If you really think about it, a brand is nothing more than a container for the promises and benefits that your company makes and delivers to your target audience. Therefore, branding is really about managing your company’s reputation. If you make a promise, you better deliver on it. Break a promise and your reputation will suffer. Just like a personal reputation, a brand reputation is formed based on the behaviors and actions of the company (or a person within the company) and how those behaviors and actions are perceived by the target audience. Since most people understand what a personal reputation is, it makes it easier to understand what “branding” is all about.
In today’s socially-networked world, it is imperative for brand owners to actively monitor Social Media channels like Facebook, Twitter and YouTube, as well as track blogs, forums and online communities where conversations about the brand may occur. Whether the conversation is positive, negative, humorous, or just sarcastic, you must track the sources of such content and gauge the sentiment and underlying emotions in order to protect and enhance reputation.
The key to making the transition from brand to reputation management lies in the examination of the company through a set of filters designed to gauge how you are shifting from a reliance on the traditional art of persuasion to the adoption of the disciplines of authenticity.
Download our latest white paper to learn more about the shift from brand management to reputation management by practicing a discipline of authenticity – and if you’re a B2B marketer there are a few additional recommendations just for you. And here’s a helpful guide for how to create a unique and differentiating brand name.