Do you want your company to be perceived as a strong brand by interested consumers? Authentic, trustful and captivating? Do you want to maintain a positive image not only today, but also tomorrow and the day after? Does your corporate brand need an image change or is going through a crisis? Do you want to open up a new market with the right brand identity, offer a high brand experience? Brand & Reputation Marketing is truly not a sure-fire success, but a clever interplay of potential, authenticity and transparency, communication, scalability and the right combination of brand values and customer needs. We generate demand for and care about your brand from your future loyal customers. We act now to ensure digital success tomorrow.
Intelligent brand management supports the decision-making process
Brands are perfect for us humans. We are animals with herd mentality, looking for orientation, someone who leads us through the jungle of products and service providers, some who shows us a direction. And that’s where brands come in. But: In this sense, a brand cannot be a mere sales machine. Today, the consumer is informed and his desire for transparency, credibility and authenticity must not be neglected. A good brand sells its own character and at the same time fulfills the needs of the consumer, well before the prospect contacts the brand. The market analysis company CEB determined that the consumers make almost 60% of the decisions in a buying process without contacting the seller or in advance of contacting them. That means: Good brand & reputation marketing takes place primarily during the decision-making process, intuitively. Good brand & reputation marketing does not sell, but helps the consumer to make a decision at all. So forget about traffic, leads and sales, or better: don’t focus on these key figures and concentrate on being a provider of decision-relevant content.
Leading brand & reputation to success with an analytical approach?
Brands, opinions, trust, credibility: you can attribute certain characteristics to these terms that distinguish them, but in the end they are very subjective feelings. Brands are a very emotional topic – and brands and their messages are conveyed with a lot of emotion. At first glance, an analytical approach to brand & reputation marketing seems completely opposite. At first glance! Emotions are good, but in order to create brand awareness and positive brand values, you shouldn’t listen to your gut feeling. Do not believe, try and hope for the best. It is better to know, plan and do, and actually recognize the change. And what emotions a brand has to serve specifically, To meet the attention of the target group and the needs of the consumers, the hard facts show. Facts and figures of a detailed analysis of Brand & Reputation shows the direction that promises the best potential. Without a strategy, a goal remains just a dream and burns too many resources. So yes, we will lead you to digital success with our analytical approach!
Branding in online marketing: why the digital brand is so important!
- Well-saturated markets & many substitution products that are just a few clicks away: How unique is your brand in your market segment? There are probably numerous other providers of the products or services that make it difficult for your company to stand apart. Unfortunately, but in fact there are only a few niche markets that still offer growth potential and offer hardly substitutable products and services. You have to clearly emphasize your uniqueness in order to be noticed by the public and especially by your target group. Brand & Reputation Marketing creates a sustainably strong image that binds consumers in the long term.
- Digital “keyholes” like Google & Facebook determine web relevance: For search engines like Google, the saying “What you can’t find here doesn’t exist on the Internet” has long been valid . And Facebook is also increasingly establishing itself as a gatekeeper for brands, content and products. Both Google and Facebook, as well as other relevant search engines and platforms, rely on digital authorities that are widely networked and popular, among other things. Google evaluates an authority among other things on the traffic, the bounce rate, the backlinks and the visibility in the social web. A strong brand also influences search engine optimization.
Building a digital brand & online reputation is an intelligent concept of content marketing , social media marketing , search engine optimization , usability optimization and other disciplines of online marketing. And these in turn contain many, scalable set of screws that need to be tightened.
Strengthen brand & reputation with AvR: What we do for you!
- Meaningful, individual concepts
We highly value the dynamics of the online world, which makes it exciting every day and at the same time offers endless opportunities to be successful. Nobody can guarantee that you will experience the same success as another company. But you can experience your success with your own digital strategy, doing what’s most effective for your business and brand. We work with you to develop a concept that combines your target and budget ideas, market potential and customer needs, and is therefore sensible and effective.
- Precise measurement of success
The beauty of digital marketing is the scalability of measures and campaigns. This also applies to brand & reputation marketing, the effects and success of which can be measured. Possible key figures for measuring branding effects are traffic to special brand keywords, leads and sales, as well as the click-through rate, the number of mentions in social networks. It is important not only to look at the quantity, but above all at the quality, because after all, a positive image is desired. We set up appropriate analysis tools, set up the metrics and monitor your brand on the web.
- Holistic view
Branding and online reputation are accompanied by content, social media marketing, public relations, search engine optimization and instruments of performance marketing. Conversely, the digital brand in turn influences social media, search engine rankings, customer loyalty and other relevant areas that contribute to the general corporate goal of “sales”. The disciplines of online marketing are closely linked and partly influence each other. Thinking in individual drawers is therefore not our approach. We pay attention to a holistic strategy to make your company more successful overall.
- Versatile know-how
Only those who make the right decisions and persistently pursue their goals are successful. With us you benefit from a wealth of experience and authentic specialist knowledge to cleverly distribute and use budgets and other resources.
Overview of brand & reputation services:
- Brand marketing
Our brand & reputation services in detail
With the help of authentic, emotional messages, certain associations and logos, a brand is built that is intended to retain customers in the long term. Loyal customers are convinced of a brand, its quality and properties, so that they decide in the long term to consume this brand (brand loyalty). Brand marketing does not necessarily have to concentrate on building a new brand, but basically means strengthening a brand on the Internet.
Successful brand marketing has to meet and implement various requirements, but above all it is based on the right story that is linked to the brand. In the best case, this story gets stuck in the minds of the target group and arouses a certain emotion that triggers an action (e.g. a booking, an inquiry, a purchase). Various marketing measures increase reach and attention. A positive image is continuously built up that is credible, transparent and authentic. The brand experience that users experience on the Internet should coincide with the brand image and experience in the offline world.
Brand marketing needs reach, so companies today should be present on different channels. Brand marketing is possible via search engine optimization, SEA, content marketing, via social networks and blogs as well as affiliate marketing. Touchpoints with the target group can be created in various forms in order to create the most diverse brand experience possible.
Whether you want to establish a new brand or reposition an existing brand: The image is a sensitive construct, it is difficult to gain trust, but it is easy to lose. Therefore, rely on professional support in brand consulting, development of brand positions and strategic implementation of sensible measures.
ORM (online reputation management)
Criticism and negative news can become a real crisis for a person, brand or company in such an important information medium as the Internet. If the user doesn’t like what he reads in the search engine results, for example, he can switch to the competition with just a few clicks. Online reputation management – ORM for short – combines the continuous monitoring of a brand in various channels, the strengthening of a positive reputation and the timely averting of devastating crises with negative reporting or criticism on the social web. What does that mean in concrete terms?
- We analyze the current mood about your company: where is the criticism and praise? How do opinions differ qualitatively and quantitatively? Where are the potentials and where are the risks?
- We compile the results in a report from which clear recommendations for action can be derived. Based on this, we develop a strategy to strengthen the positive content about your company and react constructively and promptly to the negative opinions.
- We manage the various measures that should lead to a positive image. We select publishers and partners to give you a high reach and positive attention.
- We deal with the criticism, because under certain circumstances you may be entitled to the removal of comments or opinions that damage the reputation. Not every negative statement falls under the right of freedom of expression and not every criticism is justified. Here you should take advantage of your (legal) options. Please note: Our advice on online reputation management is not legal advice.
- We advise you on other ways to strengthen your digital business profile, build positive content and strengthen a good reputation. This is possible through search engine optimization, social media marketing and content marketing.