Your brand credibility is more perilous than you might think. It takes years to craft a solid reputation, and only a split second to destroy it all. With the enormous reach of social media, one gaffe could reach millions of people in minutes. That’s why it’s so important to constantly monitor your reputation and work hard to continuously build brand credibility.
These steps are so easy that many tend to set them and forget them. If you’re working now to build your brand’s reputation or clamoring to recover from a PR disaster, start work right away. If you’re coasting along on a great reputation, don’t leave these tasks until it’s too late.
Examine Your Brand
You should always keep your brand in mind, every second of every day. Training for staff should include your brand’s mission, vision, voice, and message. If you’re still not sure what your brand’s purpose is, then you haven’t yet spent enough time building your brand.
The message you send to your customers solidifies this brand. If your words, actions, and images don’t fit the brand you’re crafting, then you’ll lose credibility. All it takes is one slip on social media to but your brand in peril. Bigger faux pas, such as the ones plaguing United Airlines in the news lately, could knock you all the way back to the beginning.
Exercise Your Voice
When a vocalist doesn’t use her instrument, it gets rusty from disuse. The next time she sings, she may sound different—and that can be confusing to listeners. Always pay attention to your brand voice. Learn what you sound like to your buyers and work hard to maintain that voice.
It’s important to constantly analyze your buyer personas, too. Maybe you’re using the wrong voice to reach them. A hip, trendy brand voice might get attention, but it won’t impress your buyers if it doesn’t match the services or products that you offer.
Build a Better Blog
Buyers want to learn about your services or products before buying. By creating content that establishes you, the company owner, as a thought leader, you build enormous credibility for your brand.
Share tips, tricks, and tutorials. Spread good news about your company with press posts. Dig into deeper thoughts and share your opinions about your industry. Every word will work to boost your brand credibility.
Check Your Website
Is your website up to date? An old, clunky, slow website speaks volumes to new visitors. Your brand screams, “We don’t know what we’re doing!” so loudly that nothing you say can drown it out. Make sure your pages load quickly and that the site functions as it should. And, of course, you must be mobile responsive now. Not only will a non-mobile site turn off your buyers, but it also will perform poorly in search engine results.
Pay Attention to Reviews
Now, how will you know that your brand resonates with your buyers? How do you know you’ve built credibility you can count on? By listening to your customers. Read reviews. Take them to heart. Sure, some can be ignored—specifically those left by users hoping to stir controversy. The real reviews, however, should be used to help you build your brand credibility.
When reviews are bad, examine the claim, determine where you went wrong, and address the problem immediately. When reviews are good, use the feedback to bolster the credibility you’re building. And remember: these reviews aren’t always a formal affair, left on third-party sites or your own website. Monitor social media to keep an ear tuned to what buyers are saying about you.
As you can see, these tasks must be performed over and over and over again. It’s important to always have your brand credibility in mind. If you’re working to build your brand or to recover from an incident that has put your brand in jeopardy, give us a call. Building solid brands is what we do.