Brand and reputation are sometimes mistaken for being the same thing. It’s understandable, given how a change in one could have a similar effect in the other. Companies want to build their brands to help establish brand equity and awareness, which in turn creates interest from stakeholders and builds a positive reputation.
It goes the other way too. Take Chipotle, for example: they had one of the strongest brands in the US with their pitch for locally-sourced “food with integrity”, before their E. Coli contamination issues challenged the public’s perception of them. As a result, their reputation suffered amidst of stakeholder dismay and a criminal investigation.
The difference to note between a brand and a reputation is that brands are “customer-centric”; the customer’s perception of the company determines brand strength. Reputation is “company-centric”; it’s built around corporate actions and stakeholder interest. Ideally, every company is going to want to have their brand and reputation benefit from each other, but if one starts to falter, the other could follow suit.
Here are some practices that can be achieved with Flight to help uphold both your brand and reputation management:
1) Ensure brand consistency
Brand consistency is crucial for managing perceptions, preventing confusion, and conveying the correct attitude. Content management and brand consistency go hand-in-hand since having file type organizing, tagging, and approval processes are all essential for brand standards guidelines.
2) Stay visible
Establishing visibility is necessary for building reputation. A DAM that can efficiently manage a constant output of material will help populate your product in the industry, and provide plenty of information to help support it.
3) Evaluate constantly
Running analytic evaluations helps to gauge a team’s production and success, and it also paints a picture to share with stakeholders. Having a DAM system that can generate reports can help you determine if your company is heading in the right direction, or if it needs to make changes.
4) If it’s broken, fix it fast!
When a company knows its brand and reputation are suffering, they need to prioritize the repair job. To pick on Chipotle again: they’re going through big measures to ensure they change their food safety practices.
Implementing good practices and systems that enhance efficiency and increase productivity will help your company’s brand and reputation survive. Many companies state that they could benefit from being more efficient with their assets, which is exactly what Flight helps teams do.