Reputation Management is far more than just periodic cleanup and online or offline crisis control. The very essence of reputation management comes from understanding the consumer, their needs, thought process and how to make their life happier, easier, more controlled. That’s it.
“We are going to change the world” many say. Sounds generic right? The overuse of such a generic brand adage comes down to the lack of ability to define the basic purpose of that brand. But no one is wrong for using this stated purpose – it is what most of us want.
In the past 10 years I have found myself constantly inspired by company leaders, investors and owners. The fervor and energy by which they believe in their company or product vision can be infectious. This purpose commonly lives at the top where goal-makers dream their dream and push this dream down into the company for many talented people to make reality.
In a recent Forbes interview our President, Nadia Munno discusses how, when there is lack of control, consumers own a brand’s reputation. This is a great example of goals, though nicely stated, does not get executed and results in a tarnished reputation of a brand. The importance cannot be understated.
Retailers and brands need to commit to doing better, knowing their reputation is in the hands of a socially empowered public, one that is exponentially growing. – Tom Popomaronis, Forbes
Using purpose as a noun we can see that we are referring to “The force behind accomplishing goals in anything”. So when a company founder, Board, CEO etc has a strong purpose we usually see their ideas and direction permeate across a company.
Here is an example of PURPOSE.
Let’s say the company is a retailer. Running several popular brands as well their own label and the CEO wants to create such a unique and different experience that consumers feel emotionally uplifted when going through with a sale or receiving goods. Ok great, so what next? The primary fall down is where 85% of failed companies go. This purpose must be 1) Understood and imprinted into the minds of anyone associated with that brand and then, 2) converted into a program which can be understood and executed by everyone.
You see this all the time with highly successful retailers.
- Great return policy.
- Money back systems.
- Using technology to make sales experience easier.
- Throwing in freebies and offers rot loyal customers.
- Shipping from the brick and mortar store.
- Great customer experience.
All of these things come from someone up the line insisting that every single person involved in building the brand understands “to create such a unique and different experience that consumers feel emotionally uplifted when going through with a sale or receiving goods”.
It is thinking about the end user or consumers’ happiness. And it makes the world a better place!
So when you are concerned about your online reputation, don’t just take defensive measures. Take a look at which part of your organization is not aligned with its basic purpose and here you will find out why it happened and will be able to take your brand to the next level of consumer gratification.