Brand reputation management
Author: yinkaolaito
Yinka Olaito is happy,excited and passionate Brand Communication, Social Media expert, Trainer and speaker. Yinka Olaito helps brands(Profits and Non-profits)with effective communication and positioning for premium service delivery and returns.Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage consulting and African Child Right Inc.Lagos Nigeria
Reputation has to do with standing, status, repute and character. Every brand must embrace the truth in the saying that says “learn from yesterday, live today and strategize and hope for tomorrow’. Reputation like integrity is a social capital that can be spent tomorrow and especially during recession. But it seems many brands here do not care about such stuff as long as long as they make their money and enjoy patronage. They care less about the fate of their target that spends millions on them weekly.
Interestingly, google is not sleeping. Google is a good information keeper. Google never forget. Google is a good Librarian who keeps information for ages. One day the information can be recalled and used. I am not sure many brands-corporate, personal –are aware of this. If they do they will watch against what is being said about them and protect their hard earned social capital. Today, major brands have not learnt from yesterday in our clime. An issue like ‘DELL HELL’ is still fresh in the mind of that great corporation. A casual neglect of a supposed ‘mere insignificant’ mentioned of DELL Corporation activities sparked a destructive fire for that corporation- I hear someone says ‘that is where internet is king and consumers’ rights are protected’.
A major telecom here associated with YHell may also be going towards seeing hell because of their online reputation. There are about two hackers’ websites that are associated with its game show and their brand management team seems not to care a hoot despite the fact that we have alerted them. One expects they will make this known publicly to their valued customers. They did replied our mail but beyond that we have not seen advert to warn many unsuspecting publics that may fall prey. These set of people may put their experiences online and that may spark a fire.
Based on the above story, I have decided to raise brand owners awareness on how to manage their brands’ reputation at the two major platforms we have now.
1. Physical Space reputation management: This has to do with every platform that anyone can feel, see, and touch etc. This include logo on a paper, car, stationery items, business cards, press releases, advert, magazines, cars, office environment, internal brand’s attitude etc. Proper or inadequate management of this platform may either affect brand’s reputation in the mind of the target audience.
2. Cyber, online space reputation management: Many brands have continued to ignore what is done on the cyber platform because they feel we are not there yet. Interestingly the few that are online are talking, interacting in forums, social media, online ‘think tank’, websites, blogs etc. We have noticed few hackers’ websites that are purported to be owned by the major brands which exist on the cyber space now. Yet these major brands could not detect them early until someone alerts them. Today there are basic internet software that can be used to track mere mention of the brand’s name on the net not to now talk of having a website that carry the brand’s name, logo, disclaimer notice among others. This software can be operated by a designated employee who works as a community manager. This allows easy and early detection. This we have noted in some of our earlier posts.
Does your brand care about its reputation? Are your employees empowered to enhance your brand’s reputation? If you can not answer these questions in affirmative, send your internal brands to PERSONAL BRANDING AND CORPORATE SUCCESS SEMINAR holding in Lagos Nigeria in April 17-18, 2009. For enquiries send text, cal or mail -07029778785, info@michaelsage.org, tunde@michaelsage.org
The fact is that many of these major brands do not realise the potentials of the Internet. When they do they’ll be more proactive in combating the phising sites
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