Expert Advice

A. To build a brand reputation it can take years – even decades – but it can be lost in one second...

Brand reputation is a discipline that is becoming increasingly important. It should be seen as a separate component to an integrated brand strategy. It is not just a way of managing expectations; it is much more because it can extend to the business itself.

There are two main differences between reputation management and traditional branding. Branding, as it is known, is recognised through mission statements, marketing or affiliations and can easily be verified and evaluated. Brand reputation, on the other hand, will keep organisations honest and force them to take real actions. Transparency and access to information will become key elements of this process. _

The second important difference is the question of who owns a company’s reputation. Traditional branding is driven by a centralised strategy, which is owned by the company itself. Reputation has no ownership. It is about conversation. This conversation uses different offline and online platforms, between the company’s employees, through the purchase or sales department and on blogs and forums not controlled by the enterprise.

But how can a brand achieve the challenge of reputation in a viral surrounding in the digital age?

1. The brand as key element of the business model
People view brands as a meaning of personal identification. Only as a key element of the business model will the brand fulfil the role needed for effective brand reputation management

2. Employer branding
The strongest brand reputation will grow organically. Therefore organisations should be focused on internal relationships during the first phase of the reputation building process. Employees should use their own passion help the progress of the organisation. An integrated, interactive and concentrated employer branding strategy is the key tool for achieving this goal

3. Define the profile
The brand needs a clear, different and appealing profile, based on real observations. This profile will become the point of reference for all conversations – internally and externally. It is also the reference point for all discussions and experience exchange in which the company isn’t involved. Therefore this profile should also show the knowledge of the enterprise. Don’t forget that people are better informed, better connected and dig deeper then ever before.

4. Create Communities
Platforms to exchange information and experience, especially for the external surrounding of the company, should be created in step four. All of them should be linked to the Corporate Publishing Strategy. Again, this is an offline and online approach. These platforms could also be very useful to determine people’s opinion, which is useful in further developing brand reputation. These word-of-mouth agents will play an important role in building your brand reputation.

5. Take part in the conversation
Nothing will be more important to establish the brand as the Know-How-Leader in the near future. Therefore, the company should take part in all conversations which have a relevant link to their business by sharing their knowledge and insight. But this conversation and leadership positioning requires a high level of transparency. Particularly in the case of B2B, where the participation in conversation will become the most effective way to get in contact with decision makers.

Nobody likes to have a bad reputation. Reputation, trust and integrity have never been more important. Therefore, some DON’Ts:

• The brand reputation strategy should never stop with the CEO. It is the responsibility of everybody in the company.

• There is no place for ego. Those who pursue a personal ego or only enterprise interests by building the reputation will fail. Social responsibility is now even more important in the reputation process.

• Brand reputation is based on transparency. Those who hide the negative or reveal only half-truths will damage their reputation very quickly.

• Brand reputation is not built by a PR department. The development of the reputation is determined by all parts of the company. Otherwise, you can never guarantee a total brand experience.

• Reputation also has a strong cultural impact. For the same brand the reputation will be driven by different arguments per country. Even if there is a centralised brand strategy, a centralised brand reputation strategy is very risky.

• A traditional brand strategy and a brand reputation strategy do not exclude themselves. A strong brand will generate a higher interest in themes, discussion and any other aspect which is part of the brand reputation strategy.