It’s not rocket science to know that neglecting your brand is a terrible mistake that only serves to sour your company’s reputation. But did you know that neglecting your reputation can have a ripple effect, not just on your current customers, but on prospective ones as well?
You may not even realize your brand reputation is being neglected until suddenly it is brought to the forefront – either through a discussion with a client, or a social media review that blindsides you. And while we’d all like to think that these things never happen in our line of work, it’s entirely possible that in your rush to serve your clients in the best way possible, that some things got put on the back burner.
Here’s what to watch out for:
Unsatisfied Customers are More Likely to Share Their Negative Experience
It’s a sad fact of doing business that unsatisfied customers are much more vocal than their satisfied counterparts. That means it’s much more likely than an unsatisfied customer is going to tell the world about their experience than one who is exceedingly satisfied. Of course, you can coax out great reviews from your satisfied users too — it just may take a little more prompting.
Even if you’ve done everything right, there will still be some customers that are simply not satisfied with anything you do. All that you can do is your best, and for the negatives you get, look at them as a learning experience, but also don’t hesitate to stand your ground. You know the value you provide. Staying true to your brand (more on that below) is important.
There’s a Misalignment of Your Brand Perception and What is Actually Delivered
This is a common problem that nearly every business will face at some point or another. If you position yourself, for example, as a luxury brand, yet the end result is cheap and poor quality, your brand perception suffers. Most instances of brand perception gone wrong are not so extreme, but for example, if you pride yourself on excellent and helpful customer service, but then blasting them in a social media comment won’t do you any favors in the long run.
Leaving Customers to Figure Things Out on Their Own
Some people like the challenge of figuring out things on their own, but in this case, it’s not the best idea to simply drop everything in your customers’ laps and leave them to slog through it – especially if what you have to offer has a complex learning curve, is difficult to put together or use, or otherwise brings about a lot of questions – particularly from first-time users.
In the customer’s mind, there’s nothing worse than being left to figure it out on their own, when included instructions and “customer support” don’t do much to help. Having a knowledge base or getting started videos can go a long way toward helping ease some of the support burden and making sure that your brand is one that’s recognized for quality service – even after the sale.
Getting Anything Less than a Stellar Review
Many companies were particularly guilty of this when social media first burst onto the scene. Since then, they’ve mostly learned the error of their ways, but some refuse anything that’s not a stellar, five-star review. That means deleting any comments that criticize (however warranted) or otherwise make suggestions on how to improve the service. Making every review seem stellar might seem like a good idea on the surface, but it presents itself as ingenuine, particularly when you get the inevitable “why was my review / comment deleted?” from your former customers.
Of course, if you need help with brand alignment and making sure that your brand perception is top notch in any industry, reach out to us here at Workdom today to learn more. We can help make sure your brand and everything associated with it conveys the kind of impression that you want customers to have, and we can help address any issues that you feel could be detracting from that brand perception.