Brand & Reputation Management
“Safeguarding reputation is even more critical today because companies have developed successful ways to make reputation risk management part of their overall risk management,” Ellen Hexter -Director, The Conference Board
“Google is not a search engine. Google is a reputation management system. And that’s one of the most powerful reasons so many CEOs have become transparent: Online, your rep is quantifiable, findable, and totally unavoidable… once you know the new rules, you can use it to control your image in ways you never could before.”
“In today’s wired world, the new rules of brand and reputation are created online. Social media and the technological evolution of instant communication has enabled every mind within reach of a keyboard the ability to digitally endorse or destroy what people know about you. Real world reputation created over years of established relations can now be devastated with a single keystroke. “ Clive Thompson Wired Magazine
CLS focuses on strategies needed to protect your business online. Reputational and brand benefits can cover individual professionals, executives teams, business units, or corporate brands. For companies who have failed in this, costs are enormous and are not limited to sales or marketing activities. Often there are significant burdens to HR, Operations, and Legal as well. For insurance and long term positive effects, a strategic BRM program is critical. Our services include:
- Brand and Reputation Analysis – benchmarking opportunities and risks
- Corporate and Personal Brand Campaign Consulting
- Pre-Emptive tactics and ongoing monitoring and maintenance
- Market Intelligence – Digital (MI-D)
As a digital asset, reputation has evolved to include a vast number of online resources that can highlight beneficial and newsworthy information, while insulating your audience from negative detractors to your professional standing. The stronger the reputational foundation is to start, the easier it is to cultivate and defend a professional reputational when negative instances occur. Reputation starts with perception. The knowledge of who you are, where you come from, who you do business with, and how you handle previous interactions control the split-second decision to establish and build trust. In the age of Google and instant information gratification, we have a fraction of a second to establish, earn, build, maintain, and protect our reputation before the perception of the audience makes this decision. This is critical single moment.
For individuals: a reputation is created by an inspired professional, detailing an ability to execute strategic business decisions, display a talent for a niche, and noting critical situations that were expertly handled.
For businesses: a reputation is perceived by the parts of all the individuals that create it, the attitude of the team from top to bottom, the ability to manage financial changes, market shifts, product issues, workforce evolutions, corporate responsibility, social culture, and the ethics of the leadership.
Online reputation management requires an educated and strategic plan that uses established brand points to nurture positive and like-minded growth. Proper reputation management leverages multiple communication channels to insulate professionals and companies from sudden crisis spikes or unrelated industry changes, while also examining root causes of both positive and negative issues.
Significant changes appear when you examine how social media information (often referred to as user generated content or online conversation) begins to interact with how individuals find your information online, driving substantial changes to existing marketing, public relations, and reputation/brand equity assets.
CLS Brand Management Reputation expertise comes from years of experience in public relations merged with online technologies. We have been hired by companies, executives, and social notables to produce strategic and tactical insurance that maintains online brand equity – at corporate and personal levels. For proprietary reasons we cannot discuss methods publically, however staff members have developed expert techniques and spend many hours every day keeping up with latest technologies and potentially exploitative trends.
