Managing your brand is critical to the success of your business. I’ve discussed that in some of my earlier blogs. Since then there’s one question I’ve been asked repeatedly – “If I don’t manage my brand, how does it happen?”
While there are several possible answers to that question, probably the best is the combined impressions left about you and your business on any number of review sites. You know the ones I’m talking about. I’m sure you’ve even used them yourself. And why not? They are a convenient source for information on brands, businesses, and products you are unfamiliar with. Impressions are usually measured by a series of stars. Clearly, more stars are a positive indicator. If your business happens to have them, then thank your lucky stars. If not, that could be a problem.
Are the online reviews reliable? It doesn’t matter. It’s not the point. The point is the absence of a solid, defined; well-managed brand makes online reviews believable. That could create a potentially damaging negative perception of your business. A 2017 survey by the SEO research firm Bright Local found that “85% of consumers trust online reviews as much as personal recommendations”. That’s a compelling statistic. Without a strong brand at the center of your organization defining market perceptions, online reviews can have a lasting effect (by default) on everything from sales to vendor pricing to attracting employees.
With over three decades of experience defining, building and managing brands, our all-star team welcomes the opportunity to speak with you about how to best manage your brand.
Gene J. Simonetti, MBA
Chief Business Strategist / Senior Creative Manager