What a Summer we’ve had! Arguably one of the worst for many years in terms of weather and for some celebrities a career-changing one. With news indelibly imprinted online the old adage of ‘today’s news is tomorrow’s chip paper’ is a thing of the past, protecting your reputation and managing your brand is an even greater challenge in the digital age. Of all the falls from grace (and we’ve had a few!) Lizzo’s particularly piqued my interest.
If you’re not familiar with Lizzo and her music she is a body-positive plus-sized popstar who erupted on the world of music with her beguiling hit ‘Juice’ in 2019. Not one to let her size hold her back Lizzo’s crew of support artists are carefully selected and support her body-positive image. So, when the news broke of her former employees filing lawsuits against her for work conditions citing ‘bullying as well as sexual and racial harassment’ I was not only shocked but genuinely disappointed.
I like many others believed the hype and everything positive that Lizzo stood for. Whether the lawsuits will go in Lizzo’s favour or not remains to be seen but will her image recover from this? In Icon’s latest blog we’ll explore the intricacies of reputation and brand management and key elements involved, and strategies to build and maintain them effectively.
Reputation and brand management have become critical components of a successful business strategy. A positive reputation and a strong brand are invaluable assets that can significantly impact a company's bottom line.
Reputation and brand management are important for four key reasons;
1. Trust is Everything: Trust is the cornerstone of any successful business. A positive reputation and a strong brand are essential in earning and maintaining trust with customers, partners, and stakeholders. When people trust your brand, they are more likely to choose your products or services over your competitors'.
2. Differentiation: In a crowded marketplace, a strong brand can set you apart from the competition. It helps consumers recognise and remember your business, making it more likely they will choose your offerings.
3. Value and Pricing: A strong brand can command higher prices for your products or services. Customers are often willing to pay more for a product associated with a trusted and respected brand.
4. Resilience: A positive reputation and a strong brand can act as a buffer during challenging times. When crises or setbacks occur, a well-managed brand can help mitigate damage and speed up recovery.
There are several important elements to reputation and brand management which we’ll discuss in detail. The first and potentially the most important is brand Identity. Lizzo is instantly recognisable with her choice of glittery and glamorous fitted leotards. Just like her, your brand identity is the visual and emotional representation of your brand. This includes your logo, colours, typography, and the overall aesthetics. It should convey your brand's values, personality, and mission.
Next, we need to look at the need for consistency. This is crucial in brand management you should ensure that your brand messaging, tone, and visuals are consistent across all channels, from your website and social media to your physical storefront if you have one.
We’ve previously discussed the importance of positive reviews but I can’t stress enough how important it is to make sure your customers' experience is a positive one. This directly impacts your reputation. Deliver exceptional customer service, and pay attention to customer feedback. Address issues promptly and use constructive feedback for continuous improvement. In the digital age, your online presence is vital. Manage your online reputation by monitoring social media, review sites such as Trustpilot, and responding to both positive and negative comments professionally.
Engaging storytelling helps create a deeper connection between your brand and your audience. Share your brand's story, values, and the impact you have on your customers' lives. We need to accept that sometimes things do go wrong. How you react to this is what will set your brand apart. Develop a crisis management plan to address potential issues swiftly and efficiently, minimising their impact on your reputation.
Applying strategies for building and maintaining reputation and brand is a crucial part of any marketing plan. It starts with knowing your audience but this should be a fluid strategy where you monitor, react and engage with your audience to achieve the best outcomes for your brand.
Reputation and brand management are not optional in today's business landscape—they are essential for success. A positive reputation and a strong brand can propel your business forward, attracting customers, partners, and opportunities. By understanding the key elements of reputation and brand management and implementing effective strategies, you can build and maintain a brand that stands the test of time in our ever-evolving digital world. Remember, reputation and brand management are ongoing processes that require dedication and commitment, but the rewards are well worth the effort.
If you’d like to discuss your reputation and brand management over a coffee or have any other burning issues, you’d like to discuss for your business, Icon would love to hear from you. You can speak to Icon’s Managing Director Kiesha at a time that is convenient to you by calling 07979 940526 or reach out via email kiesha@iconmarketingcommunications.co.uk we look forward to hearing from you.