Decoding a corporate reputation strategy

[Purvi Dalvi]

Over the years, there have been innumerable brands in the market. However, only a few have survived and become successful. If you look at the case studies of these brands, you will realise most of them have become successful, given their solid reputation. Hence, if you aspire to become a market leader, invest in your brand’s reputation.

Building corporate reputation is a process. It takes several years to build a solid reputation. Hiring experts and having a strategy in mind is necessary to build a good brand reputation. Every brand is different. Therefore, their reputation-building strategies will also be different. However, following a few common pointers that every corporate reputation-building strategy includes:

Reputation measurement

Everything requires a starting point. The reputation management consultants first determine where you stand in terms of reputation. They use both qualitative and quantitative methods to gauge your current reputation status. Based on their measurements, they create a suitable plan of action.

The reputation management consultants measure your reputation status from time to time. This will enable them to make necessary modifications to the corporate management strategy to build a good reputation.

Stakeholder segmentation

Stakeholders play a significant role in any company. Typically, they belong to different walks of life. Managing each stakeholder is crucial. Hence, your corporate reputation strategy should focus on stakeholder segmentation. Segmentation helps you keep all your stakeholders satisfied. This, in turn, benefits your company’s operations and reputation.

Corporate messaging

Corporate messaging is a vast concept. It includes communicating with your stakeholders, employees, customers, and the public. You may have sat through several company meetings or come across memos simply beating around the bush. It could also be possible the communication is misunderstood, and your company’s reputation is put on trial.

Corporate messaging refers to smartly planning out your company’s communications. You note down the message you wish to deliver, and the reputation management professionals help you articulate it in the best possible manner. Furthermore, they plan the right time and medium for communication. This ensures that your message creates the desired impact.

Influence and influencer mapping

Influence and influencer mapping is one of the latest additions to managing corporate reputation. Every brand requires support to survive and grow. Influence and influencer mapping help you obtain the necessary support.

Reputation management professionals identify the most apt influencers for your brand. They reach out to them with an incredible pitch. Your brand reputation steadily grows with the influencers coming on board.

Crisis communication

Nothing can bring down your company’s sales more than a damaged or tarnished reputation. Hence, your corporate reputation strategy must cover crisis communication. Preparing a crisis communication plan equips you to address the crisis without panic. It also lets you protect your brand reputation. So, prepare a crisis communication plan for every possible crisis.