{"id":7302,"date":"2023-08-02T09:30:38","date_gmt":"2023-08-02T09:30:38","guid":{"rendered":"https:\/\/scallent.com\/?p=7302"},"modified":"2023-08-02T09:59:00","modified_gmt":"2023-08-02T09:59:00","slug":"the-impact-of-online-reviews-on-brand-reputation","status":"publish","type":"post","link":"https:\/\/scallent.com\/en\/posts\/the-impact-of-online-reviews-on-brand-reputation\/","title":{"rendered":"The impact of online reviews on brand reputation"},"content":{"rendered":"

[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column width=”1\/4″ column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” offset=”vc_hidden-xs”][vc_single_image image=”6647″ alignment=”center”][vc_column_text]<\/p>\n

Pauliny Zito
\n<\/strong>Planner, copywriter e copydesk<\/span><\/h6>\n

[\/vc_column_text][\/vc_column][vc_column width=”3\/4″ column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” offset=”vc_hidden-xs”][vc_column_text]If, by definition, reputation is a concept, the favorable or unfavorable public opinion about something, <\/span>brand reputation is the general opinion that the public shares about it<\/b>.<\/span><\/p>\n

All of us, as communication and marketing professionals, are (or should be) reputation managers, with the essential mission of caring for and protecting the image of the brand, its leaders and everything around it. In essence, we must be true brand guardians.<\/span><\/p>\n

In times of the Internet, where everyone has a voice, it is necessary to define positions, communicate clearly and on all platforms the values and purpose of the brand.<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column width=”1\/4″ column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” offset=”vc_hidden-lg vc_hidden-md vc_hidden-sm”][vc_single_image image=”6647″ alignment=”center”][vc_column_text]<\/p>\n

Pauliny Zito
\n<\/strong>Planner, copywriter e copydesk<\/span>[\/vc_column_text][\/vc_column][vc_column width=”3\/4″ column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” offset=”vc_hidden-lg vc_hidden-md vc_hidden-sm”][vc_column_text]If, by definition, reputation is a concept, the favorable or unfavorable public opinion about something, <\/span>brand reputation is the general opinion that the public shares about it<\/b>.<\/span><\/p>\n

All of us, as communication and marketing professionals, are (or should be) reputation managers, with the essential mission of caring for and protecting the image of the brand, its leaders and everything around it. In essence, we must be true brand guardians.<\/span><\/p>\n

In times of the Internet, where everyone has a voice, it is necessary to define positions, communicate clearly and on all platforms the values and purpose of the brand.<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]A <\/span>Minc Law article<\/span><\/a> on the importance of brand reputation lists <\/span>five main components that contribute to a company’s reputation:<\/b><\/p>\n

    \n
  1. Quality<\/span><\/li>\n
  2. Financial performance<\/span><\/li>\n
  3. Customer service<\/span><\/li>\n
  4. Workplace culture and<\/span><\/li>\n
  5. Reputation of the CEO<\/span><\/li>\n<\/ol>\n
    \"\"<\/span><\/i>Source: Freepik<\/h6>\n
    \n

    “Reputation is responsible for the soft power and social license for for-profit and non-profit organizations to operate.” – <\/span><\/i>Tatiana Maia Lins – <\/b>Makemake Corporate Reputation Consultant<\/span><\/p>\n<\/blockquote>\n

    Online <\/span>reviews<\/span> or ratings<\/span><\/h1>\n

    Online reviews are one of the ways to measure a brand’s reputation.<\/b><\/p>\n

    When it comes to online reviews, 92% of business-to-business<\/span> (B2B) decision-makers are more likely to make a purchase after reading a trusted review, according to <\/span>Kristen McCabe – Consumer Reviews – B2B Sales and Marketing Report. G2 (2018)<\/span><\/a>.<\/span><\/p>\n

    Negative reviews directly affect sales and the ability to attract and retain talent.<\/b> It’s abundantly clear that brand perception and public sentiment impact the consumer decision-making process.<\/span><\/p>\n

    And not only. Negative online reviews also have a direct impact on a company’s bottom line, as 25% of a company’s market value can be related to its reputation, according to a <\/span>2015 survey by Deloitte<\/span><\/a>.<\/span><\/p>\n

    More than monitoring online reviews and responding to demands in the shortest time possible, it is crucial to apply <\/span>good practices to maintain brand health<\/b>.<\/span><\/p>\n

    Best practices for brand reputation management<\/span><\/h1>\n

    Brand reputation management is the art of keeping it positive.<\/b><\/p>\n

    No strategy can beat a bad, poor-quality product or service.<\/span><\/p>\n

    Assuming the product is good, <\/span>the golden rule for managing brand reputation is to always be aware and listen to people<\/b>.<\/span><\/p>\n

    Hootsuite<\/span><\/a> shares <\/span>important strategies to avoid damage when managing brand reputation<\/b>. These practices also help improve your online reputation.<\/span><\/p>\n

    Brand recognition<\/span><\/h3>\n

    Increase your brand recognition, with your aesthetic and voice.<\/span><\/p>\n

    Brand consistency<\/span><\/h3>\n

    Keep your brand consistent by providing an excellent and engaging product or service and content.<\/span><\/p>\n

    Social guidelines and crisis management plan<\/span><\/h3>\n

    Create social guidelines and a crisis management plan to know how to behave in the worst-case scenario.<\/span><\/p>\n

    Sense of community<\/span><\/h3>\n

    Contribute to your community by offering genuine value and cultivating connections.<\/span><\/p>\n

    Brand-aligned partnerships<\/span><\/h3>\n

    Approach partnerships with caution, making sure that the values of partner brands, influencers, or ambassadors are aligned with your brand values.<\/span><\/p>\n

    Social listening and brand monitoring<\/span><\/h3>\n

    Practice social listening by engaging with comments and reactions. To do this, monitor mentions of your brand and products, and also analyze the reputation of your competitors.<\/span><\/p>\n

    Social Listening<\/span><\/i> serves to gain relevant insights into:<\/span><\/p>\n

    Ogilvy Cannes study<\/span><\/a> points out that even today, nearly 75% of customers cite word-of-mouth marketing as a critical factor in their purchasing decisions.<\/span><\/p>\n