What makes the image of a company? It’s not your products, your employees or your business practices, but the idea that is created in your customers’ mind when they think about your business. Sure, all of the three factors listed in the previous sentence do their best to contribute to this image, yet, they aren’t capable of handling all the work on their own. With this in mind and without further ado, here are five steps to improve your corporate image in a gradual and organic way.
Figure out what kind of message you want to send
Before you even start working on the reputation of your business, you first need to figure out what kind of message you actually want to send. Ask yourself one question: “What is the first thing people should think of when they see our logo or hear the name of our brand?” Once you have this figured out, it is much easier discerning which steps you should take in order to get there.
Get some endorsements
The next thing you need is endorsement in as many forms as you can get. When it comes to B2B interactions, ask your clients if it’s ok for you to display their brand on your homepage as one of your clients. In this way, you are partially using a piece of their reputation to endorse your own. As for your B2C deals, you shouldn’t be too timid to ask satisfied clients to leave a comment you can use as a testimonial or even urge them to give you a positive review on a platform such as Yelp. Either way, this form of social proof should never be underestimated.
When it comes to your niche, your industry and overall, issues that are relevant to your business, you need to take a stand and be as consistent as possible. Although this doesn’t mean that you should never admit when you’re wrong, in order to create an aura of someone trustworthy and reliable, you need to set some corporate values you won’t be willing to give up on no matter what. The best two ways to display these values are through your customer relations and through your content marketing.
Most importantly, when it comes to dealing with your clients, you have to be as honest as possible. Basically, this means that you have to be transparent in your pricing and that you need to learn how to say no. When it comes to the first practice, a lot of companies deliberately mislead their customers by deducting taxes and the cost of shipment before displaying an item on the e-store. As for the latter, a lot of people believe that it’s bad practice to turn down business offers, however, it can be even worse to accept more work than you can handle.
Focus on your employees
Finally, boosting the reputation and the image of your business is not something you do exclusively in order to attract clients and customer. In fact, employee retention can be just as important, seeing as how losing a star member of your staff results in a direct productivity dive. Most companies nowadays avoid the employee of the month practice, mostly due to the fact that it singles out an individual instead of allowing several people to bear the honor. Instead, you might want to consider commending every member of your staff who performed admirably and even have corporate awards made in order to make this official.
By handling these five steps appropriately you will improve your company’s reputation amongst partners, investors, competitors and even your own staff. Most importantly, you will create an image your clients can trust. Overall, there isn’t much active work you have to do in order to get there, but it is a never-ending task. In other words, improving the reputation of your business is a marathon and not a race, which means that those looking for quick, one-size-fits-all solutions might not find too much success in this area.