Reputation has always been a driver of customer buying behavior. However, ever since the online-era started, “reputation” started becoming relevant more than ever. As early as 2012, 70% of consumers trusted online reviews according to a Nielsen study. In more recent times, what kind of reputation brands hold on both offline and online worlds matters as consumers
place increasingly more importance on what other people say about a particular brand, i.e., that brand’s reputation.
For a bulk of global brands, they cannot simply wait to respond to crises and “manage” their reputations post-crisis. Instead, they are better off architecting a more proactive approach combining the best of both worlds of “reputation management” and “brand marketing”, thus giving rise to “reputation marketing”. Under this concept, strategically curated steps are taken to build brand reputations that eventually lead to relationship selling at a lower investment in direct sales techniques that leads to better, higher profits. Ardent proponents of reputation marketing go so far to claim that “reputation” can be used as a source of competitive differentiation as well.
As Bangladesh’s first reputation marketing company, here at Seriously Powerful Content (SPC), we have put together how Bangladeshi brands could approach the era of reputation marketing and use it to their advantage with a view to differentiating themselves from the competition leading all the way up to boosting the bottom lines.
Pillar 1: Brand persona is still paramount – people buy what you represent
Think about your own buying habits. How often do you choose a product based solely on its packaging or website design? More likely, you gravitate towards brands you trust, brands whose values align with yours, or brands whose stories resonate with you on a deeper level. That’s where the reputation of brands comes into play in the form of an emotional connection that eventually leads to more subtle “relationship selling” instead of the traditional push selling (that still works for certain brands).
At the heart of a compelling brand story is the understanding that we don’t just buy products; we invest in a brand’s narrative, values, and overall reputation. This emotional connection transcends transactional relationships, forming the bedrock of long-term customer loyalty. In this era where each of us crave authenticity and personalised experiences, this story is what offers a pathway to engage customers on a deeper level and build better relations with them.
Action point 1: Brainstorm and document a comprehensive brand strategy around a definitive brand persona that represents who you really are!
Pillar 2: Content and storytelling are the kings – they convert products into relationships
wonders. A well-crafted narrative can differentiate any company from its competitors, imbuing it with an authentic personality that resonates with its target audience. This story doesn’t just attract customers; it can also foster a stronger work culture within the company itself.
This is where the power of story design enables more persuasive storytelling to unfold. Traditional design elements like logos and brand guidelines hold value, but they are merely components of a larger picture. Stories must be designed to craft a cohesive brand narrative, a story that goes beyond aesthetics and connects with audiences on an emotional level.
Action point 2: Invest in creating coherent stories that can be executed through thoughtful contents across both online and offline platforms!
Pillar 3: If Content is the king, distribution is the queen – invest 10x in distribution than creation
Yes, content and storytelling are both great but how useful would they be if only 10 people, of them probably 6 even don’t matter, came across those contents and got impressed? Thus, we surmise that if content (creation) is the king, distribution of the content is the queen. With the mass proliferation of ever-changing number of social media and online sites, the game of distribution has become even more relevant and tricky. You now need to have both quality and quantity in this age of Internet. Traditional distribution mechanisms still work to a certain extent but the new media has gained enough foothold to be a serious force in creating and cultivating a business’s reputation.
Action point 3: Have a conscious (media) distribution strategy, plan, and budget as part of your annual business planning – redirect budget from content production if you have to!
Pillar 4: Get proactive, not reactive when it comes to reputation
In today’s digital landscape, reputation can be in a freefall within a short period of time, allowing limited window of response for reputation “management”. Rather than waiting for negative reviews or feedback to tarnish your brand’s image, reputation marketing empowers businesses to take a proactive approach. By consistently monitoring online conversations, amplifying positive customer experiences, and strategically promoting your brand’s strengths, you can shape consumer perceptions in your favor.
Instead of reactively firefighting reputation crises, be proactive in building trust, credibility, and loyalty with your target audience. Starting with the right set of brand strategy, persona, the right set of contents and visual assets, leverage user-generated content, social proof, and third-party endorsements to showcase your brand’s best qualities. Engage with customers, address concerns promptly, and demonstrate your commitment to service excellence. This proactive reputation management can give you a significant competitive edge, driving lead generation, sales conversions, and long-term business growth.
Action point 4: Work with either external specialists or build capability in-house – whichever makes sense for your business – but infuse proactive reputation marketing in your organization’s DNA!
Today’s business success can be equally attributed to internal aspects and efforts (your products, your services, your distribution, your people) only as much as it can be attributed to the external aspects (your clients, your brand image, your market reputation, your customer relationship) because in a market saturated with alternatives what sets you apart is just your reputation, your story. By prioritizing the narrative you share to the wider audience, your company can not only attract customers but also build lasting relationships that drive
sustainable growth and success.
With partners like Seriously Powerful Content (SPC) leading the way for reputation marketing, it’s easier than ever to make your brands impressive to people who matter. Email to know more: chief@seriouslypowerfulcontent.com.