Brand Experiences Impacts Reputation

Brand Experiences Impacts Reputation

 

In this modern day of commerce, some corporates are still faced with uncertainty of where to host their Reputation Management function within their companies.  Do you group the function as part of Communication or does it reside under your Brand Management portfolio? In short, your Brand is central to everything that you do as a business.  Brand, Communication and Reputation Management are integrated and interdependent; and should always be appreciated, managed and approached as a collective.  For example - Consumers and Investors, are attracted, inspired and influenced by the reputation and performance of your brand when they purchase your product/shares.  A positive and differentiating brand reputation, if strategically communicated, result in the brand’s top of mind awareness. Crucial to be sustained and enhanced with all your Stakeholders as a business imperative.

So what are these brand experiences, which have a direct impact on your reputation?  Service without a doubt is a differentiator and reputation indicator/influencer. Some brands are known for their bad service reputation; consumers avoid them, because they expect value for money, coupled with experience enhancing service engagements. Your Moment of Truth with a brand alters your perception about that particular brand.  It ultimately result in you sharing your (brand+/ brand-) experiences, with your network via social media channels and personal engagements.

Advertising and Public Relations (PR) as brand experiences are difficult to avoid as reputation indicators/influencers.  There are well known recorded instances where brands over-promised or conveyed factually incorrect information about the product/service they offer.  The acid test or tipping point is captured in how they deal with this challenge, which has been created by the unfortunate commercial.  Will they be labelled as spin doctors, or will their PR engine effectively manage the situation, which ensure they gain trust, respect and admiration from all their Stakeholders?  You decide…

Assuming in most companies over the years we experienced, witnessed, admired or activated Corporate Social Investment (CSI) initiatives as strategic positioning tools or a social responsibility obligations.   Old school/economy and new school/economy value systems, normally determine how organisations approach their CSI function.  Some organisations are reluctant to talk about their investments in communities and manage their programmes similar to philanthropy principles.  Stakeholders today are advocates interested in active community upliftment initiatives by organisations, which influence their perceptions about your brand. You want them to become your Brand Advocates because of their influence within communities and their personal and business networks.

Henry Ford said: “You can’t build a reputation on what you are planning to do”.

The same applies to sponsorships.  The type of sponsorship properties that you support or associate your brand with, might not appeal to all your Stakeholders.  Especially, when a brand decides to endorse an individual.  This is probably the one area to be avoided due to the unpredictable nature of human behaviour.  Their actions impact on your reputation directly.

Your employees are your brand and the success/failure of your brand is determined by them as enablers.   Never underestimate the importance of a robust, sustained, flexible and a simplistic brand internalisation programme, capable of creating passionate brand ambassadors. These Ambassadors embrace ownership, they are sensitive to behaviour which impacts the brand negatively and able to translate, articulate and bring the personality, values, essence and brand promise alive at all your touch points with the brand.  Their actions are Aligned, Consistent and executed with Clarity in as far as what the brand stand for and represents.  New Economy Employees wants more from their Employers; money as a motivator, no longer occupy the first three positions to motivate your Employees.  A sense of belonging, a conducive working environment where their contributions are valued, most importantly they can relate and support the values and responsible business practices of the organisation where they are employed. How you manage diversity in the workplace is becoming increasingly important and will determine whether you able to attract the best talent.

The reality is unhappy Employees are incapable of delivering on their mandate as Brand Ambassadors, resulting in unpleasant brand experiences which are shared with others instantly and without consideration.  Sentiment towards your brand is immediately negatively affected.

Legacy and historical unfavourable brand experiences are two of the biggest challenges brands have to deal with in their attempts to positively enhance their reputation.  This phenomena has been present since the birth of commence, the appreciation and the importance of brands. These experiences surface unexpectedly in cycles, forcing companies to take up a defence position when they appear.  During a crisis ensure proper, effective and responsible management of the situation to avoid negative comebacks, which ultimately become your legacy.  Stakeholders will always refer to the legacy and history of the brand/company.  Always strive towards positive and favourable perceptions to become their meaningful reference when your brand is mentioned.