“No matter how strong your products, they’re only as good as buyers think they are.” Patrick Whatman

Regardless of your business’s industry, the strength of your services or product line hinges on how strong folks believe your products or services to be. It’s all about your reputation. The way the consumer sees you and the feelings evoked at the mention of your company influence what said consumer has to say about your business, products, and services.

Wise business owners manage their reputations –they know if left to chance or happenstance, a reputation may not fair so well. And once a rep is tarnished or even saddled with a ho-hum, neutral label, it can take a lot of time and effort to negate that damage.

So, what does reputation management involve? What does it look like in 2022 as the world emerges from a worldwide pandemic? Let’s begin with a simple definition of reputation management:

‘The processes that strive to control and improve upon how your brand is perceived by others’

With the vast reach of the internet and the extreme popularity of all things online, it can be challenging to protect a company’s image. More so than in days when “word of mouth” simply meant a spoken word shared with a friend or neighbor. Now that social media has given the masses an avenue to say and do what they will with just a few clicks of their fingers; reputation management has become more critical than ever.

While some fear they’re powerless to do anything about it, that’s far from the truth. You can be a game-changer in reputation management by paying close attention to who’s saying what and when and where, and then involving the company in the conversations.

As the one who stands to gain or lose the most by a raving or trashed reputation, how can a business—of any kind—afford not to take reputation management seriously? In a word, they cannot. So let’s look at the foundational strategies of a proactive reputation management emphasis.

1. Get in on the conversations

Every business is a topic of conversation. The key is to find those conversations and be a part of them. Customer reviews and recommendations across dozens of platforms and review sites are a great place to start. First, search for your company name across various search engines to uncover all that’s out there about your business. Then, enter into this space with an open mind to seeking out feedback, conversations, and “mentions” that can be used to improve products and services, which will impact your reputation.

2. Stick to your word

Do what you say you’ll do. Simple, right? Yes and no. While the concept is simple, sometimes the follow-through proves to be anywhere from not-so-simple to very difficult. Keeping every department and every employee consistently committed to the “true to our word” mission will be a challenge. Expect it to be. That mindset will keep everyone on their toes. Promoting a positive reputation must include kept promises.

3. Apologize when appropriate

 Not if, but when. Because mistakes, goof-ups, and unfortunate blunders will happen. The goal should be to turn every complaint and negative experience into a relationship-building encounter. How? By implementing the three A’s:

  • Acknowledging their feelings
  • Apologizing for the situation
  • Avoiding a defensive attitude

If a customer or client feels heard, the encounter has a much greater chance of ending positively.

4. Never make excuses

No one likes excuses, but they are incredibly frustrating when a person feels they’ve been wronged. Excuses send a message that the situation isn’t critical. So, swallow the excuses even if they feel more like reasons to you. Listen and employ the three A’s. And stuff the excuses.

5. Explain how you will resolve the situation

Resolution is where the relationship-building encounter can stall. While an apology is a must, it shouldn’t be the end of the conversation. When someone comes to the company with a problem, they’re looking for a fix. Sometimes that fix involves a replacement or a credit. But sometimes, a more creative and personalized resolution is necessary. At all costs, avoid over-promising as that can lead to more issues. Instead, go with a genuine solution that assures the consumer that their concerns are valid and worth the company’s time and effort to remedy.

At ASJ Partners, we’re all about customized, comprehensive marketing strategies to make reputation management easier and more effective. Our team helps position staffing firms to be found by both clients and candidates. We can be your firm’s strongest advocate. So let’s get started today.