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6 Actionable Ways to Improve Your Brand Sentiment and Industry Reputation

How do your customers feel about your brand?

Although we obviously want the answer to be “great,” the reality is that many business owners are in the dark about their brand sentiment.
  • Similarly, those same businesses have no idea where they stand in terms of their industry.
  • Between metrics such as social mentions, ratings and reviews alone, we have a treasure trove of information to figure out how people feel about us.
  • That said, how do you improve that standing? How do you ensure that positive feelings from customers and your industry at large are associated with your brands?
  • If you’re worried about this, you’re asking the right questions. To help improve your brand sentiment, here are six steps to consider.


Create a Sense of Passive Awareness

First thing’s first: the more you put your business out in the open, the better.
  • This means consistently publishing content and sharing it on social media. It likewise means engaging with other industry blogs and sharing the content of people you want to eventually reach out to.
  • “The goal is to get your content in front of them over and over to generate brand awareness,” notes Ajay Goel of GMass.”So when you do go to perform cold outreach, they have a higher chance of recalling your brand’s content, producing higher open rates.”
  • Small touch-points via social media can help cement your business’ name, logo and overall identity in the heads of your target audience. Doing so means being present and consistent in terms of engagement.


Maintain a Positive Tone

This might sound like fluff, but don’t ignore the power of positivity in marketing.
  • Companies that embrace problem-solving and philanthropy are the ones that stick out in people’s minds. On the flip side, those who simply harp on pain points and industry call-outs are easier to ignore.
  • Ask yourself: how are you making a positive impact on your industry at large? Is it through helpful content? Does your product solve a specific pain point? No matter what your message what be, being proactive and positive is a plus.


Tell a Compelling Brand Story

Your brand story is essentially what sets you apart from your competition. Even if you’re selling nearly identical products or services as someone else, the narrative backing up your business is truly one-of-a-kind.

  • There are plenty of examples of effective brand storytelling that any given business can learn from. For examples, what’s your mission statement? What struggles have you faced? If your business is behind a particular cause or goal (think: ethical consumption, luxury quality), let that mission shine through your copy, content and marketing.


Score Shout-Outs from Customers and Industry Players

Simply by having others talk about your business, you signal that you have satisfied customers and influence.
  • For example, positive reviews, social mentions and customer photos are incredibly valuable currency for businesses today. Don’t be afraid to ask for any combination of the above from your base: they’ll more than likely be happy to shout you out.
  • Meanwhile, mentions from industry players and publications after crucial for growing your business’ public profile. The significance of earned media can’t be understated. The act of posting to company blogs, attending industry events and networking online can help scoring those valuable mentions much easier.

Provide Better Customer Service

This tip is low-hanging fruit for businesses looking to boost their reputation.
  • Customers have specific expectations today in regard to customer service. In fact, recent social customer service statistics show that people expect speedy responses and personalized care rather than slow, one-size-fits-all service.
  • Talking to your customers and actually listening to their concerns is crucial. Tracking your social mentions and prioritizing customer emails and calls immediately puts you in a positive light among your base. Make a point to show empathy and learn from the wants of your customers to provide even better service in the future.


Dig Into Your Negative Feedback

  • It’s tempting to ignore naysayers and people who you might perceive as trolls. That said, negative feedback can valuable for understanding what you might be doing wrong. Rather than tune people out, look at any negative reviews or comments on a case-by-case basis to examine your legitimacy. Doing so can clue you in on what you can do to improve your public perception.
  • Although it’s wise to march to the beat of your own drum, you can’t afford to ignore the precious feedback from your customers and industry at large. These tactics allow you to build up a positive online reputation that helps you win customer and signal yourself as an active player in your industry.

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