been a one-to-one exchange with a customer service representative, the entire interaction is now likely to be online for the whole world to see.

This goes hand in hand with the general mistrust of traditional advertising, with customers putting more weight on peer reviews of products and services.

This might sound like a nightmare for brand managers. But it highlights the need for them to be proactive about reputation management when dealing with customers online because everyone is watching! Proper training needs to be given to all employees to maintain the brand equity and reputation. Negative feedback is inevitable, but how you deal with it speaks volumes about you and your brand.

It’s not all bad, though. When customers say good things about your company, they are your most valuable brand advocates. Potential customers consider them trustworthy and relatable.

The benefits of building your brand reputation

  • Competitive advantage
  • Increased brand awareness
  • Renewed customer loyalty
  • Increased sales
  • Credibility in your field
  • Trust

Reputation management is an integral part of branding. It involves actively shaping how your brand is perceived and maintaining a positive image in the eyes of your audience. A strong reputation can increase trust, customer loyalty, and long-term success for your brand.


Do you need help refining your brand?

If you would like to discuss your branding, logo or identity project, call us on 01295 266644 or complete the form.

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