Warming the image are activities that cannot be missed. Regardless of the industry, you need a solid brand. What for? To stand out from the competition and attract the attention of customers. So it's time to roll up your sleeves and start warming up your image. To work.
- Brand perception - is it only the first impression that counts?
- A positive brand image works like a powerful magnet.
- Warming the image in a crisis situation
- How to rebuild the company's reputation?
- Why is it important to improve the company's image?
- Warming the image - what mistakes should be avoided?
- Warming the image - implementation of actions
A positive brand image works like a powerful magnet. Where does this comparison come from? Because over 90% for all purchasing decisions currently undertaken by clients is based on corporate image. And nothing else. Because the purchase is not only about acquiring a specific product or service. It goes with gaining access to brand reputation, prestige and quality. Consumers look for these values when buying even the most useful product. If they are gone, the customers will leave.
Brand perception - is it only the first impression that counts?
How you behave in the business world has real repercussions on how customers perceive you. The present and the potential. Corporations spend a fortune on image enhancement that would encourage people to spend their hard-earned money on what they sell. With the advent of social media, all, even the smallest, local businesses use it for building and enhancing the image. However, the mere publishing of neat advertisements will not affect the image. What ultimately determines the perception of the brand are values. And how you act. These two factors will be decisive for many people.
A positive brand image works like a powerful magnet.
Use its power of attraction.
Company image is the customer's perception of the brand. This perception is created based on the customer's interaction with the company. It begins to build from the moment when the recipient first heard the name of the company. Just as first impressions count when meeting new people, so does the first impression of a brand. When you meet a new client, you don't come to the meeting late. You are on time, and in impeccable clothes. Otherwise you would be considered messy and unorganized. The same goes for your brand. Taking care of the image from the very beginning will allow you to set the bar high and give customers a good first impression about your brand, thanks to which they will have a better perception of your company from the very beginning. A good first impression on new customers will show them that your company is one they can rely on. Creating and keeping strong brand image however, it can be difficult. There are situations that damage the company's image.
Warming the image in a crisis situation
Your business has fallen out of favor. The reasons may be different. Maybe the chief accountant was accused of fraud? Or maybe E. coli bacteria were detected in the dishes you sell, which made customers sick? Or maybe you just made unreasonable business decisions and finally got their effects? Regardless of the causes, you should save the brand's reputation. Time to implement crisis management. Warming the image is possible, regardless of whether the company's image is only slightly damaged or is in ruins. Where to start to fix the brand image?
Above all take control of the situation. Do a stakeholder analysis. Do an analysis of the possible effects. Take positive action. Acknowledge the problem and apologize if necessary. Then determine the cause of the problem and inform you about the corrective actions that the company is taking. Warming your image in this way proves that you are listening to and responding to stakeholder opinions. It's not time to break down. By acting wisely, you can help your business restore its lost glory.
How to rebuild the company's reputation?
There are a few golden rules to keep in mind when trying to improve your brand image. The path to regaining your reputation is not always easy. It is not so much a step-by-step process as it is a sailing course changing course. You will have to overcome numerous meanders. New obstacles may appear. Perhaps you will even have to change course. But all of this is necessary if you want to get lost status quo. First of all, analyze the depth and width of the damage. Take a step back and investigate the extent of the damage. This can be done in many ways. We suggest a few of them.
First of all, you need to carefully observe what content about your brand is published in the press and on the web. This often has a big impact on what tactics to adopt so that the image enhancement brings the best results. By following the entries, you have an insight into how your company is and will be perceived. If the content of your publication shows a negative attitude towards your business, you'll have to work a bit harder to get there restore your reputation. If the message seems to be mixed, it may be that the situation is not too bad. On the other hand, it may mean that your image enhancement efforts have been well received.
Customer comments are like a litmus test of brand perception. After any incident, what your customers think about you is very important. It is primarily with them in mind that you try to make your image better. Keeping an eye on your customers will help you see how many of them are left and how many have left, which of course affects your overall revenue. You can start by checking your customer service inbox. If you've seen a flood of messages from dissatisfied customers (or former customers), you should have lit a red light. If that's the case, it's a good idea to review these comments and save them for future reference - you may be able to find a way to pacify the dissatisfied person. Also, make sure your customers get responses from the business. Check the quality of these responses. In the midst of a raging storm, the last thing a business needs is to ignore customers. Also check the comments on the web. It will be easier if it functions in the company referral marketing.
Why is it important to improve the company's image?
The company's image is built with small gestures, and this requires time, attention and a strategic approach. Thanks to the warming of the image, the company can create positive associations with the brand, increase the level of employee engagement and motivation, promote the values of the company and its owners, strengthen relationships with key partners, and finally be able to stimulate sales and further brand development.
A positive image inspires confidence. A consistently implemented communication strategy, promoting specific values, may provide the company with an increase in market interest in its offer. Most customers, before deciding to buy specific products or services, first read all information about the company that offers them. Verifies the so-called media image. Modern consumers are eager to share their opinions, both positive and negative. That is why companies that care about long-term development do not regret the means to convince satisfied customers to leave traces on the web that document their positive purchasing experience.
Most purchasing decisions are based on the emotional relationships that arise between the brand and consumers. We buy with emotions and we buy emotions. The company must make every effort to create specific impressions in the customer's mind that will translate into specific needs. Warming the image allows you to build stimulating networks of experiences, based on the desire to achieve pleasure and a sense of happiness.
A strong, positive and coherent image determines the daily success of the company and allows it to gain a competitive advantage. And not only in terms of financial results. Companies that care about maintaining a positive opinion of the environment are much more willingly selected by candidates looking for a job. They also attract the attention of potential investors and business partners. Thanks to cooperation with a company with a positive and friendly image, they themselves shine with brilliance, also warming their face.
Warming the image - what mistakes should be avoided?
The company's reputation is its greatest treasure. This is a commitment that the company makes not only to its potential customers, but also to the environment and co-workers. Sometimes one unfortunate move destroys many years of hard work. Reputation management it is sometimes a fine line. To avoid losing your balance, it's better to learn from someone else's mistakes. Here are a few myths that won't be good for your business if you copy them:
MYTH 1: Warming up the company's image is a challenge for the marketing department.
The company's image is influenced not only by the promotion and marketing department, but also by all employees and business partners. A whole team of people who are in contact with the customer at every stage of making purchasing decisions and after-sales care works to build a specific brand image in the minds of recipients. Contemporary consumers more and more often pay attention to who manages a given company and with what partners they work with. It is worth being aware of this and properly training all employees.
MYTH 2: Mark Books are only needed by large corporations.
A strong brand is a brand that sends consistent messages. All elements that make up the company's image - website, social media profiles, the appearance of the company's headquarters, company cars, advertisements in the media, business cards, folders, portfolios, posters, etc. - must form a single whole. Chaos breeds disorientation, a brand identity is blurring. Creating a Brand Book, i.e. a document that precisely defines the appearance and nature of all promotional and sales materials, allows you to control the company's image and create one coherent brand image in the minds of customers.
MYTH 3: There is no place for weak players in business.
Nothing warms the image of a company more than showing its human face. Everyone has the right to make mistakes and mishaps, but how we react to them builds our value. Another important condition for success is paying attention to the needs of the closer and more distant surroundings. A sincere willingness to help and active participation in social campaigns builds a positive image of the brand in the awareness of the environment, but also inspires others to positive changes.
Warming the image - implementation of actions
Concentrate on all the communication channels you have. On your corporate website, social media, etc. You can start sparking off your image by posting a formal explanatory letter (with or without an apology) on your website and across all social media platforms. Post in a positive tonebut don't hide what happened. Explanations should be simple and authentic. Tell me briefly and to the point about what happened and focus on the future. Tell me what the company is doing to fix everything. Are the search results working to your disadvantage? One of the best methods is to post positive, "ever green" content about your business, meaning content that is timeless. Always up to date. What is it about? It depends on the type of incident. The most important thing is that it presents your company in a credible and favorable light.
Since you are faced with such a challenge as improving the company's image, you will certainly need a helping hand. A look and help from an outsider is a good ideaprovided it is a professional. Someone who cares about getting your business back on its feet as soon as possible. If you would like to receive support from someone like this, please contact us. We are at your disposal.