In today’s business world, reputation is everything. What people think about your company – from products and services to the way it operates – either opens doors, or closes them. This is why creating and maintaining a strong company profile online has never been more important for your business’s reputation.
Research from leading global online reputation management company Igniyte reveals the very real danger of ignoring this potentially thorny issue. The research found that one in three UK businesses now feel negative content is causing them real damage.
One in 20 of those questioned for the survey went on to reveal that this type of content has already cost them more than £500,000. Bad press followed by poor reviews and social media posts were the most damaging threats.
So, how do you go about building a robust reputation that will help your business grow and prosper and stay ahead of competitors?
How do you improve your company reputation? Here are our 11 top tips:
1. Go the extra mile to Enhance Reputation
Good, old-fashioned customer service never goes out of fashion – or unnoticed. Retail giants like Amazon and John Lewis have built a world-respected brand on unbeatable client care – and it pays. As they have found, if you treat your clients well they will come back for more – and hopefully enhance your company reputation by leaving you great feedback and reviews. Every positive review contributes to shaping your business’s online presence and reputation.
2. Act quickly, be transparent to Avoid Negative Content
When problems do arise, it can be tempting to ignore them and hope they’ll go away. But when customers feel neglected they may take to the Internet – review sites or social media – to vent their fury, creating even more problems for you and your business through negative reviews.
Always respond to customer issues quickly and fairly. If you’re in the wrong, apologise and put things right, without being prompted.
When KFC ran out of chicken back in early 2018, they apologised quickly and explained what had happened. They knew the usual type of corporate apology wouldn’t cut it with its customers. KFC went the extra mile, taking out full-page ads in two major daily newspapers expressing what company execs, franchise owners and customers were feeling and poking fun at it. Its cheeky response to a chicken shortage (FCK ads) turned an embarrassing crisis into a public relations win and, because it talked to them in their language and was heartfelt about the apology, their reputation recovered quickly.
3. Keep your promises – to Build Trust and Reputation
For any business, trust is an important part of the customer journey. If you say you’re going to do something, make sure you do it, and do it well.
For example, online fashion retailer ASOS was confident in their ability to adhere to a 24-hour delivery service, so they promoted this promise and believed they could deliver on it. However, if they were not confident in achieving this, it would damage their brand reputation and leave room for customers to post negative feedback online.
Failing to deliver and breaking promises will drive your customers up the wall and they won’t hesitate to tell the world about their disappointment, leading to significant reputational risk.
Trust matters and online reviews are a significant factor in consumer decision-making. BrightLocal’s 2023 Local Consumer Review Survey revealed that 87% of consumers read online reviews for local businesses. The number of reviews also matters, with most consumers expecting a business to have between 20-99 reviews to trust its average star rating.
4. Get your branding right- to Improve Corporate Reputation
Your branding defines the way the world sees you and your services, so it’s important to get it right for your company’s reputation.
Think carefully about how you want to be perceived and, if necessary, enlist the help of a branding company and reputation experts to set you up for success. You may need to register details or check copyright and other legal avenues for any logos and images you plan to use. You’ll also want to get the right online profile and ensure consistency.
5. Give something back – to Build a Good Business Reputation
Brands are part of the communities they operate and work in, and an easy way to showcase your values is by embracing a sense of Corporate Social Responsibility.
There will always be local and national charities who need a helping hand. By offering practical and/or financial help you can show your community how much you care, engage with new audiences, and enhance your company reputation.
This type of work has the potential to create positive PR for your brand too, so make sure you tell relevant media about what you are doing. Employees also love to give back – get them involved too. By doing so, you can build a positive reputation that attracts and retains customers.
6. Be human – to connect with your customers
Successful brands are trustworthy and relatable. So, dialing up your human side is always a good move. Potential customers are less likely to spend with what they perceive to be faceless or corporate organisations, preferring those they perceive to be more ‘human’.
Developing a friendly, genuine tone of voice for your marketing and communications is a good first step. When it comes to social media, speak to people as individuals, using humour and honesty to create real conversations. Brands like Dominos, Ocado and Innocent have won plaudits for their light-hearted but fast and efficient responses on Twitter.
Likeability is huge, 70% of consumers surveyed for a Weber Shandwick report state that they would avoid buying a product if they didn’t like the company behind it.
The Nielsen 2023 Consumer Survey Report showed that 68% of consumers are somewhat, very, or completely likely to buy a product if a brand engages with them in a personalised way. The report also indicates that consumers appreciate brands that align with their values, particularly in terms of social and environmental responsibility.
7. Be a great employer and get the reviews to show it
Your employees are one of your greatest assets, right? As a business owner, make sure you treat them well and they will help enhance your company reputation.
There are a growing number of sites like glassdoor.co.uk that invite workers to rate their companies. They give people more chances than ever to shout about good and bad employers and contribute to your company’s excellent reputation.
8. Create a standout digital presence – to enhance your presence and reputation
With so much of our personal and professional business conducted online, it is important to have a clear digital marketing strategy in place.
Creating and managing online assets can be a big task and monitoring and updating are both important. Consider delegating responsibility to one person in your team and carry out regular digital audits to spot potential problems as early as possible.
9. Be an industry player
Fostering growth and innovation in your industry can enhance your company reputation among your peers and beyond. Joining relevant online and offline networks, including LinkedIn and trade bodies, attending industry events and sharing expertise can all play their part. Additionally, using an outsourced reputation management company can help discover potential threats among target customers quickly and address them before they spread.
10. Extend your influence…
By partnering with trusted suppliers and influencers to enhance your company reputation.
Tap into your own personal and professional networks to help refine and share messages about who you are and what you are doing. Amplifying your reputation in this way can help you extend your reach beyond the local and even access global and other clients.
11. Uphold sustainable development principles
Doing business ‘nicely’ is something we all aspire to, and something that will help your business develop a good reputation score.
Think about how you can grow your business using sustainable development principles. Contribute positively to your community and create more opportunities for those around you, while addressing major problems like climate change, waste and inequality.
In recent years, major players like Walmart, Starbucks and Ford have enhanced their reputations by announcing new ways of working that lessen their impact on the environment.
All of these steps are simple yet effective ways you can enhance your company reputation both online and offline.
Igniyte, the reputation experts work with businesses, brands and individuals around the world to build, repair and enhance positive reputations.
