Reputation Management: 6 Ways to Look Good in an Industry with a Bad Reputation

Originally posted on LinkedIn

In the wake of the latest round of NFL player scandals, marketers are reminded that no matter how good a brand’s reputation is, it doesn’t take much to dismantle.

Just one or two bad apples – in a business or an industry – can make everyone look bad. Here are six ways to improve and protect your brand’s reputation management, even if you’re in an industry with a bad reputation.

Gallup just released data showing Americans’ Views of Business and Industry Sectors for 2014. Businesses in industries that enjoy fairly favorable brand perceptions in the view of US consumers don’t have to worry nearly as much about overcoming negative stereotypes. However, for businesses in industries whose images have been tarnished by a few bad players, it might be necessary to do some brand-repair, even if the poor industry perceptions were caused by someone else.

Atop the list of Gallup’s most favorably viewed industries is the restaurant industry; here’s a closer look at the top 10 when it comes to US consumers industry perception (the list below shows the percentage of Gallup poll respondents who viewed that particular industry favorably):

• 67% Restaurant Industry
• 66% Computer Industry
• 60% Farming and Agriculture Industry
• 55% Grocery Industry
• 53% Retail Industry
• 49% Travel Industry
• 49% Internet Industry
• 48% Automobile Industry
• 48% Education Industry
• 46% Sports Industry

When it comes to the ten least favorably viewed industries, the US Federal Government tops the list. While that may not be particularly surprising, you may be interested at some of the other industries singled out on this list. If your business falls within one of these industries with bad reputations, a little reputation management strategy tweak might be just the thing!  (The list below shows the percentage of Gallup poll respondents who viewed that particular industry negatively):

• 59% Federal Government
• 56% Oil and Gas Industry
• 45% Healthcare Industry
• 40% Legal Industry
• 37% Electric and Gas Industry
• 36% Pharmaceutical Industry
• 34% Movie Industry
• 33% Education Industry
• 33% TV and Radio Industry
• 33% Advertising and PR Industry

While it might not be fair to paint all of the entities that find themselves within an industry that consumers tend to view negatively, it still may be necessary for a brand marketer to overcome negative brand perceptions in order to close sales and – ultimately – build a strong brand. While brand reputation management is not always easy, the stakes are too high to leave your brand image to chance!

Reputation Management: 6 Ways to Look Good in an Industry with a Bad Reputation

1. Clean house

Identify the specific problems or potentially negative brand perceptions that pertain to your industry and do an honest evaluation of whether or not they exist within your organization. Then eliminate them.

2. Take a stand

This week, NFL teams have been forced to examine their position on some serious – and even criminal – behaviors on the part of just a couple of players that occurred off the field. In the eyes of most of the public, this is not enough. They are asking NFL teams to take a stand.

Having identified the reasons why consumers may not be so hot on your industry, you, too, may find it necessary and helpful to take a public stand for (or against) those issues, even if you have already ensured that they are not present within your organization.

3. Open your operations up for scrutiny

For industries where there is inherent lack of consumer trust, transparency is essential. The more your business tells customers exactly what will (and will not) occur when they do business with you, and then fulfill those promises, the more trust you build.

And on the bright side, if customers expected something negative to occur as a result of doing business with you, but were happily surprised, they will probably be that much more likely to share their positive experiences with others, leave positive reviews for your business online and recommend your business to their friends, family, colleagues and others.

4. Ask for advice

You may be doing a lot of things right in your business, and yet still have room for improvement. Don’t be afraid to ask customers, employees, peers, mentors and others whether they see ways you can improve your brand’s reputation.

5. Guard your culture

Many business owners found their companies on solid values; but over time, and with expansion, organizational culture can be diluted. Be sure that you are hiring for fit and shared values as much (or even more) than for skills. You can teach skills; values? Not so easy.

6. Manage your reputation proactively

Social listening, Google searches and responding to negative reviews on Yelp, Google+ or social networks can all help you avoid any lingering bad publicity in the wake of a negative customer experience. Make sure that you set aside time to search for mentions of your business online so that you can manage your brand’s reputation like a boss!

Back to the topic of the NFL – anyone that knows me knows I’m a huge football fan. Last night I caught “The League of Exculpatory Gentlemen” on The Daily Show with Jon Stewart. If you appreciate satire, you’ll love this bit.

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Elizabeth Kraus is the marketing manager for business cash advance and receivables factoring company DB Squared Inc.

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