Nowadays, in the informational age, the reputation and image that’s attached to your brand can genuinely affect the health of your business. If that reputation comes under fire, for one reason or another, it can create a crisis of confidence that can change how your customers and target market see your brand entirely. As such, it’s important ot be aware of the risks out there, and what you can do to fight them should they arise.
Bad Reviews And Customer Complaints
Even a few negative reviews can have a surprisingly potent ripple effect on your business, especially if they appear on high-traffic platforms. However, the worst reputational damage that happens as a result of poor reviews isn’t from the reviews themselves, but how often businesses tend to fumble the response. Responding emotionally or not responding at all can reflect poorly on the business. Always reply calmly and professionally, showing empathy and willingness to improve and offer to resolve issues offline. A calm and collaborative approach tends to be best for communicating to your audience that you have a real intention to address the issue.
IP Infringement
Of course, your company can come under fire even if you’re doing everything right and there is no negativity actually aimed at you. Cases of IP infringement, such as counterfeit products or stolen brands being used by other entities or individuals, can endanger your whole business. When customers unknowingly purchase fakes, their bad experience is wrongly associated with your brand. To combat this, you have ot take steps to register your trademarks and copyrights, monitor online marketplaces closely, and take action as soon as any fakes make themselves visible with takedowns and legal action.
Lawsuits And Legal Disputes
Even lawsuits that are totally unfounded can create an atmosphere of doubt are your brand, due to how quickly media headlines and online rumors can spread. While it’s vital to work with your lawyer, make sure that your narrative is represented through a professional press release that affirms your stance, and the false nature of the allegations can help, as with the case of the lawsuit involving Alec Celestin and his actions on an online platform that is taking the heat as a result. Internally, communicate clearly with employees to keep morale stable.
Employee Misconduct
Your employees and their actions can greatly affect your brand, even when they’re not representing your business. There have been increasingly common cases of employees behaving inappropriately on social media, and the businesses getting blowback as a result. Prepare with clear internal policies on conduct, social media, and accountability. If a public issue arises, act quickly, investigating and acknowledging the incident while taking the appropriate corrective action. In the future, it may be important to inform employees about your expectations of their public conduct online and the potential consequences.
The nature of reputation damage can differ greatly depending on the nature of the controversy, whether it’s a legal issue or a customer relations misstep. Consider the tips above seriously when determining the best course of action to get people back on side with your brand.
