It might be a great lyric for a song but when it comes to effectively managing the reputation of a brand saying nothing at all really can do more damage than good.
Don’t let your brand become your best kept secret
There are few feelings that beat getting excited by the achievements of a business, and eleven years on that hasn’t changed for us.
It’s not just about sharing our success as we expand and welcome new members to the team or celebrate our recent relocation back to Wakefield city centre, it’s also the updates we get to write and distribute for our clients too.
Sharing stories, building the profile of a brand, creating copy and content that captures the culture and personality of a business all deliver positive results, but it’s essential that messaging is aligned with behaviour.
Saying one thing and doing another will lead to mistrust and fake news.
Using PR and marketing communications to share the right messages, at the right time and in the right place gives an audience the information they need to make an informed decision. It’s no longer good enough to rely on the products and services that you sell, it’s about the approach you take and reinforcing values.
The conversation is happening without you
When you don’t share any news or insights as a business it doesn’t mean that the conversation isn’t going on without you. The truth is that whether you are engaged or not, people will talk. Social media and online forums give global audiences a platform to share their thoughts every minute of every day – literally.
Monitoring these conversations to make sure the comments made about your brand and business are correct and factual is as important as watching your cashflow. Ignoring references that are made online does not mean they will go away, often it can lead to the opposite.
No one is saying that you have to review every social media channel all of the time but checking what is being said is good practice and will keep you abreast of customer comments and complaints.
Building an employer brand
Some companies believe that informing the market that you have the best talent will lead to them being contacted by competitors. Firstly, someone can only be poached if they want to be and secondly, try harder to keep them.
Create a culture that attracts candidates and makes them want to work for you and to stay longer-term. Reinforcing how good your workforce is and giving employees credit where it is due is no bad thing and creates a positive atmosphere.
As LinkedIn becomes increasingly popular, remember that your employees can and will use this platform to share their success and achievements. Being an employer that embraces this, liking or reposting these comments, will set an example for others.
In the same way that employees share their success and achievements online, it is important that you remember that others will see this too. Attracting talent is just as important as nurturing those that already work for you, so do both.
I’ve never been one to conform to the belief that if you keep quiet then you can be confident that your closely guarded secrets will remain a mystery. Let’s be honest, in most industries people move within the sector and with that comes the harsh reality that some things simply won’t remain under wraps forever.
As such, it’s worth identifying those things that really are secret and should remain that way and others that don’t really require a trip to the legal team for an NDA!
Make the most from your story
We live in a society whereby we are constantly inundated with marketing messages and it’s often the case that the only differentiation between brands is the story that sits behind why a business was launched and how it got to where it is today.
Use your story to appeal to a wider audience and to attract the right customers. Some businesses get this wrong, but many get it right and their success, in part, is as a result of their carefully curated content and images that reflect their brand.
Put some time into deciding how you want to come across to others and invest in the resource you need to make it happen. Even if you aren’t sure, the benefit of PR is that you can test and measure, but give it time, Rome wasn’t built in a day and neither way a globally recognised brand.