Reputation management: proven methods of reputation management. Emphasis on the company's strengths

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Brand Reputation- this is a set of fixed judgments about him based on what is significant for target audience criteria (honesty, responsibility, decency). Reputation requires an analytical approach when forming an opinion and is based on reliable knowledge and assessments. Most often, this is supported by the consumer’s own experience.

Reputation is a dynamic process in which strategic objectives of the company, designed for the long term. Reputation depends on how and by what methods it is done entrepreneurial activity companies. It reflects deep economic and social characteristics brand.

Why is reputation important?

Reputation is equally important for every socialized object - from a person to an international company.

According to research, more than 60% of investors consider a brand’s reputation as one of the main factors in determining its value. Reputation can provide 20 to 80% of the company's shareholder value, representing a real asset of the company. Reputation is slowly formed, but, unlike tangible assets, it is relatively stable and not subject to price fluctuations in the market.

Reputation is significant influences the effectiveness of sales of brand products. 87% of people who shop online are always interested in reviews about a company before purchasing a product. 73% of consumers are more likely to trust a company if the majority of reviews about it are positive. 80% of online shoppers cancel their order after reading a negative review about a brand. Reputation is sometimes called “credibility” - 62% of consumers believe that a company with a good reputation will not produce poor quality products.

At the same time, reputation is important for the company when hiring employees. Potential employees are always looking for information about their future employer. 67% of professionals refuse a job offer due to a bad job corporate reputation brand.

A company's good reputation helps attract new consumers and retain existing ones, increase investment and sales efficiency. Long term reputation supports the company when economic difficulties arise at the expense of loyal customers.

Brand reputation and image

Quite often, consumers and even brand managers equate the concepts of “image” and “reputation.” In fact, image is a component of reputation and has other prerequisites for its formation.

The consumer's acquaintance with the brand begins with interaction with the components of the corporate identity - this is a means of objective positioning. When these elements are perceived, an image is formed in a person’s mind - this is an ideal image that is created by a brand to create a certain impression about the company in the minds of the target audience. Thus, image is an artificially created opinion among a certain group of people. Its task is to create a positive brand image among the audience.

Unlike the image a reputation cannot be created - it need to earn. Reputation can be considered the response or reaction of the public to a company's policies. Reputation building occurs throughout the entire activity of the brand and works for long term perspective. If image depends on external characteristics, then reputation depends on a holistic perception of both internal and external qualities of the brand.

What is reputation management

To effectively manage brand reputation, we are developing reputation strategy. This program defines a set of measures to create a positive reputation and mechanisms for their implementation.

Who manages brand reputation?

Brand reputation management is carried out brand managers. A company may have its own or hired specialists who are engaged in developing a comprehensive strategy for building a reputation. The main ones should take part in the creation of a reputation strategy and its direct implementation. officials companies.

Brand Reputation Management Strategies

Building a reputation through top officials and top managers of the company

In many cases reputation of the company's leader is inextricably linked to brand reputation. A public leader commands the respect of potential clients and consumers, as well as partners and employees. A recognizable person inspires trust in the company, confidence in its professionalism and respect. Such a leader will serve as a strong motivation for other employees, who will also work to improve the brand’s reputation.

Read more about personal branding read our article.

A strong team as the basis for building a reputation

This aspect of reputation management is most important for those organizations that provide various expert services or technology solutions. For example, in branding agencyKoloro Several specialists are working on creating a brand - a project manager, a designer, a marketer, a copywriter. They are all responsible for different aspects of the work. Productivity and quality of work are supported by effective communication between all responsible employees.

Careful study of the company's mission and philosophy

A brand philosophy based on core virtues helps shape the image responsible, decent or honest company. Over time, if you reinforce your image with appropriate activities, it will turn into a positive brand reputation.

Emphasis on the company's strengths

The easiest way to manage reputation is through such brand advantages as quality(products or services). This effectively increases the loyalty of existing customers and attracts new ones. In addition, the quality is easy to check (by trying or having it analyzed) or tested (by ordering a service).

You can use it as a company advantage many years of experience in the provision of services and indicators successful implementation projects. A big plus in favor of building a positive reputation will be confirmation of the quality of work with certificates and participation in international competitions or exhibitions.

Financial stability can also be used as one of the components of a reputation strategy. This will help gain the trust of investors and partners, potential employees.

Corporate social responsibility of the company

It is important to take into account not only the interests of the company, but also society - from suppliers to ordinary workers. Careful attitude and concern of the company about its employees plays an important role in shaping the brand's reputation. By voluntarily taking responsibility for improving the quality of life of its employees and society as a whole, the brand gains additional advantages, especially against the backdrop of inactive competitors.

Better results can be achieved by simultaneously integrating at least two or three strategies in the company. Special attention should be paid corporate identity development, which is closely related to brand reputation. Specialists of the Koloro branding agency are developing a name, slogan, creating a logo and other elements corporate identity.

Reputation management technologies

To achieve the above strategies, the following technologies can and should be used.

Organization of special events and promotions

This is a powerful tool for attracting public attention. This includes organizing exhibitions, presentations, fairs, participating in conferences or seminars, competitions, and holding social events.

This helps to implement several reputation management strategies at once. A public leader who confidently talks about the benefits of a brand at a conference will attract new partners and clients. A strong team of employees represented at the competition will demonstrate the professionalism of the company.

Plays an important role carrying out social events- they best show the company's responsibility.

Every day, thousands of workers came from South Asia to Dubai to find work to support their families. The cost of a call abroad is $0.91/minute, while the average wage- $6/day. Workers were unable to regularly contact their families. In 2014, Coca-Cola launched a promotion HelloHappinessPhoneBooth. A special machine accepted caps from cola bottles (can cost $0.68) and provided 3 free minutes for calls abroad, allowing workers to save money.

Strengthening internal corporate relations

Patriotism of workers towards your company also helps to strengthen your reputation. The following activities will help you create a strong team:

association of employees for achieving one goal: formation of common values;
support high level of professionalism: employee development through trainings, seminars;
employee motivation and formation of corporate culture;
support favorable atmosphere for the work of all specialists;
understanding between employees;
implementation elementscorporate identity .

Business-to-business communications (B2B)

Interaction with partners should be based on integrity implementation of agreements and transparency cooperation goals. Strengthening reputation in the business environment depends on rational brand leaders and their thoughtful decisions.

Media Relations

Well-built press relations significantly influence the public's attitude towards the brand. From time to time it is worth holding press conferences, inviting several media representatives to them. Good relations with the press are not as important for building a positive reputation as they are for preventing negative press towards a company. Therefore, journalists should be provided with timely necessary information about the company's activities.

Would you like to know more about creating an ideal image and building a reputation? Subscribe to our newsletter at the bottom of the page and call us - we will be happy to advise you on all your questions! Don’t forget to order corporate identity development from us - this is the foundation for building your brand’s reputation!

The number of clients and business partners, as well as the success of the business as a whole, depends on the company’s reputation. Today, various ways to confidently manage your reputation include: efficient technologies and strategies, and one of them is reputation management.

Reputation management is a set of methods and approaches aimed at creating, maintaining and controlling the company’s image. This is a long process, the main goal of which is not to allow a reputation to form spontaneously. Therefore, the emphasis is on the correct positioning of the organization, managing its information space, emphasizing successes and eliminating threats.

Objectives of reputation management

Reputation management allows you to solve the following problems:

assessment of consumer brand perception;
increasing brand awareness and citation;
improving the company's reputation;
formation of a pool of users loyal to the brand;
maintaining audience loyalty;
control of negativity and its elimination;
maintaining feedback from representatives of the target audience;
conveying important messages to the audience about the product or service being promoted.

Stages of reputation management

Developing a company's reputation management strategy includes several steps:

Studying the image of the organization, the specifics of its activities, external and internal reputation. At this stage the foundation is formed future work;
Determination of tasks and goals, deadlines and tools;
Implementation of the chosen strategy.

The last stage implies:

Monitoring publicly available information on the Internet.

First you need to decide on a list of key queries. This could be the name of the company, its slogan, website, a combination of “brand + reviews”, etc. The more requests you formulate, the more information you will receive. Next, an analysis of the company’s mentions on the Internet is carried out.

Working with social networks.

Attention is focused on popular platforms with high traffic, where users can independently publish materials and share their opinions. The most suitable resources for implementing reputation management strategies are LiveJournal, Facebook, Twitter, VKontakte, etc.

The presence of a brand profile on these sites allows you to convey reliable information to the target audience (about the release of a new product, current promotions and special offers, sales), and conduct active communication with users. In addition, these pages will be reflected in search results for queries about the brand.

Content creation and optimization.

True information about the brand – required condition effective reputation management. The official website of the company must contain complete up-to-date information about the organization, include sections for reviews and comments. Regular blogging and publication of useful posts for the target audience on its pages, prompt response to user questions and comments help increase customer loyalty and build a positive brand reputation.

Working with comments.

First you need to analyze the nature of the message. For example, for neutral review the client can be thanked, and negative feedback should be examined in more detail - to identify the reason for the user’s dissatisfaction, and compose a competent response to the author of the comment. In any case, you should rely on politeness: even if the review contains false information, mutual accusations and reproaches will only lead to the growth of discontent.

Popular reputation management tools in the field of working with reviews containing slander are deleting comments with the assistance of a site moderator or with the help of lawyers.

If such a review cannot be removed, it must be leveled. As a rule, they turn to current loyal customers or run promotions that give a discount for a review. Sowing reviews is effective not only in the fight against negativity, which often turns out to be black PR, but also in the case when nothing has been written about the brand or only fragmentary information is available online.

PR as the most important component of reputation management

Competent and thoughtful PR produces concrete results: it ensures an influx of customers and increases the company’s profits. Moreover, this effective method in competition.

Reputation management pays special attention to:

External PR, that is, creating the desired brand image, establishing relations with the media, influencing target groups;
Internal PR aimed at creating a favorable emotional climate among company employees.

One of the most effective areas of PR is the organization, support and coverage of events held by the brand (master classes, briefings, presentations, etc.).

Reputation management from digital agency Artox Media Digital Group

Artox Media Digital Group specialists provide a range of services for:

Analysis of competitors' activity;
Working with comments and reviews on blogs, social networks, forums, thematic portals, etc.;
Elimination of negative reviews;
Development of scripts for hidden marketing campaigns, etc.

The success of our activities is ensured by a team of talented specialists and an impressive practical experience managing brand reputation in various business segments.

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Image is the face of the organization

How more famous brand, the more the product is in demand. What does popularity depend on? From consumer rating product, from the emotions and associations that arise in people’s minds when they hear the name of the company. These consumer judgments are directly related to public opinion of the firm. The more an organization adheres to the principles of honesty and openness in communicating with customers, the higher the level of user loyalty and, accordingly, the level of sales.

The essence of the concept

Reputation management is a set of strategic activities aimed at forming, supporting and protecting the company’s image. His the main task— creating the desired vision of the brand in the eyes of consumers and a stable positive opinion about it. This type of management consists of monitoring the information space around a product on the Internet, predicting all kinds of threats, correcting content, tracking negative reviews and eliminating them.

Relevance of reputation management

As you know, almost the entire population of the globe is users of the World Wide Web and daily access its resources to find the necessary information. So it turns out that if an organization or a product has any shortcomings, problems, etc., a person finds out about it and, on occasion, gladly shares his opinion with his friends. This means that the formation of a product image occurs spontaneously and can receive a negative connotation. Fundamental in this case is the subjective perception of users.

To prevent such developments, reputation management is used. It gives an opportunity potential consumers discuss the company's proposals, while setting direction

A way to deal with negativity

It's no secret that in the race for market supremacy, any tool is used. And the so-called “black PR” on the part of rivals can greatly damage the company’s reputation and cause a negative impression of the product. This is done mainly in two ways: either the administration orders this work from a specialized specialist (special equipment and finances are needed to complete this task), or by ordering a series of bad reviews.

In this case, the only way to clear the name is to resort to reputation management tools. With their help, you can neutralize unwanted information, create and maintain constant communication with customers and, as a result, eliminate negative assessments from consumers. But it is better when this work is planned in advance, then it will give better results.

Better late than never

For Russia this type controls are quite new, whereas in others developed countries(USA, China, South Korea etc.) reputation management technologies have been used for a long time, which significantly increases company ratings. In Russia, they are treated as anti-crisis measures: when the image is already damaged, or interest in the organization has completely disappeared, then the services of specialists are ordered. And only in Lately All more companies starting their business from scratch, they use reputation management initially in order to immediately form the necessary image of the product among users and a loyal attitude towards it. By making honesty, trust and responsiveness the core principles of dealing with people, there is a greater chance of gaining a sustainable position in today's market.

Functions of activity

This type of control allows you to solve a number of specific problems, namely:

Stages

The company’s work to create a positive opinion takes place in several stages:

Analysis of the existing image of the company, internal and external attitudes of consumers towards the product. The development of a strategy and the quality of the results obtained depend on how accurate the assessment of the current state of affairs is.
Determining the main goals, selecting reputation management tools, compiling a list of targeted actions.
Execution of the drawn up plan.

Strategy implementation methods

When the tasks of the work are defined, and there is a clear understanding of the final result, the direct process of formation begins public opinion. It also has its own consistency.

The work of creating a brand reputation can be done by any employee who is familiar with the basics of reputation management. Only for this you need a clear strategy in order to understand what result needs to be achieved in the process of work.

Tools for creating an image on the Internet

Today the Internet is one of the most powerful forces of influence on people's consciousness. It reflects almost all aspects of human life. The content with which it is filled is created either purposefully or at the request of individual customers. In any case, it is widely used due to its availability. Therefore, conscious use of the World Wide Web can provide a high level of advertising activities companies. There are a number of possibilities for this, namely:

Social media(the well-known Odnoklassniki, VKontakte, Facebook, Twitter, and so on) allow you to maintain constant contact with potential buyers, track user ratings of the product and form the necessary opinion about the product, as well as report on all the organization’s new products. In addition, these platforms allow clients to communicate with each other and share their opinions, while referring to specific sources.
Various blogs, forums, and review sites make it possible to provide people with the necessary information to form a loyal attitude towards the brand and consolidate it, as well as increase customer trust.
Internet media. Placing content on trusted sites with links to the source increases public interest in the proposal.
SEO optimization. In order to potential clients could become permanent, it is necessary to take care of the usability of the site and its completeness, as well as that the user quickly finds the information he is interested in on the Internet.

The use of these reputation management tools gives good results only when there is a clear strategic plan, and they are used simultaneously.

Management pitfalls

In order to carry out quality reputation management, you can contact a specialized agency that will professionally perform this type of service. But if we are not talking about a large company that is ready to spend money on creating an image, but about a small company, then, as a rule, the responsibility for creating public opinion is entrusted to one of the employees, who does this at his own discretion. In this case, it is necessary to understand that if a person does not have a knowledge base, or rather does not know the tools of reputation management, does not know the specifics of sites on the Internet, as well as a number of significant nuances, his work will be fragmented. This means that the time and money spent will not bring the desired results. It should be taken into account that the performance of reputation management functions depends on the employee’s competence.

A guide to creating and maintaining a company's image

Good specialists are valued in any organization. But if their staff and finances are limited, and you want to carry out this type of management with good results, then you can learn from a textbook on reputation management. Unfortunately, there are few books on this topic. And those presented today for the reader reveal individual aspects of this process. Basically, these are individual articles or other works of authorship that talk about the essence, principles, tasks and/or tools of this activity.

The only one to date teaching aid, in which this concept is discussed deeply and systematically, is the book by L. S. Salnikova “Reputation Management. Modern approaches and technology." This is the first manual in Russia, which examines in detail and step by step all the steps to forming a company’s image, and presents new ways of working in this area. The positive aspect of the source is that it contains everything methodological basis are revealed in combination with practical material. The author shares the secrets of improving a company’s image, as she has worked as a reputation management consultant for a long time.

Those who decide to create public opinion can try their hand at completing the creative tasks presented in the book. It was on them that future managers honed their skills in building a good name for the organization at the University of the Russian Foreign Ministry. “Reputation Management” by L. S. Salnikova tells with vivid examples how to turn your business using the above tool into a profitable asset. The book contains a lot useful information for students, heads of organizations and people who promote goods online.

Any company, no matter what size it is or what resources it has, strives not only to make a profit, but also to have a good name and enjoy the respect and trust of people. Therefore, we can confidently say that it is reputation that promotes an organization on the Internet, and reputation management is the tool that will allow you to confidently occupy your niche in competitive environment, make the product branded and turn the company into a highly profitable asset.