How To Build a Brand Reputation by Hiring the Right Influencers
Having a good brand reputation is vital in this competitive age. It determines how your market feels about your company and whether or not they are likely to invest in your products or services. Whether you’re a large or small company, your reputation can make or break you.
Your brand reputation is also important when it comes to online marketing. Unless your target audience trusts and believes in you, then your influencer marketing campaigns are unlikely to succeed. However, the good news is that the right campaign can help you boost your brand reputation, provided you hire the right influencers.
Why Brand Reputation Is So Important
Your brand reputation consists of the perceptions, opinions, and beliefs of your customers, your employees, and any of your other key stakeholders. It’s shaped by the things you say, the things you do, and the values that you promote. Every step you take, from the copy you include on your website to the Tweets you share on your social media profiles, has an impact on your brand reputation.
A positive brand reputation helps people trust and believe in your brand. It helps you attract and retain customers and make more sales. It also makes it far more likely that any influencer marketing campaigns that you launch will be a success. What’s more, brands with a solid reputation are also able to charge a premium for their products and services because people are usually willing to pay more for perceived value.
In contrast, if you have a bad reputation then you will almost certainly isolate yourself from your target market and fall behind as a business. Especially in these competitive times when consumers are looking to buy from ethical companies that make a positive impact in the world. That’s why it’s so important to consider your reputation at each and every touchpoint you have with the public. The wrong message, however small, can send your reputation spiraling. When that happens, there is very little you can do to save face and recover.
How To Build a Positive Brand Reputation
As we just mentioned, having a good brand reputation is important to guarantee the success of your business and your influencer marketing campaigns. But building a strong reputation isn’t a one-off task; it’s something you need to work on continuously. Your brand reputation strategy needs to be both proactive and reactive. You need to constantly feed the opinions of the public and reinforce their belief that you have a positive brand reputation. What’s more, you need to make sure that you hire the right influencers for your marketing campaigns.
Here are a few valuable strategies to get you started on the right foot.
Build a Strong Brand Identity
The first step in nurturing a positive brand reputation is building a strong foundation: your brand identity. This is the identity that you will reflect with each and every interaction you have with the public. That way, you can demonstrate that you have strong values and beliefs, and you stand by who you are as a brand at all times: that you have integrity.
Your brand identity should be based on a clearly defined brand mission and vision statement. It should align with your values and beliefs as a company and reflect your core value proposition. Your brand identity also needs to have a clear and cohesive voice and be identifiable in all your materials, including your logo, your website, and your social media pages. This is what’s known as a brand narrative, and consistency is crucial here. Make sure your identity is clearly communicated during every interaction your company has with the public.
Create The Right Types of Campaigns
Make sure you promote the right types of campaigns during your influencer marketing efforts. Use your campaigns as a platform to reinforce who you are in a positive light. Although it’s important to keep up with influencer marketing trends, it’s equally important to stay true to your brand identity and demonstrate that you stand by who you are above everything else.
Here are a few examples of influencer marketing campaigns that can help you build a strong brand reputation:
- Informative campaigns, such as explainer videos or product tutorials.
- Campaigns that communicate your commitment to corporate social responsibility or other social cause activities.
- Authentic campaigns that avoid a “hard sell”.
- Campaigns that provide consumers with real value and reinforce the idea that you support substance over style.
- Positive content that builds goodwill.
Send Out the Right Messages
Finally, make sure that any influencer that you work with understands who you are and what your key messages are. This is vital because they represent your brand, and they have the power to make or break your brand reputation with a single post. If they are unable to embody and transmit your core values, then it can water down your brand identity and damage the trust that you have developed with your customer base.
Perhaps most damaging of all, the wrong message from an influencer can have a direct negative impact on the brand reputation that you have been carefully crafting over time. That’s why it’s so important to think carefully before you collaborate with an influencer to make sure they are the right fit for your brand, in every aspect.