Brand Strategy

How to Control Customer Perceptions of Your Business

Businesses can live or die by their reputations. Just ask Comcast, who struggled with their incredibly negative reputation and tried to overcome it by rebranding themselves as Xfinity. Chances are you don’t have to go quite that far to influence customer perceptions. There are plenty of things you can do to control customer perceptions without giving your brand a complete overhaul.

Be Proactive

Rebranding themselves as Xfinity was clearly a reactive approach to managing customer perceptions. Whether or not it worked is up to you, but the saying that an ounce of prevention is worth a pound of cure applies when it comes to protecting your reputation. It’s a lot easier to build a positive reputation than it is to repair a negative one. Decide how you want your business to be perceived by consumers and formulate strategies you can use to help you get there.

Review Management

Even the best companies aren’t going to be able to please everyone all the time. The result of having dissatisfied customers is often the negative reviews that show up on different platforms. Every industry is vulnerable to the impacts of negative reviews, from retail to healthcare. Patient reviews can seriously impact a medical practice’s digital presence. They can also dissuade enough consumers from supporting a business that it can’t stay open. Taking steps to manage your reviews by responding to them appropriately and evaluating their authenticity can be a good way to start making sure they help your business rather than hurt it.

Have Killer Marketing

In many cases, your marketing is going to be the first contact your business has with customers. It’s going to be the vehicle for that initial impression. As such, it’s essential to make every marketing material engaging for consumers. It should be clear, concise, and easy to understand. If you want your marketing to really showcase your business, make sure you incorporate your brand into your materials. That means you’ll need to have a clear understanding of exactly what your brand is so you can portray your brand consistently every time across every platform.

Learning how to influence the perceptions customers have of your business can be an incredibly useful tool. Make sure you take a proactive approach, rather than a reactive one. Invest in review management and make sure your marketing materials are on point. That will help you control and manage the perceptions customers have of your business.

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