Brand.com Reviews Common Approaches to Brand Reputation Management
In a new statement to the press, Brand.com reviews some of the most common approaches to online brand management. In particular, the company highlights a compelling new article from MarketingProfs, which notes that, in spite of “its current popularity, brand reputation management (BRM) is not a new concept. Most credible organizations have always taken their reputation seriously. It used to be called PR and word-of-mouth marketing.” In recent years, however, online brand reputation management has been powerfully shaped by the continued maturation of the Web. The MarketingProfs article shares its seven-step approach to brand reputation management—an approach that has earned the attention of Brand.com.
“Brand.com reviews online reputation defense strategies, like this one, all the time,” comments company president Michael Zammuto. “The seven steps laid out by MarketingProfs are good ones, and serve as a solid foundation for any company starting to think more seriously about proactive brand enhancement.”
The seven-step approach, as listed in the MarketingProfs article, includes search engine dominance, brand reputation monitoring, social media, online reviews, customer service, negative PR management, and brand advocacy.
Search engine dominance is the first item in the list, and rightly so. “Statistics reveal that roughly 90 percent of all consumers use online search engines to help inform their purchasing decisions—meaning that if you want your brand to make a positive impression with potential clients and customers, you must ensure that your search engine listings are positive and appealing,” shares Zammuto.
“Your aim should be to dominate the first page results with listings you control,” the MarketingProfs article notes. In particular, businesses are encouraged to establish their Web domains, their social media platforms, and—crucially—a presence on Google+, which is powerful in shaping Google search results.
The second point on the list is brand monitoring. “The long and short of it is that companies need to know what people are saying about them on the Web—when they are being praised, when they are being attacked, or when consumers are complaining,” says Zammuto. The article recommends such tools as Google Alerts and Social Mention, though Zammuto says that the Brand.com Command Center is an even more thorough and comprehensive online monitoring tool.
The third part of the MarketingProfs plan is social media PR; a crucial component in brand enhancement “is to project a positive business image,” the article says. “Social media provides an excellent platform for doing so, allowing you to cultivate your desired public personality. Look to maintain activity on the networks relevant to your business, and strive to create a reputation as an authority, which will add credibility to what you say.”
Reviews and recommendations are the fourth step in the process. Every business is open to criticism and critique, the article says, but moderating reviews is of the essence. “It is certainly true that all companies are subject to attacks on sites like Yelp.com, Urban Spoon, or Trip Advisor,” says Zammuto. “These sites do not require users to validate their experiences, which means that companies can get slammed by unreasonable consumers, making claims that are not based in fact. Negative reviews can also be written by disgruntled employees and former employees, as well as business competitors and corporate saboteurs.”
Zammuto cautions business owners not to respond to their negative reviews. “Addressing constructive feedback is one thing, but commenting on nasty, defamatory reviews will only end up drawing more attention to your unwanted reviews,” he says.
Customer service and culture are also integral part of any brand management plan, the article continues. “Brand reputation management is not a term that all staff will be familiar with, but it is crucial that they understand its significance,” the MarketingProfs analysis continues. “Every interaction with a customer or supplier is potentially being evaluated, so that fact needs to be communicated internally. Consider introducing targets for customer service staff and look to actively champion the importance of your brand reputation internally.”
The sixth step is for companies to manage their negative PR—something that Zammuto says is critical, precisely because negative PR can come in many different forms. “Again, negative publicity can come from a variety of sources—rival companies and unhappy employees, but, in most cases, from upset consumers. Negative comments and consumer complaints can absolutely poison a brand’s image, and lead to drop-offs in sales,” warns Zammuto.
A final tip offered in the article is for companies to enlist their best customers and clients as brand advocates and ambassadors. Such clients are the ideal people to help build a brand’s online credibility and esteem, MarketingProfs writes. The article’s specific advice: “Send your most valued customers free items, invite them to a VIP event, or ask them to take part in company feedback. The likelihood is that they will quite happily talk about their experiences online, projecting a very favorable viewpoint of your brand.”
Zammuto summarizes the seven-prong approach to online brand enhancement by saying that “what a company’s online footprint reveals—what people find about that company on social media sites, review sites, and search engine results pages—ultimately dictates whether that company is a failure or a success.”
Something else that companies can do to put their best foot forward on the Internet is to enlist the services of Brand.com, the world’s premier brand-building company. Says Zammuto, “Brand.com reviews the brand enhancement needs of companies both big and small, and we have the resources necessary to transform any brand into a brand of choice among consumers.”
Brand.com reviews the online brand enhancement and reputation repair needs of companies and individuals from across the world—and in fact, the firm is widely heralded as the leading online reputation management company in existence, known both for its heavy R&D investment as well as its proprietary strategies and methodologies. The firm’s vision is to provide clients with total control over how they are portrayed on the Web; the firm’s client list, meanwhile, spans companies of all sizes, as well as celebrities, politicians, and lay people.
Says Zammuto, “Brand.com reviews the brand enhancement needs of companies both big and small, and we have the resources necessary to transform any brand into a brand of choice among consumers.” <<< One of the best aspects of Brand.com. Every company should be aware of what search results are saying for them.
it's very important to keep a close eye on your competition. Take their best ideas and improve upon them, that's what Microsoft does :)