"Everything used to be simpler." That flyer doesn't always hold true, but sometimes there is quite a bit of truth in it. For example, when it comes to your brand identity and the things attached to it, such as your reputation and the perception of your brand. Rewind a hundred years. You're that grocer on the corner. Everyone knows what you do and what you stand for. Your customers know where to find you and know exactly what to expect and what not to expect. Your customers are satisfied. Occasionally, someone on the street might shout something about your business that's not quite right, but your sides know better. Enter 2024. Your brand is an online oil slick. Website, X, Facebook, Insta, Pinterest, Google reviews, Trustpilot, you name it. Nice that the whole world can talk about your brand, but how can you guard your brand in the digital age?

Online reputation management has become a thing

Online, things are easy and fast. That has a lot of advantages, but it can also have disadvantages. For example, when statements about your brand appear that you don't agree with. That will happen sooner or later. It happens to every brand. The question is: what are you going to do about it? Whatever you do: don't be fooled. You can never fully control what is and is not said about you on the Web and socials. That said, it is important to keep an eye on.

Online reputation management has simply become a thing. Whether it's gratefully replying to a great review or politely responding to (unjustified) criticism: for the appearance of your brand, it's good to be active. It shows that you are on top of things and take both your customers/target group and reputation seriously.

Sending and receiving

Are you expressing yourself online? Then you can expect interaction. It's as simple as that. Especially when you are active on social platforms, it is a game of send and receive. Social media can be a fantastic extension of your brand and an effective tool for your online marketing, but consider carefully whether and how you want to use it. If you take the step, you will immediately get to know the (a)social aspect of social media: people react to your statements, air their opinion or want to enter into dialogue. Just sending but never responding can be killing for your image.

Image - Always try to communicate with your target audience in a way that suits your brand.

Dealing with negativity

Even the best and most beloved brands face online negativity. People use the Internet to vent their frustrations or write bad reviews out of spite. How you respond can determine your brand perception among those you reach with your responses. Never lose sight of your brand identity here. A great example of this is a brand like Bol.com. Bol.com stands for convenience, has a finger on the pulse and has traditionally been known as a tad playful in its marketing. That brand identity is also reflected in the way they respond to users. Criticism and negativity are handled nicely, but with a fat quip here and there. It works because it fits their identity.

It is important to remain authentic. Many brands have tried to follow Bol.com's example, but this does not always work, simply because it does not always fit the brand identity. A frustrated traveler is not waiting for NS to make fun of a delay that causes people to be late for work.

Guarding your brand? Stay authentic

Following on from the previous paragraph: stay authentic. Your brand is your brand. This is what you consciously chose, this is what you worked on carefully and you believe in it. Therefore - especially online - stay close to yourself. You don't have to be surprising, you don't have to try crazy things to stand out. You know who you are and what your message is: your target group also knows this or needs to know this even better. So stay focused on your core message and always use your corporate identity and your own tone of voice. If you don't, you run the risk of your brand identity crumbling while you should be guarding your brand. Your online presence should strengthen your brand instead of creating confusion.

Consistency is incredibly important

So far, I have always talked about some form of interaction with your audience, but everything starts with how you present yourself. Guarding your brand in the digital age requires a good, well thought-out digital strategy. This is one of the reasons why we always include a comprehensive and detailed brand manual in our brand strategy sessions.

When you are going to present your brand on your website, for example in blogs or with content marketing, and on social platforms, consistency is incredibly important. How can you ever guard your brand and powerfully express your brand identity if there is no unity in your expressions in various places? From your use of images to your tone of voice and the way you interact with your target audience: make sure you have one line. This way you create clarity and contribute to strengthening your brand.

Image - Stay close to your own brand identity.

The power of association

A smart way to express your brand identity even better online is to associate yourself with other brands and parties that match you. In this way, you not only show what you stand for; your brand identity is also reinforced by the influence of others. A brand like Greenpeace is likely to happily interact on socials with someone like Greta Thunberg or an initiative like The Ocean Cleanup. There is a natural match and an overlap in target audience. In this way, you really communicate what you stand for and you also increase your reach.

The power of data

Last but not least, you have a wealth of data at your disposal. Do something with it! Use analytical tools to find out how people like your brand, what people are saying and how they interact. Perhaps more importantly, survey your target audience. It is very easy to conduct polls or small surveys. This way you can easily find out if your brand identity is actually in line with the perception of your target audience.

Want to know more?

Want to know more about how to best put your brand on the map? Then contact us, because we would love to help you! Our team looks forward to meeting you, identifying your needs and translating them into a great brand strategy. Make an appointment right here. See you soon!