Improving Your Business Reputation: Expert Suggestions and Methods

Improving Your Business Reputation: Expert Suggestions and Methods

In the dynamic world of business, maintaining a strong and positive brand image is crucial for long-term success. This article explores the strategies that businesses can employ to align their brand image with their reputation, drawing examples from globally recognised brands such as CNN, Louis Vuitton, and H&M.

CNN, an internationally recognised news network founded in 1980 and based in Atlanta, Georgia, has built its reputation on journalistic integrity. The network is known for delivering timely and accurate coverage of global events, reinforcing its position as a trusted source of news.

Similarly, Louis Vuitton, a French luxury brand established in 1854, is renowned for its classic, durable styles, use of premium materials, and association with celebrity culture. The brand's high price points add to its exclusivity, making ownership a mark of prestige.

Brand image, however, is not just about the products or services a company offers. It is the overall perception consumers have about a product or company, encompassing all aspects of the customer experience. Brand image is intentionally created by a company and includes logos, colours, messaging, and overall aesthetic, aiming to evoke specific feelings and associations in consumers' minds.

A strong brand image helps businesses stand out, attract the right audience, and communicate their values effectively, ultimately enhancing the company's brand image. For instance, PalmPalm, a brand with a strong brand identity, characterized by a modern and vibrant design, has successfully captured the attention of its target audience.

However, maintaining a positive brand image is not without its challenges. Brands such as IHOP and Victoria's Secret have faced criticism for insensitive tweets and campaigns that reinforced unhealthy body ideals, damaging their reputation.

Effective strategies to improve brand image and align it with reputation for long-term business success include:

1. Align brand values with brand positioning and customer perception: Clearly define and document your core brand values and ensure they are consistent with how your brand is positioned in the market. Engage stakeholders and customers to identify any discrepancies and adjust strategies accordingly to reinforce authenticity and credibility.
2. Build a strong, cohesive brand identity: Develop a clear and consistent brand identity, including visual elements (logo, colours, imagery), a distinctive brand voice, and well-defined mission, vision, and values. This creates a brand worth managing and helps customers form accurate, positive impressions.
3. Offer value through content marketing: Provide helpful, engaging content such as blog posts, videos, newsletters, and guides that demonstrate expertise and personality. This builds trust and improves visibility while showcasing what your brand stands for.
4. Establish and maintain a professional online presence: Create an easy-to-navigate, well-designed website that reflects your brand identity and values. Ensure high-quality content free from errors and consider supplementing with apps or other digital tools to enhance user engagement.
5. Implement a proactive and reactive reputation management strategy: Continuously monitor your brand’s reputation across platforms using audits and sentiment analysis. Set clear objectives and KPIs, such as improving review scores or increasing positive media coverage. Address negative feedback in a timely manner and use insights to guide ongoing improvements.
6. Use risk management frameworks: Develop scenario plans for potential challenges and establish communication protocols to protect your brand’s credibility and visibility under pressure. This helps maintain consistent reputation during crises or cost-cutting measures, ensuring sustainable growth.

In summary, aligning brand image and reputation requires value consistency, clear identity, engaging content, strong online presence, active reputation monitoring, and risk preparedness. These combined strategies build trust, loyalty, and a durable competitive advantage over the long term.

[1] Keller, K. L. (2016). Strategic brand management: Building, measuring, and managing brand equity. John Wiley & Sons. [2] Aaker, D. A. (2004). Building strong brands. Free Press. [3] Ferrell, O. C., Fraedrich, J., & Ferrell, O. C. (2018). Business ethics: Decision making for personal integrity and social responsibility. Cengage Learning. [4] Kotler, P., & Armstrong, G. (2016). Kotler's marketing management. Pearson.

1. CNN, a globally recognized news network, upholds its reputation for journalistic integrity by delivering timely and accurate coverage of global events, reinforcing its position as a trusted source of news – demonstrating how brand image and business success can be aligned.
2. Louis Vuitton's luxury brand, renowned for its classic, durable designs and association with celebrity culture, has built its brand image and reputation through high-quality products, reinforcing its position as a mark of prestige – showcasing the importance of maintaining a cohesive and consistent brand identity.

Read also: