Currently, we hear a lot about data in marketing: some, such as conversion rates, leads, and the number of visitors, can be represented in numbers, meaning they are quantifiable (or quantitative). When we set a numerical goal for these data points, we are establishing a KPI, an indicator that makes marketing success measurable and serves as a guide for data-driven decision-making.
However, there are many other equally important components necessary for building and maintaining a strong brand that cannot be easily measured.
Today we present you with 3 of these complicated-to-measure elements in order to achieve or maintain a good business image:
AUTHENTICITY
It is essential that a company presents a credible and reliable image today. And considering the current communication landscape, where information (and misinformation) is at hand, even more so. Especially young generations are demanding a high level of authenticity and transparency from companies.
A common thread is required: this means that advertising messages, collaborations, corporate philosophy, and the appearance of employees should not contradict each other to avoid endangering credibility and therefore, the image of your company.
Therefore, it is important to establish a clear line of communication and image in manuals, as well as to conduct thorough research when choosing partners, brand ambassadors, personnel, and public relations.
Due to the need for greater authenticity and the growing area of responsibility, more and more companies are hiring so-called brand managers who professionally dedicate themselves to the image of each commercial brand of your company.
PARTICIPATION AND SOCIAL COMMITMENT
The desire for justice, sustainability, and animal protection, among other causes, is increasing. We see this especially among younger generations, who show their indignation at injustice on their social media profiles. This also influences their consumer behavior. Many potential customers today expect or demand a political stance, more environmentally respectful decisions, and even commitment beyond what is strictly necessary from a company. We can no longer limit ourselves to producing and selling.
Older and more traditional companies often struggle to cope with such a change, although active reflection on the company's history, possible innovations, and changes is especially important now, as tradition alone no longer constitutes a solid image.
This is why companies are expected to position themselves and commit themselves, whether through donations, their messages, product readjustments, events, or petitions. It is no longer enough to not bother anyone and go unnoticed.
CLOSENESS AND TRANSPARENCY
Companies must be approachable, easy to contact, accessible, and preferably represented where customers are located. This can be done through social media, your website, or even with your presence at public events such as fairs or events.
Customers want to communicate with real people behind the company accounts and in stores, and feel that they are being taken into account.
Good community management, i.e., taking care of customers on websites and social media, is especially important at this point. That concept we hear so often of "creating a community."
Things like handwritten thank-you cards in a package or personal messages on Instagram are particularly positive today, as actions like these remove anonymity between companies and their customers.
It is also important for a company's image to handle mistakes correctly. What used to be kept secret or resolved with an official statement should now be communicated honestly and with a willingness to change, if possible.
There are many companies that cross the line and even go further, with acts like making fun of themselves. If you do it respectfully and without offending your audience, it will be very well received by customers.
CONCLUSION
To gain loyal customers, it is no longer enough to rely on easily measurable KPIs, but also requires a lot of image work behind the scenes to be able to stay long-term as a successful company. The intangibles must be worked on.
Therefore, image care is an important step for business.
Deja una respuesta