Online Reputation: Why is it important to measure your brand’s reputation?
Posted: Wed Dec 04, 2024 8:51 am
Corporate reputation is a phenomenon whose importance is vital for the viability of any organization and its recognition by companies is increasingly high. However, it is a subject about which there is still too much ignorance.
At pinchaaqui.es, as an online reputation agency , we work on managing your brand's reputation, and in this article you can learn more about the impact that reputation can have on your company.
What is corporate reputation?
Reputation is a complex phenomenon, largely because it is based on intangible elements, as we at pinchaaqui.es analysed some time ago.
Because of this, there is no concrete definition, although reference is often made to the one provided by Charles Fombrun, founder of RepTrak, an organization recognized as the world's leading authority on reputation.
He spoke of this as “the image that a company projects and the perception of it by its internal and external stakeholders, based on its past actions and the behavior expected in the future.”
This concept therefore includes multiple elements to be taken into account, such as the quality of our products and services, leadership, company policies and culture, respect for customers and employees, market position in terms of innovation, values, financial results, social responsibility and respect for the environment, etc.
brand reputation
Illustrative example developed by pinchaaqui.es of how different dimensions influence a brand's reputation.
Because reputation is intangible and determined by so many factors, many companies see managing their reputation as something too self employed phone number list complex and beyond their capabilities. This is because, out of sheer ignorance, there is a tendency to underestimate the risk of not taking care of these elements, and not to value enough the advantages of a well-managed reputation.
This leads to two main possibilities: on the one hand, companies that neglect the perception of their company, which usually leads to mediocre and risky results. On the other hand, there will be companies that, despite taking care of elements such as the quality of their services, customer service, etc., end up missing out on business opportunities, which ends up relegating them to the background, instead of turning their reputation into a competitive advantage in the market.
Why is your brand reputation so important?
The starting point must always be a basic rule for any business: a company without its customers is nothing. It is they who, with their consumption, give meaning to the existence and viability of the company's activity. The company will be able to exist in the medium and long term if it is able to create and provide value to its customers through products or services that satisfy their needs.
Obviously, no company will be sustainable over time if these customers have shown themselves to be dissatisfied, since there is a double risk on their part: they may abandon us and stop consuming our products and services, and on the other hand, they may speak badly of us, recommending other people to avoid us, destroying our reputation and with it, any possibility of creating a brand that makes us desirable to the public.
This is why brand reputation is essential to achieving viability and positive future prospects.
However, a good reputation is never achieved without work, and much less maintained over time. That is why part of this importance is born from the difficulty in itself of being able to build a good reputation, which takes a lot of time and effort, but can fade in a moment.
Reputation is something that is always in danger and that is why it must always be worked on and cared for.
How do digital media influence your brand's online reputation?
Before the great digital development that we have experienced over the last few years, in a more traditional environment, a company's reputation was transmitted through word of mouth. Whether through customers, suppliers or employees themselves, conversations involving a certain brand used to take place in person and in front of a small number of people, generally trusted, such as family and close friends.
Unlike today, actions such as making yourself known, showing your services, reaching your target audience, transmitting a series of values, etc., were complicated by the existence of countless barriers, whether geographical, linguistic or economic. And above all, the fact that we were faced with one-way communication.
In return, reputational risk was minimized compared to today, which meant that in the past, despite not being advisable, reputation management could be ignored to a greater extent.
With the arrival of the Internet, the communication chain is broken from being unidirectional to omnidirectional, giving citizens great control over communication, to the point that with their opinion, they may be able to destroy any message that a brand wants to give.
If we transfer all the elements of corporate reputation to the digital world, it becomes even more important. Jeff Bezos, CEO and founder of Amazon, pointed out that, in the traditional environment, if you leave a customer dissatisfied, he would tell 6 friends, but in the digital world, that same customer can transmit his feelings to 6 thousand people.
At pinchaaqui.es, as an online reputation agency , we work on managing your brand's reputation, and in this article you can learn more about the impact that reputation can have on your company.
What is corporate reputation?
Reputation is a complex phenomenon, largely because it is based on intangible elements, as we at pinchaaqui.es analysed some time ago.
Because of this, there is no concrete definition, although reference is often made to the one provided by Charles Fombrun, founder of RepTrak, an organization recognized as the world's leading authority on reputation.
He spoke of this as “the image that a company projects and the perception of it by its internal and external stakeholders, based on its past actions and the behavior expected in the future.”
This concept therefore includes multiple elements to be taken into account, such as the quality of our products and services, leadership, company policies and culture, respect for customers and employees, market position in terms of innovation, values, financial results, social responsibility and respect for the environment, etc.
brand reputation
Illustrative example developed by pinchaaqui.es of how different dimensions influence a brand's reputation.
Because reputation is intangible and determined by so many factors, many companies see managing their reputation as something too self employed phone number list complex and beyond their capabilities. This is because, out of sheer ignorance, there is a tendency to underestimate the risk of not taking care of these elements, and not to value enough the advantages of a well-managed reputation.
This leads to two main possibilities: on the one hand, companies that neglect the perception of their company, which usually leads to mediocre and risky results. On the other hand, there will be companies that, despite taking care of elements such as the quality of their services, customer service, etc., end up missing out on business opportunities, which ends up relegating them to the background, instead of turning their reputation into a competitive advantage in the market.
Why is your brand reputation so important?
The starting point must always be a basic rule for any business: a company without its customers is nothing. It is they who, with their consumption, give meaning to the existence and viability of the company's activity. The company will be able to exist in the medium and long term if it is able to create and provide value to its customers through products or services that satisfy their needs.
Obviously, no company will be sustainable over time if these customers have shown themselves to be dissatisfied, since there is a double risk on their part: they may abandon us and stop consuming our products and services, and on the other hand, they may speak badly of us, recommending other people to avoid us, destroying our reputation and with it, any possibility of creating a brand that makes us desirable to the public.
This is why brand reputation is essential to achieving viability and positive future prospects.
However, a good reputation is never achieved without work, and much less maintained over time. That is why part of this importance is born from the difficulty in itself of being able to build a good reputation, which takes a lot of time and effort, but can fade in a moment.
Reputation is something that is always in danger and that is why it must always be worked on and cared for.
How do digital media influence your brand's online reputation?
Before the great digital development that we have experienced over the last few years, in a more traditional environment, a company's reputation was transmitted through word of mouth. Whether through customers, suppliers or employees themselves, conversations involving a certain brand used to take place in person and in front of a small number of people, generally trusted, such as family and close friends.
Unlike today, actions such as making yourself known, showing your services, reaching your target audience, transmitting a series of values, etc., were complicated by the existence of countless barriers, whether geographical, linguistic or economic. And above all, the fact that we were faced with one-way communication.
In return, reputational risk was minimized compared to today, which meant that in the past, despite not being advisable, reputation management could be ignored to a greater extent.
With the arrival of the Internet, the communication chain is broken from being unidirectional to omnidirectional, giving citizens great control over communication, to the point that with their opinion, they may be able to destroy any message that a brand wants to give.
If we transfer all the elements of corporate reputation to the digital world, it becomes even more important. Jeff Bezos, CEO and founder of Amazon, pointed out that, in the traditional environment, if you leave a customer dissatisfied, he would tell 6 friends, but in the digital world, that same customer can transmit his feelings to 6 thousand people.