When it loses face, it leads to lost customers, lost goodwill, and lost profits. Is your company currently in trouble? Here are four signs your brand is at risk and how to protect it.
Reduced Customer Engagement
Have customers stopped commenting on your social media platforms, visiting your website, and opening your emails? It may be that your brand is losing its appeal. It may not be due to negative publicity or anything like that; instead, it may be a sign that customers are bored. Re-evaluate and revitalize your engagement strategy. Create valuable and relevant content that makes customers want to visit you and click on links.
It’s easier said than done. Study your website and social media platform analytics to see what content brings people to you. Create more content of that ilk, and encourage conversations by asking questions, responding to comments, and otherwise engaging with clients and potential clients.
Negative Online Reviews
Are the reviews less than glowing on Amazing, Yelp, and other crowd-sourced review sites? Something may be up with your products, services, or customer service. Address negative feedback swiftly and with professional courtesy, and learn from the comments and complaints offered by verified customers. Teach your team how to handle complaints, address issues, and follow up afterward. Also, explore the possibility of misrepresentation and dilution of your brand by others, which can confuse loyal customers. Finally, keep off-spec products out of the gray market by destroying them so they can’t be resold by unofficial vendors. Finally, encourage happy customers to leave good reviews.
Inconsistent Brand Messaging
Are you putting the same branding and messaging across different channels and platforms? If you aren’t, customers might be confused and lose trust in your brand. Develop clear and cohesive brand guidelines. Establish a consistent voice, color scheme, and messages that extend across all your advertising and marketing. Make sure all employees stick to these guidelines in all they do, and test and review communication to keep everything uniform.
Bad Publicity
Address bad publicity right away. Product recalls, social media gaffes, scandals, and other issues can tarnish a beloved brand overnight and leave a stain if not handled promptly. Establish a crisis management plan, and be ready to address the issue and communicate with customers and the community at large. Issue apologies when appropriate, and announce and take steps to rectify things. If you don’t have a PR department, hire an outside firm to handle the issue. Rebuilding trust is paramount, so the faster you move to fix things, the better it will be for your brand.
Those are just four signs your brand is at risk and how to protect it. Hopefully, you’ll never encounter them, but being forewarned means being forearmed!
Image Credentials: By kikkerdirk, File #117467528
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