Whilst the internet, and specifically social media, is a great platform to reach a wider audience, it can also create a challenge when there is a problem or a perceived problem with a product or service. Most organisations, at some point, will be required to undertake some work to deal with a complaint and to manage brand reputational damage from a negative review.
Dealing with Reputational Damage
One of the first steps is to tackle the issue head-on. Identify exactly what the issue is and whether it is genuine or not. Where there is an attempt to damage your reputation that has been done in a malicious way, for example from a competitor, it may be necessary to commence legal proceedings using a reputable legal firm.
Once the immediate issue has been dealt with, take time to ensure that all avenues have been updated. Spend time looking at social media and monitoring review sites etc to ensure that your customers see that you are willing to fix problems if they emerge.
Use influencers and advocates to support your brand. Have you looked at what your competitors are doing? Are there any particularly influential channels that you are not using to get your name out there?
It is also helpful to look at wider opportunities such as engaging with charities and undertaking good social responsibility. Drown out the bad reviews or actions with good and make sure that your customers are aware of what you are doing.
What is a brand strategy agency?
Many marketing agencies have specialist brand strategy departments as well as there being specialist brand strategy agency offerings out there. These can support both the management of reputational damage and also ensure that a brand is driven to such an extent that minor challenges do not have a major impact on the business overall.
Engaging with a brand strategy agency will enable an organisation to grow with direction. It will also make the organisation more robust for any future challenges such as a poor review or a bad customer experience.
