- What differentiates your brand from your competitors? Uniqueness is your main tool for attracting
- attention. Study your competitors, what strategies they use and what images they convey. This will help you not
- only identify best practices, but also find points for differentiation. Determine what makes you special:
- innovation, quality, service, or something else.
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What values and mission should be associated with your company ?
- People trust brands that share their views and principles more. A clearly formulated mission helps build an emotional connection with the audience.
- How should the audience perceive your brand? Conduct surveys and research among clients, partners and employees. This way you will find out what emotions and associations your brand evokes now and see growth points.
Step 3. Developing a strategy
Based on the analysis, an ORM strategy is created, which includes:
- Description of target audiences – do not focusAt this stage the most interesting onlyAt this stage, the most
- interesting on customers. It is also important to consider employees, partners and the media;
- key messages – values, mission, unique offers, achievements are formulated;
- choice of communication channels – social networks, website, blogs, media. Channels should correspond to the
- tonality and rules of communication – tone of voice, scripts for responses to comments, algorithms for working with negativity are prescribed;
- encouraging positive feedback – programs are being developed to reward clients and employees for recommendations;
- crisis management – a plan is created to respond to potential reputational threats.
Stage 4. Implementation of the strategy
At this stage, the most interesting part begins – the strategy is put into practice. If the preparatory stages are carried out qualitatively, then:
- the brand’s reputation will begin to improve;
- the company’s reputation will increase;
- the number of positive reviews and publications will increase.
Stage 5. Monitoring and adjustment
Image is an impermanent value. It cannot be created c level executive list At this stage the most interestingonce and for all. If you weaken your attention, you will either be forgotten or the attitude will change. Therefore, it is necessary to regularly:
- analyze the tone of reviews and mentions;
- measure audience engagement;
- evaluate the effectiveness of selected communication channels;
- make adjustments to the strategy.
People take good service for grantedAt this stage, looking for a marketing agency? the most
interesting and rarely leave positive reviews. But if they encounter a problem, a negative
reaction will not be long in coming. Therefore, it is important not only to motivate
customers to share positive experiences, but also to be able to handle criticism correctly. In
practice, I have repeatedly managed to turn dissatisfied customers into brand supporter
Stage 6. Working with crises
If a company’s reputation has already been damaged, it is important to act quickly:
- Conduct an analysis of the situation and identify the root of the problem.
- Respond promptly to negative reviews twd directory and complaints, without ignoring feedback.
- Admit mistakes if they were made and suggest specific steps to correct them.
- Communicate transparently with your audience through press releases, social media and other channels.
- Strengthen your PR and marketing efforts to displace negative comments from search results with positive news about the company.
Formation of an image is a long-term work that requires a systematic approach. Companies that pay attention to reputation management receive not only an increase in audience loyalty, but also real business results.