What is Brand Reputation: how to enhance a website
Brand Reputation or brand reputation is the way in which a brand is perceived by the public. It is the ability of a company to satisfy expectations, share values and imprint memories in the mind of the consumer.
For a company, brand reputation is an aspect of fundamental importance because it means transmitting reliability, credibility and authority.
In this article we discover what brand reputation is, how it is built, how to enhance a brand and website and how to monitor brand reputation.
Brand Reputation: what is it?
Brand Reputationis the opinion that people have about the name of a company related to a reference sector. It is the ability that a company has to transmit positive values, to be remembered and to make itself recognizable in the eyes of customers and users.
To give a clear definition:
Brand Reputationis the consideration that a brand has regarding its ability to satisfy the expectations of users.
Brand reputation plays a fundamental role in corporate communication strategies, allowing the company to remain in the mind of the consumer and to differentiate itself from the competition.
It is composed of:
- Brand Identity: it is the way in which the company presents itself to users through the brand name, logo, mission and vision.
- Brand Awareness: is the notoriety and degree of recognizability of the brand.
- Brand Positioning: it is the positioning of the brand compared to that of the competition.
How is the reputation of a brand built?
Brand reputation is built starting from a series of elements, such as:
- quality of the products and services offered
- results that lead to the success of the brand
- ability to keep up with the times, therefore ability to innovate
- social responsibility
- business management
- positive business reality
- building a network of relationships with customers, employees and influencers
- communication consistent with the company’s image
Difference between Brand Reputation and Brand Awareness
Brand reputation is what users think of a particular brand and the evaluation of reputation can be negative or positive, while brand awareness is the knowledge and notoriety of a brand.
To be more precise:
Both are two concepts connected to each other, the brand awareness concerns the ability of users to recognize the logo, brand and everything related to the company.
In this phase, the evaluation of consumers begins, who begin to recognize it on the market and have expectations. A phase that allows you to increase positioning and recognition until you reach brand reputation: a set of strategies useful for influencing the perception of the brand.
How to enhance a website and online brand reputation
Here are 9 steps to follow to enhance, as well as improve, a website and the online brand reputation of a company.
1. Create valuable content
In this case, you need to express your uniqueness. Creating content that is always the same or copied from competitors is counterproductive. People appreciate stimulating and interesting content, on food well-being, on Carboxytherapy, so the ideal is to organize content marketing campaigns that are always varied and that can best represent the company’s image.
A thorough analysis of the serp, video content, podcasts, ads, photos and carousels of other brands can be a good starting point for building successful content.
2. Encourage reviews
Encouraging customers to leave a review on your site after purchasing a product or service can demonstrate to potential customers that the brand is reliable and encourage them to purchase from your company’s site. Users need constant confirmation from other consumers before making a purchase.
3. Collaborate with influencers
Consolidating a relationship with influencers, who enjoy a good brand reputation, can help raise awareness and position your brand within the network in which they are very influential, through images, videos and posts.
4. Maintain relationships with Digital PR
Building relationships with people in the same sector increases the brand’s authority, as well as credibility and reputation. We have already mentioned influencers, but bloggers, journalists, and industry experts can also generate new contacts and improve the way the brand is perceived.
5. Optimize SEO
One of the ways to improve the online presence of the brand is to position a company, for example a manufacturer of cleanrooms, or cleanroom air shower in the top positions of the Google serp. How do you get it? By publishing articles on the company blog, landing pages, video tutorials, press releases, guest posts and more.
It is important in this case to know how to use the right keywords and build content that allows users to find the company’s website. The ideal way to manage the company’s online image.
6. Create an online brand identity
Creating and expressing a unique and clear online identity, expressing your tone of voice, creating a recognizable logo and a site in which to disseminate informative and valuable content, not only allow you to build an online brand identity but also lay the foundations for a lasting relationship with customers and a profitable online sale of products and services of the innovative technology brand.
7. Feed the sentiment
Creating engaging content to attract and positively influence user opinions is a valid reason that allows you to build, increase and consolidate the image of the company, such as Property Delux, and its online presence. Users love to be informed, read clear and comprehensive content that can provide them with a solution to their requests.
8. Listen and talk to the public
A goal to set when aiming to improve your reputation is to listen to the public, understand what they perceive of the brand, what are the negative comments and what are the positive ones. It is certain that in this case communication must be two-way, therefore not only listening but also open to dialogue.
Communicate with your customers or potential customers on social media, give exhaustive answers to their questions. The result is a solid relationship with customers and an increase in online reputation.
9.Check your competitors
Even if the company has achieved an excellent position in brand reputation, it should never miss the analysis of its strengths and weaknesses. Not only its own strengths and weaknesses but also those of its competitors, investigating how they work and why users are more attracted to them than to your brand can be an excellent stimulus to do your best and achieve success.
Why is Brand Reputation important?
The brand is not just a brand but a set of values and behaviors, and it is of fundamental importance to manage the company reputation, of manufacturers of electrofusion fittings, because it means transmitting reliability, credibility and prestige.
A clear benefit of having a good online presence is to stand out from competitors in the same sector of reference. A factor that, in this sense, can be decisive is how the company behaves regarding social issues that interest users and customers.
The more the company demonstrates that it has an adequate behavior on a certain topic, for example sustainability or equality, the more its reputation grows, on the contrary it decreases.
Therefore, it is not enough to create a good online reputation, but it is necessary to take care of it, continue to cultivate relationships, do market analysis, analyze user opinions, provide them with answers, All essential activities to protect visibility, reputation and credibility.
Monitoring Brand Reputation
To understand the value of your brand in the online world, you need to monitor your brand reputation. Analyze how your company name, for example Starboy, is perceived on Google and social networks. This allows you to repair any errors and improve, or continue in the same direction if what has been done so far has given the desired results.
There are several tools that allow you to monitor the progress of your reputation, for example Google Alert, Talkwalker, Hootsuite, Mention, Social mention and others.
Don’t just analyze your company’s brand reputation but also the reputation of your competitors, trends and news in the sector, marketing and PR activities, user opinions on other competitors, reviews on products and services.
In this way, the strengths and weaknesses of the brand can be defined but any threats and opportunities can also be identified to proceed with brand analysis and improvement of reputation.
Conclusion
To summarize, in this article we have seen what Brand Reputation is, what is the difference between brand reputation and brand awareness, two different concepts that are well linked to each other.
Furthermore, we have seen how to build an online reputation step by step and how it can be improved, and finally we have focused on the importance of brand reputation and the analysis of the results.
