Sitting in a boardroom after a discussion with all the stakeholders, have you ever caught yourself deep in your thoughts about what others think of your brand? Or what is the general perception? We can bet that you have but these are not the same concepts. Though people tend to use brand reputation and brand image interchangeably, there’s a big difference between the two and their management.
Brand Image
It is a generic concept that indicates the general perception of a brand. It is the short-term evaluation of brand communication and its effect on different publics. The dissemination of messages and their interpretation creates a brand image that varies from person to person and from time to time.
The Process of Image Building
Advertising, branding and PR are all important tools that help in the making of an image. Established from the very first time that a user interacts with a brand, ranging from asking a question or completing a purchase, it signifies the users’ view. As such, it is the crucial moment of starting a journey and it is of singular importance that you get it right. It is vital to pay attention to the smallest details for building a solid relationship.
Brand Reputation
The impression that a particular public or section of people carries about the organization using social evaluation, in the long run, refers to reputation. As a prevailing opinion about the brand, it is much more specific and is not altered by incidents, trends, news or other such short-term factors. It can best be understood as a sum of images that are not just made but grow naturally over a long time.
A part of the social capital of the brand, it is not just what customers think but also what the employees and other stakeholders feel about the brand. People aligning with the values and principles of a company and putting their faith in the integrity and objectives of the brand shows the name that it has in the market.
Managing Brand Reputation: A Long Battle
Contrary to building image, managing brand reputation is more the result of continuous and consistent public relations. It is a far more complex process by which brands seek to impress and influence the opinion of the general public. The beginning of this long and arduous process is by careful listening or in this new age of social media what is more popular as tracking. You need to pick up even the faintest trail of discussion related to your brand, analyse the interpretations and get your hands on the pulse.
In short, you need to gauge the general feeling and then focus on building and maintaining the desired reputation. Of course, there will be times of crisis and damage control but the emphasis has to be consistent so that the brand is never forgotten!
So What is The Difference?
A brand image is momentary but brand reputation takes years to build. Though both depend on internal and external factors and complement each other, the latter is more about the bigger picture. A good brand reputation signifies that your brand delivers what it promises as well as guarantees greater market share.
How to Build Good Brand Image and Reputation?
Now you know that both are different and both are vital for your brand’s success, know that it will need a mix of both the creative and the analytical. You will have to consider both the short-term goals and the long-term mission and vision of your brand and certain things will matter more than others.
1. Your Story and Purpose
This will imply the culture that you wish to build. Remember that humans connect more to stories than abstract numbers. Knowing where you come from and where you wish to go and how makes all the difference.
2. Know and engage with your audience
Your audience research should go beyond the usual post-sales question and include social media to find out their feelings, grievances, and desires. Take into account their opinions and see how they change and why; this will be better than any abstract figures!
Conclusion
Work with an agency like Helium CRM that can gap the bridge, if any, between your brand and the wider channels of networking with greater efficiency so that you can reach those who you otherwise would have had difficulty reaching. Your brand reputation is your signature and we will go the extra mile so that it remains high no matter what! Contact us to know more.
You can also read our other blog: Interesting Lead Generation Tools To Know About In 2023
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