Positive associations with your brand are critical for forming a loyal customer base and helping your business have longevity in a competitive market. There are several ways you can improve or maintain the perception of your brand.
Have A Solid PR Strategy
Small or new businesses may overlook the importance of developing a public relations (PR) strategy before their business ever goes public. Having a strategy in place will promote consistency when handling problems and show the public you can handle concerns in a professional manner. One component of your PR will be handling positive and negative comments via social media. You will need to periodically evaluate mentions of your brand on social media and looking for any information that shows up in search results.
When your brand is mentioned positively, be sure to thank people. This shows you are in touch with your customers and how they perceive your band. Do not strictly focus on negative comments. Keeping abreast of social media and online searches allows you to address problems when they are fairly new. Prompt action when addressing customer problems or any negative publicity can reduce the likelihood the information will gain momentum and possibly hurt your business.
Know Your Competition
When you know your competition, you can better highlight the advantages of your brand. Part of associating positivity with your brand is showing potential customers what your brand has to offer that may be lacking in your competitors. Since you never want to target a specific brand, use indirect methods of comparing yourself to other businesses. For example, if your business creates hand-painted t-shirts, the uniqueness of each t-shirt is the major part of your branding. You may want to highlight how other brands use the redundant screen-printing method on their t-shirts. This can foster positivity in your customers who appreciate purchasing a unique t-shirt, even when the designs are similar.
Remember The Employee Factor
Employees can heavily influence the perception of your brand. Not only do they interact with customers, but a poor work environment will reflect negatively on your brand as a whole. Consider the ways you can make the work environment fulfilling for your employees. Some work environment changes your employees might enjoy are not being tethered to a desk all day and regular interaction with other employees. Think about different ways you can show your employees you value good performance and hard work. It never hurts to use affirmations or other verbal acknowledgement to tell employees they are appreciated.
The amount of effort you put into your image is a long-term investment in the health of your business. By considering different components of your business and how they reflect on your brand, you can maintain a positive image. For brand management, click on the link or do an online search.