For the internet marketer, brand reputation will forever be a mystery.
Use it effectively and people will be flocking to buy your products or avail of your services even if you’ve spent a minimal amount of money on your marketing strategy. Because you or your company has a sterling reputation, there’s no need to market your brand too much; all it takes is that people trust your brand and that customers are confident that your products or services will deliver.
Of course, brand reputation is also difficult to control. Your brand may seem to be the most trusted brand for now but a few months later, something goes wrong and your brand reputation gets damaged due to a faulty product or because of a problem with the service quality. A damaged brand reputation takes some time to get back on its own and if you want to bring it back as quickly as possible, you’re going to have to spend some money on bringing it back.
Brand reputation may seem volatile, but it is nevertheless effective in helping you build better products or services for your customers. A negative review of one of your products will definitely give you or your team ideas on what next product or skill can turn that negative reputation around. The opportunity will give you the ability to read what your consumers want, give you earlier data for email and prospecting purposes, and even find the best channels to raise awareness regarding certain features or products.
While there are many ways to use brand reputation in improving your marketing strategy, we can think of four great ways to use your brand to launch your newest product or service. A product launch is usually a great way to gauge your brand’s reputation. It is also a great way to improve your brand but only if you do it right!
The only way to get your brand to gain momentum during a product launch is through social media. Nowadays, everyone and anyone have access to social media, and having the ability to control the conversation will surely steer the product launch in your direction. Make use of social media listening tools to get an idea of what everyone is talking about, especially when it comes to your products. With this, you can immediately answer any questions and control any negative issues that may come out.
Another great way of taking control of the conversation is through hiring community managers. While a little expensive, community managers are more personalized versions of social media listening tools. Your customers will greatly appreciate the fact that you are hiring people to answer their questions!
The worst thing a company owner can do is ignore negative reviews. Not only will this show that you do not care about your customers, but you will also never identify the problem that caused the negative review in the first place! Yes, we really don’t want to face irate customers, but nevertheless, they are still customers and are paying for your products and/or services. The least you can do is to face them and apologize for any inconvenience you’ve caused them.
Whether it’s intentional or unintentional, talking to these people with complaints may not be all stress and work. In the eyes of a seasoned entrepreneur or business owner, these people are also valuable sources of intel. You can ask them for suggestions on how to improve the service or product. Just because they are ranting about your product or service does not mean they hate it outright; it can also mean that they want you, the business owner, to improve the product.
By listening to their suggestions and complaints, you can take note of what needs improvement the next time you are going to deliver your product or service. Again, the negative reviews will hurt your brand reputation, but also remember that not all companies started with a sterling reputation from the start!
One of the best things when it comes to product launches is that it gives you a chance to collect data. Collect and collect more available data when possible in order to get an idea of what your customers (and soon-to-be customers) want!
When it comes to brand reputation, the data we want to collect are customer feedbacks. Take every available chance to get customer feedback before, during, and after they’ve tried your product. Do some surveys before a product launch, send some emails to your prospect list, build a customer feedback response system on your website and social media channels, and create a phone line where people can immediately call you or your company should they have any feedback once they’re done using your product.
Collate these data and use them to understand what your customers want with your products. With modern data collecting tools available today, all it takes to collect and analyze data is through a push of the button. The data you collect will be your ammo for the next product launch that you’re going to schedule in the future!
After everything is said and done, with all data collected and customer feedback analyzed, building a marketing plan around your brand is a good way to improve your company’s overall marketing strategy.
Gone are the days where consumers care what one product does and what the other product doesn’t. Nowadays, consumers are all about brands that they can trust and they are more than willing to pay for or buy products from brands that they can trust. Thus the reason why brand marketing today is selling like pancakes among entrepreneurs.
Again, there are some cases where you can spend little effort on marketing your products because your brand reputation has grown so much that people know your products can be trusted. Of course, the challenge here will always be on keeping your brand reputation as high as possible. Some companies center their brand marketing on the customer; meaning they make the customer feel good and appreciated when buying or working with them. Other companies use different tactics, such as marketing the uniqueness of the brand or by tying the goals of a company with that of the local community as well.
Whatever the case may be, brand reputation will affect your company’s marketing strategy. The last question here is how will you take the approach?