Traditionally, businesses both big and small, depended largely on word of mouth by their stakeholders and traditional advertising to establish, build and maintain their reputation. However, according to Hans Hanekom, CEO of Swartland Investments, things have changed dramatically:
“Today, with the influx of social media and other methods of instant communication, any business needs to be conscientiously attentive to building and maintaining their reputations at all times.”
He says that although the concept of reputation might be unquantifiable, having a good reputation can go a long way to benefiting a company in a number of different ways, including standing out as a consumer’s go-to brand, support for a company in times of crisis, and of course, setting out the future value of a company going forward.
The power of reputation
Jurie Hanekom, Chairman of Swartland, explains: “A reputation is a powerful thing. Swartland has been in the business or windows, doors and joinery since 1951, and over this time, it has managed to build a trusted and solid reputation based on best-in-market quality products, excellent service and unwavering business integrity. The company’s good reputation has helped tremendously over the years – when the economy is bullish, it has helped us to expand and grow, and when the market is in a slump, it has helped us to retain our market share and even open up new markets.”
Just like Swartland, if a business has a good reputation, consumers may have a preference for the company, even if there are similar products or services on the market. It can also enables a company to differentiate its products in an otherwise competitive space, which can be the deciding factor on whether a customer decides to patronise one business over another.
Says Jurie: “Research shows, for example, that due to an increased demand for more energy-efficient building products, Swartland has been able to distinguish itself as a window and door manufacture that boasts some of the most energy efficient products and manufacturing methods in its class. As such, our loyal customers are happy to pay a little more for our products, as they know that not only are they getting beautifully crafted and high-end quality products, but that they are also signing up for cradle-to-grave sustainability and energy efficiency throughout the products’ lifecycle.”
Element of a reputation
Another member of the Swartland, executive team, James Hanekom, CEO of Swartland Properties, says that there are 10 main components that make up and that can be used to measure a company’s reputation – these include the following elements pertaining to the business in question:
- Business ethics
- Employees and the workplace
- Financial performance
- Leadership and innovation
- Management and future vision
- Social responsibility
- Customer focus and commitment
- Quality and value
- Reliability and service
- Emotional appeal
Building a good reputation
James notes that a business’s reputation is something that evolves over time, but it also has to be carefully nurtured and encouraged to grow. He says that there are a number of different ways to grow a healthy and strong reputation in order to improve your market position and profitability – these include:
- Trust is key: In business, as in life, your word is your bond, says James: “The bottom line is that if you said you will do it, then you must follow through and keep your word – whether it is related to services, products or business dealings. For example, if you have made a claim that your products are eco-friendly, then you need to deliver on this and be able to back your claim up. Or if you have promised to pay your creditors on a certain date, then you need to follow through and ensure payment goes through timeously. Trust runs through the entire gambit of your business, and establishing trust will go a long way to helping you solidify and build credibility with your customers, business partners and your employees.”
- High-level responsiveness: Don’t leave people hanging, notes James: “Make sure that you and your staff all return calls and answer emails and queries as promptly as possible – this will communicate to your customers and business partners that they are important to you and your organisation.”
- Responsibility and resolution: Make sure that you take responsibility for anything that is your company’s fault and sort it out as quickly as you can, advises James: “Don’t ever lay the blame at the customer’s door – if there is something wrong with the product or the service they have received from you is anything but exceptional, then you need to acknowledge this and do whatever you can to rectify the problem. Remember that a distressed customer can become your most loyal ally if you make an effort to resolve their issues quickly and professionally. If left unresolved – they can become one of your worst enemies and do untold damage to your brand and reputation.”
- Value and service: Acknowledging and rewarding customers for their loyalty and paying attention to their individual preferences can make a really big difference in how your customers perceive you, says James: “If you manage to handle this well – a customer will move away from regarding you as a mere organisation, and become more familiar and friendly towards your company’s brand.”
- Take on technology: Make sure that you are at the top of your game when it comes to technology and innovation, as James says that this can be critical to being perceived as a competent and capable business: “Swartland’s revolutionary SpecNet for example, is a practical, easy-to-use web-based tool that supports professionals operating in the built environment by providing free downloadable ArchiCad objects, Revit families and product information for Swartland’s range of windows and doors – making specifying and accurate design a synch for architects, engineers and specifiers alike.”
- Communication and transparency: Your business’s reputation hinges on the way people perceive it, so make sure that all correspondence, whether it be letters, emails, voicemails or any other methods of communication are always professional, to the point and grammatically correct, explains James: “It is essential to use the correct spelling, syntax and grammar and to make sure that you leave the correct contact information at all times.”
- Give back: As a business, it is vital to see yourself as a part of the greater community, which is why corporate social responsibility is an essential arm of any business’s reputation, says James: “Give back to the community wherever possible, because at the end of the day, the strength of your community and your country as a whole is the foundation of the strength of your business.”
Brush Up On Your Personal Branding To Cement Your Success As An Entrepreneur
Check your life skills ratings in these three key everyday areas to see whether you need to pull back from the edge.
When you run your own business, you are the brand champion and the brand ambassador – in fact, you are the brand. That is why in all the turmoil of start-up or getting a new product launched, you need to spare a moment to step back.
Think about how you are presenting to the world the brand that is so precious to you and that means so much for your future. Your clients certainly want to know and even see evidence that you are deeply committed to your brand. But there is a fine line between living the brand and letting the brand take you over and cloud your better judgement.
This is where personal branding becomes as important as your innovative product solutions or your customer service excellence. Edgy entrepreneur is one thing – but clients might shy away if they think that you have stepped over the edge and are more involved in process than delivery.
Check your life skills ratings in these three key everyday areas to see whether you need to pull back from the edge:
- Time management: Despite traffic problems or transport schedules, getting this right is vital. If you do not make it on time to an initial meeting with a client, this will raise alarm bells. The client’s immediate thought is, “Can I trust this person’s word about delivering on time?” Time is money and not being on time could ultimately cost you money.
- Look the part: If you look tired, dishevelled or have poor hygiene, instead of giving you a high five for pulling an all-nighter trying to troubleshoot a new product, clients might simply think that you do not fit with their corporate culture. Ask yourself if you even fit with your own corporate culture? Is this the way you want to present your brand and your business to the world?
- Clear the decks: You might just get away with your office or workshop looking like a tip where only you know where to find something. But do not let that attitude spill over into the world outside.
That apparently friendly and innocent courtesy of being escorted to your car by your host when you leave the meeting could cover them checking you out. Many business people judge potential service providers or partners by their car – not the brand but what it looks like.
Is it covered in dust and badly in need of a wash? Is it full of the rubbish of several lunches on the road and a muddle of paperwork? It is likely that they will deduce that this is how you run your business and how you would run your business relationship with them. In other words, the state of your car might get you the thumbs up or put an end to what had been a promising negotiation.
You can be how you like, do what you want when you are off duty. But when you are on your own business’s time, you are your own brand and you need to live up to it if you want to make your mark.
5 Things You Can Do To ‘Humanise’ Your Brand
Face it: Consumers don’t automatically trust your brand or anyone else’s. Whaddaya gonna do?
Let’s face it, consumers don’t trust brands. Most people view companies like faceless enemies; they’re just out to make money; they’re just telling us what we want to hear. So, if your company wants to win over more customers, you’ve got to get them to trust you.
In fact, according to PwC’s Global Consumer Insights Survey 2018, more than one in three consumers surveyed ranked “trust in brand” among the top three factors, other than price, influencing their decision to shop at a particular retailer. How do you get consumers to trust your company? You do it by showing them the human side of your brand. That will inspire more trust from consumers and boost your conversions.
To form meaningful relationships with your audience, check out these five ways to humanise your brand.
Show off your funny bone
One easy way is to show off your funny bone. According to researchers from the Turku PET Centre, Oxford and Aalto universities, social laughter leads to an endorphin release in the brain and may promote the establishment of social bonds. So, if laughter can make us feel good and encourage connections between people, you should consider using it to get the same results for your business.
Not a comedian yourself? Don’t worry; you can share popular and funny content that already exists. It’s what Netflix does when the media giant shares funny images from its shows.
Showing your more playful side will help consumers see that you’re not just a business focused on selling a product; you’re a human who can put aside your seriousness and have some fun.
Put your team members in the spotlight
Letting consumers see the people behind the business is a powerful way to humanise your brand. If consumers are looking at just your logo all the time, they might not see your brand as human. So, put your team members in the spotlight.
Shoot some quality photos of your staff members and display them on your website and your social media platforms. You don’t need to hire a professional photographer; iPhones today can take some pretty stunning shots. You might even share your employee of the month and include a story about what makes that staffer so great. Seeing the amazing people “behind the curtain” will help consumers put a face to the brand name.
Share user-generated content
Sharing user-generated content works to humanise your brand in two ways: First, it’s exciting and flattering to the user who gets his or her photo featured on your website or social media feed. Second, it shows other consumers that you have great relationships with their peers and that those people already enjoy your products.
Instead of being asked to blindly trust a company’s claims, consumers will see real-life people falling in love with your products, which will promote trust in your brand. Example? Airbnb does user-generated content well by sharing with its followers the amazing experiences its customers are having around the world.
If you don’t have any user-generated content, ask your customers for it. Do this in an email marketing campaign; add it to your branded packages for shipping; or create a post on social media encouraging users to take a photo of/with your product and share it in combination with a unique, branded hashtag.
Tell authentic stories
Don’t spend all your time online just talking about how great your company is; humanise your brand by telling authentic stories. Sharing real stories about your failures, hardships and lessons that you’ve learned will help customers better relate and sympathise with you. According to Psychological Science, research suggests that shared pain may have positive social consequences; shared pain acts as a “social glue” to promote solidarity and togetherness between groups.
So, tell your target audience members stories that they can relate to, instead of simply presenting your brand as perfect. You could even share stories of your customers who previously struggled but then achieved success with help from your company/product. This will not only humanise your brand, but boost sales too.
Show appreciation for your customers
Letting your customers know that you care about and appreciate them is one of the best ways to humanise your brand. So, show appreciation for your best customers by sending them company swag or offering special discounts with a personalised message.
Buffer thanked one of its stand-out customers with not only company swag, but a personalised gift. I’m sure that those customers then became lifelong fans.
Not every company can afford to send out swag to all of their best customers, but sending a gift to just a few of your rockstar fans can go a long way. For a less costly strategy, show appreciation to new customers by simply sending a welcome/thank you email. Not only will such appreciation for your customers humanise your brand, it’ll turn those customers into brand ambassadors.
Over to you
Be prepared for your business to have a lot more die-hard customers. With these tips for humanising your brand, consumers will be able to connect with your business, relate to you on a deeper level and want to have a relationship with your company for the long term.
This article was originally posted here on Entrepreneur.com.
How A Strong Brand Protects Your Business
Brand enthusiasts are welcome to follow Kyle Rolfe’s latest thoughts on brand building in South Africa and his analysis on relevant global trends and issues via Twitter @kylerolfeSA.
It is all too easy for small businesses to become victims of intellectual property theft and seeing their products and services copied by unscrupulous competitors. A clear case in point is that of Woolworths, which was recently accused of copying a baby carrier made by Ubuntu Baba, having a cheaper version made in China and selling it as its own in-house product.
Woolworths eventually apologised and withdrew its product, after Cape Town entrepreneur Shannon McLaughlin exposed similarities between the retailer’s baby carrier and that made by her company, Ubuntu Baba.
Small business owners can protect themselves from having their products or services copied by developing a strong and unique brand.
Brand uniqueness and an authentically developed product will give you a level of protection in the market, as it will be more difficult for a competitor to copy your offering.
What small business owners should avoid is the “white label solution”. This is taking any product, even one manufactured overseas, and putting your own branding and packaging on it and reselling it as your own.
There is nothing stopping your competitor from sourcing that same product and putting their branding on it and selling it as their own. In this case, as a small business owner, you would have no recourse.
Ubuntu Baba’s unique brand and authentically developed product, designed and manufactured locally, is what helped the small business successfully take on a giant retailer like Woolworths. They didn’t simply take someone else’s product and rebrand it as their own, they actually designed and built their own product.
A unique brand and product will position you as more than just a reseller and will give you a certain level of strength and protection in the market. It allows clients to differentiate you from your competitors and can also positively affect their purchasing decisions, directly impacting your profitability.
Effective branding, that is well defined and distinct, will not only help build your reputation, but it will also make you stand out from the competition.
Ultimately, your brand is your business identity. It is the image that you show to your client, making it one of your company’s most valuable assets. Effective branding portrays a company’s values and attracts the right client.
A strong brand identity also has the benefit of making your company appear bigger and stronger than your competition and consumers are generally attracted to well-established companies. So, ask yourself whether your branding conveys professionalism, reliability and trust.
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