For sure, you know that reputation and sales are closely connected. If they were not, iPhone, Coca-Cola, Pepsi, Nike, Adidas, and other huge brands would not have such success and sales which increase yearly. But how does one build reputation?
Reputation can be built on many levels, even on an emotional connection about which we talked about in the last blog. Except for emotional connection, reputation can be built through tradition, experience, recommendations, similar experiences, but also sharing day to day life of your brand with your potential customers and target groups through social media channels. Social media makes constructing your reputation a tad easier in comparison to channels that Nike, Adidas, Coca Cola and similar older brands had at their disposal. Surely, 50, 60 or even 70 years ago – there were fewer channels through which you could connect with your target group, but a brand that is 50 years old, or even 41 years old (Apple), have their reputation built mostly on the tradition, and through other techniques that are preserving that reputation.
No matter are you a brand new brand, a brand with ten years of experience constructing your business or a brand whose reputation is built on tradition – the reputation has a big influence on your sales.
Two Ways How Your Reputation Interferes With Your Sales
1) Good reputation means your brand is trustworthy
What it does not matter is your reputation built on emotional connection or tradition, lots of followers (on social media and behind it) means that your brand, product, and service is trustworthy and worthwhile of time and money. For example once again take Apple – their brand was established in last 40 years, it grow with the technology itself, it brought some innovations and trustfully, directed the price market. Today, people will stand in lines in front of the stores to get iPhone’s which only just got on the market and which are still overpriced. But, no matter how much money Apple is looking for their new iPhone – their reputation says that their product is better than others on the market, and their reputation also elevates the customer’s reputation.
2) If you care about your reputation, it shows that you care about your customers
Although the customer does not care about your reputation, if you take care of the customer – the customer will take care of your reputation. For example, if a customer on your social media channels writes or calls your customer service number, it is in your best interest to respond to them positively, no matter what the topic of the call is. If they want to rage about your product, you make a full reimbursement, if they say they do not like your service on your social media page – ask them to tell you more on the topic through your inbox or even in the comments below. This step and these comments will show your other customers that you respond quickly, swiftly and carefreely – which means that you absolutely trust your brand, service or product and that every misshapen that another customer had with your product was a mere mistake.
Also, once you established the reputation you wanted, one bad move can destroy what you have succeeded to retain, and that’s why we always suggest to our clients that they need to have a person who is experienced in crisis management, who will take care of the negative publicity in a few fast moves and save your reputation before it is too late.