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The importance and power of a positive Business image can’t be understated or underestimated.  This is how the world, and your customers, see you, and relate to you or not.  

No matter if you are a corporation giant or family small Business corner store, it's important to show what you stand for and what you stand by. Your Business principles, core values, and goals.  Your public image should be reflective of your Business.

Why it's important to build a strong brand image and identity

• A strong brand identity helps raise awareness about your services and products to customers and potential prospects. 
• Creating a positive Business image is vital as public perception helps build a customer following.
• Your corporate identity, brand reputation, and how you are perceived by your customers, potential clients and community are critical to your success. 

And in a time of economic challenges, and market uncertainty consumers are looking for Businesses they can trust, believe in and respect. 

Customers want a feeling of stability and security during these turbulent times. 

In this environment, your brand IMAGE is crucial to building loyalty, positive relationships, relationships that see customers coming through your door and returning for more! Your words and actions need to resonate with your customers and deliver what you promise. Personal and Business credibility is key to your success.

The alternative, as we often see, is damaged reputations due to various misadventures that have customers abandoning you.

How to Build a Strong Brand Image 

Follow these steps: 

• Identify and Know your Audience: Your target audience, know who they are, their likes, wants and needs. This is vital to capture market share.
• Define your value proposition: What do you offer and how does that best serve your customers. For example, this may be about creating an experience for customers, regardless of price point, creating an engaging experience that turns them into your best advocates.
• Develop your Brand vision: this articulates a description for the brand, supports your Business strategy, and differentiates you from competitors.
• Find your Brand Essence: What does your brand represent and stand for. What is the flavour,  tone, and ‘personality’ of your brand. This will help separate you from the rest.
• Create your visual Identity: Develop, create your logo, slogan and key messaging that allows your target audience to easily recognise you over your competitors. Ensure all these are well designed with wording and visuals of the highest quality and standard. Keep them up to date.

The Impact of a Damaged Business Image: Why it Matters 

Bad brand image can harm and totally destroy your Business reputation.

Negative headlines, word of mouth or online reviews all can and do impact on sales and the Business future. Your credibility goes out the window, and with lost market share and lower sales so to do your profits! There have been many recent examples where Businesses and Leaders hit the headlines and are now in damage control mode.

Positive brand image matters because it fosters customer loyalty, subtle persuasion, that underpins continued support and return business. This is the essence of a credible and successful Business!

Strategies to Repair and Rebuild Your Brands Reputation 

The causes of Brand, reputational damage, the list is long, including customer complaints, product recalls, staff/ Executive behaviour, sale of inferior products or unfair practices. The key to recovery is to address the problems and issues.

Begin by responding, don’t ignore ‘negative, bad’ publicity 

• Communicate with customers, complainants
• Apologise with sincerity

• Fix the problem

Next, take steps to Rebuild your Reputation 

• Start by changing the conversation through your words and actions 
• Develop a Recovery Plan
• Publish positive content

• Monitor feedback
• Engage openly, honestly and timely

Recovery Strategies and Steps: 

Reputation Repair: 

• Identify, evaluate and address the root cause of the damage. Then action the solutions to remedy and fix the problem.

Crisis Communication Plan:  

• Develop a strategy, implementing transparent communication and active listening with customers. Apologise if needed. Importantly, with sincerity!

Customer Engagement strategy:

• Showcase positive changes and improvements within your business

• Use various media sources to spread the word, including social media to rebuild trust and credibility

Brand Storytelling: 

• Change the conversation to positive through responsible behaviours, words and actions.
• Cultivate a strong company culture that aligns with your brand values
• Showcase positive testimonials and success stories from satisfied customers or clients.

• Incorporate philanthropy or social responsibility initiatives into your business practices.

Develop a united Team: 

• Provide staff training to develop a bonded Team and positive image. It’s vital to have a united front and voices.  

The Road to Recovery: 

• Consistency is key to rebuilding and maintaining a positive Business image for the future. Smart Businesses develop Strategies designed to address reputation maintenance, sustainability in branding and image preservation. It‘s about creating, building and maintaining a strong and reputable brand image.

Smart Businesses embrace the power of a Strong Business Image for success!