ReportWire

Tag: Brand Reputation

  • The Hidden Costs of a Product Recall | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    For entrepreneurs, few events are more damaging than a product recall. The immediate image is always financial: refunds, fines and settlements. But anyone who has been inside these cases knows the true cost runs far deeper. Recalls erode consumer trust, unravel years of brand building and expose systemic failures in leadership.

    I have seen firsthand how these crises unfold. In nearly every instance, the warning signs were there. Companies knew about risks. Employees raised concerns. Complaints trickled in. Yet leadership chose to wait, to monitor, to hope the problem would fade. It never does. When companies delay action, injuries multiply, lawsuits escalate, and reputations are permanently scarred.

    Related: Soar Above, Rather Than Survive, a Product Recall

    When delay turns deadly

    Consider Peloton. The company faced reports of injuries and even the tragic death of a child linked to its Tread+ treadmill. Instead of acting swiftly, Peloton resisted recalling the product. That decision led to one of the largest penalties in Consumer Product Safety Commission history. Peloton paid $19 million for failing to immediately report defects. The fine was only part of the story. The brand damage continues to ripple years later.

    Onewheel, the self-balancing electric skateboard, now faces lawsuits tied to sudden stopping issues that led to consumer deaths. The legal actions are only beginning, but the company’s reputation has already been drawn into headlines that focus on tragedy rather than innovation.

    Other cases may not grab as many headlines but still leave lasting scars. Ninja recalled hundreds of thousands of pressure cookers after reports of severe burns. Portable blenders were pulled from the market after blades came loose during operation. Werner ladders were recalled when they broke without warning. In every case, the cost of waiting outweighed the cost of acting early.

    Lawsuits are the beginning, not the end

    When a product injures a consumer, lawsuits arrive quickly. For many founders, that is the first moment they truly grasp the scale of the crisis. Litigation is costly, time-consuming and distracting, but lawsuits are not the end. They are the beginning.

    From my own work in product defect litigation, I have seen how one case rarely stands alone. A single injury multiplies into dozens of filings. What begins as an isolated incident can grow into a class action. Through discovery, internal safety reports, cost-cutting memos and ignored warnings come to light. That evidence does not just determine the verdict — it drives the headlines. The reputational damage is often far worse than the financial cost.

    Entrepreneurs must recognize that litigation is not just about settlements and legal fees. It is about the company’s culture being put on trial. Once a jury sees that safety took a back seat to profits, rebuilding consumer trust is nearly impossible.

    Related: Companies Often Choose Profits Over Consumer Safety — Here’s What It Takes to Hold Them Accountable

    The leadership failure behind every recall

    What connects these cases is not simply defective products. It is defective leadership.

    Too often, product safety is left to compliance teams or buried in operations. The CEO only steps in once the crisis explodes. By then, it is too late.

    The truth is simple. Product safety is a CEO-level issue. It belongs at the very top of the agenda. Decisions in the first hours and days after a safety concern emerges define the future of a company. Listening to engineers, taking consumer complaints seriously and acting quickly to protect customers are leadership choices. They are not legal technicalities.

    Entrepreneurs who understand this protect both their consumers and their companies. Those who treat safety as a secondary issue risk losing everything they have built.

    The hidden costs entrepreneurs miss

    Most founders understand the financial hit of a recall. Few recognize the long-term damage that follows.

    The hidden costs include the loss of consumer trust that cuts into lifetime customer value, the greater scrutiny from regulators and watchdog groups, higher insurance premiums, difficulty securing future coverage, the distraction of leadership who must focus on crisis management instead of growth and the brand damage that affects hiring, partnerships and investor confidence.

    These costs linger long after the settlement checks have been written. They erode the very foundation of a business.

    Why acting early saves businesses

    Entrepreneurs have one key advantage over larger corporations. They can move quickly. Without layers of bureaucracy, a founder can make bold decisions to protect consumers and preserve trust. Acting early may feel painful in the moment, but it prevents the cascading damage of lawsuits, headlines and regulatory intervention.

    The choice is not between acting and ignoring. The choice is between acting early when you have some control or acting later when you have none.

    Related: How to Avoid a Product Recall: Quality Control Essentials

    Protecting the future of the brand

    Every recall is ultimately a test of leadership. The companies that survive are those where CEOs accept responsibility and act decisively. The companies that fail are those where leaders delay, deflect or deny until the crisis consumes them.

    For entrepreneurs, the lesson is clear. Safety cannot be delegated away. It cannot be viewed as a legal technicality. It is a core leadership responsibility that protects both people and the future of the business.

    The real cost of a recall is not measured only in dollars. It is measured in trust lost, in reputations destroyed and in businesses that never recover. Entrepreneurs who understand this truth will treat safety not as a burden but as the foundation of lasting success.

    For entrepreneurs, few events are more damaging than a product recall. The immediate image is always financial: refunds, fines and settlements. But anyone who has been inside these cases knows the true cost runs far deeper. Recalls erode consumer trust, unravel years of brand building and expose systemic failures in leadership.

    I have seen firsthand how these crises unfold. In nearly every instance, the warning signs were there. Companies knew about risks. Employees raised concerns. Complaints trickled in. Yet leadership chose to wait, to monitor, to hope the problem would fade. It never does. When companies delay action, injuries multiply, lawsuits escalate, and reputations are permanently scarred.

    Related: Soar Above, Rather Than Survive, a Product Recall

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    Donald Fountain

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  • AI Is Quietly Writing Your Résumé — and One Tool Could Misrepresent Your Reputation if You Don’t Take Control | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    In the crowded world of AI Assistive Engines, all the attention goes to ChatGPT, Google Gemini and Perplexity. But the most influential contender may be the one hiding in plain sight: Microsoft Copilot.

    Why? Because it’s not just another chatbot — it’s deeply embedded in the Windows and Microsoft 365 ecosystem that powers homes, businesses, governments and nearly every Fortune 500 company. Copilot is already sitting on the desktop of the people who decide whether to hire you, partner with you or fund your company.

    That makes it the “sneaky” AI — the one shaping your professional reputation before you even enter the room. In this article, you’ll learn how Copilot and other AI assistants are building your “AI Résumé” behind the scenes — and a practical framework you can use to take back control of your digital narrative.

    Related: Uncover Hidden Threats to Your Reputation With These Advanced Suppression Strategies

    Your AI résumé is already being written

    Think about where decision-makers live: Outlook, Teams, Word, Excel. Copilot is inside all of them. It summarizes conversations, drafts proposals and answers the question: “Who is this person?”

    Before an investor opens your pitch deck or a prospect reads your proposal, there’s a good chance they’ll ask Copilot to summarize you. What it delivers becomes your AI Résumé — a recommendation from a machine people trust.

    That résumé is only as strong as the information Copilot finds. And if your digital footprint is messy, inconsistent or outdated, Copilot will stitch together a confusing narrative.

    A costly lesson in digital misrepresentation

    I learned this lesson years before generative AI.

    After building a successful career as a musician and then founding UpToTen Ltd — an EdTech pioneer competing with Disney and the BBC — I started losing deals worth hundreds of thousands of dollars. The problem?

    My Google Brand SERP. Search results for my name highlighted that I’d been the voice actor for a cartoon character, Boowa the Blue Dog. Instead of presenting me as a serious CEO, Google framed me as a children’s entertainer.

    The result? Major deals died before they began.

    Copilot raises the stakes exponentially. Unlike Google’s static results, Copilot synthesizes information into a story. But its logic is childlike — piecing together fragments without nuance or accuracy. If you don’t control your narrative, the AI will create one for you.

    The framework: How to teach the machine

    You can’t game the system. The only way forward is to systematically educate AI so it reflects your intended story. My three-phase framework works not just for Copilot, but for ChatGPT, Gemini, Perplexity and beyond.

    1. Establish Understandability

    The machine must know who you are, what you do and who you serve.

    • Create an entity home: a personal website (e.g., yourname.com) with a clear, 25–50 word executive summary at the top.
    • Make it machine-readable: use Schema.org structured data so algorithms can parse your identity with confidence.

    2. Build credibility

    Once AI understands you, it needs proof that you’re authoritative.

    • Be consistent: your LinkedIn, X (Twitter), Crunchbase and company bios should all mirror your Entity Home.
    • Get third-party validation: appear on podcasts, contribute to industry media and earn mentions from trusted outlets. Each external confirmation creates what I call an “Infinite Self-Confirming Loop of Corroboration” — the foundation of algorithmic trust.

    3. Ensure deliverability

    Finally, make sure AI delivers your story when prospects are researching problems, not just names.

    • Answer real questions: build an FAQ section based on client questions, sales calls and customer support insights. One page per question; no accordions.
    • Publish deeper resources: long-form articles that establish you as an authority.
    • Organize for discovery: use topic clusters (siloing) so AI sees you as a subject expert.

    Take it further: create a custom GPT or AI assistant trained on your services, client profile, and solutions. Use it to anticipate the questions your market is asking and shape content accordingly.

    Related: From Co-Pilot to Co-Worker: Where the AI Assistant Journey is Headed to Next

    The next frontier: Ambient research

    The ultimate payoff isn’t when someone Googles you — it’s when AI recommends you without being asked.

    • In Excel, Copilot suggests your name while a prospect models ROI.
    • In Teams, the meeting summary highlights you as the expert who can solve a key challenge.
    • In Outlook, your profile surfaces as the trusted consultant to hire.

    That’s AI acting as your marketing agent — delivering opportunities before you even know they exist.

    The inescapable reality

    AI assistants like Microsoft Copilot aren’t futuristic — they’re already reshaping how reputations are built.

    Your digital presence is no longer a brochure; it’s a living narrative constantly retold by machines. If you don’t design your AI résumé, Copilot will design it for you — and you may not like the result.

    The path forward is clear:

    • Be understandable.
    • Be credible.
    • Be discoverable.

    Teach the machine your story, or it will tell its own.

    In the crowded world of AI Assistive Engines, all the attention goes to ChatGPT, Google Gemini and Perplexity. But the most influential contender may be the one hiding in plain sight: Microsoft Copilot.

    Why? Because it’s not just another chatbot — it’s deeply embedded in the Windows and Microsoft 365 ecosystem that powers homes, businesses, governments and nearly every Fortune 500 company. Copilot is already sitting on the desktop of the people who decide whether to hire you, partner with you or fund your company.

    That makes it the “sneaky” AI — the one shaping your professional reputation before you even enter the room. In this article, you’ll learn how Copilot and other AI assistants are building your “AI Résumé” behind the scenes — and a practical framework you can use to take back control of your digital narrative.

    The rest of this article is locked.

    Join Entrepreneur+ today for access.

    Jason Barnard

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  • What Neanderthals Can Teach Us About Brand Transformation | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    Being called a “Neanderthal” has long been shorthand for a knuckle-dragging brute — an insult implying someone is primitive and clueless. In popular imagination and even early science, Neanderthals were cast as dim-witted cavemen, a species of losers on the evolutionary stage. But recent discoveries have radically rewritten that story. Far from being sub-human dullards, Neanderthals are now understood as complex, intelligent hominins who created art, used tools and even share genetic ties with all of us.

    In a sense, the Neanderthal “brand” has undergone a posthumous PR makeover: from reviled caveman to respected ancestral cousin. This dramatic evolution of public perception holds a trove of insights for entrepreneurs and brands. If a whole human species can rehabilitate its reputation (albeit with an assist from science), then a company or individual can certainly transform their own image. Let’s explore how the Neanderthal journey from primitive to progressive serves as a metaphorical masterclass in rebranding and legacy management.

    Related: Does Your Reputation Need Rehab?

    The primitive stereotype: A brand in ruins

    The Neanderthals’ early reputation was, in modern marketing terms, a branding nightmare. Ever since the first fossils were unearthed in the 19th century, their heavy brow ridges and unusual skeletons led scientists to portray them as inferior to modern humans. This “caveman” stereotype stuck. For over a century, calling someone a Neanderthal meant implying they were backward, unsophisticated and even stupid.

    In essence, Neanderthals were a maligned brand — synonymous with failure and obsolescence. Just as a company rocked by scandal or a public figure tarnished by bad press becomes a punchline, Neanderthals became the mascot of being primitive. The narrative was simple and damning: They lost out to superior modern humans because they just weren’t good enough.

    Entrepreneurs know this pattern well. Markets and media can be unforgiving; a single damaging narrative can reduce a once-promising brand to a cautionary tale. Whether it’s a tech firm written off as a “dinosaur” or a founder dismissed as out of touch, the world loves a tidy tale of the mighty who fell behind. The Neanderthal brand was defined by others and defined harshly. Brands and individuals today face the same risk if they remain passive during image crises. Reputation, like fossils, can harden into “rock” if left untouched.

    Uncovering a new narrative: Rehabilitating the caveman image

    Fortunately for Neanderthals, their story didn’t end with the stereotype. Over the past few decades, science has done what any good PR team would: conducted a rigorous brand audit and found the facts to counter the fiction.

    Research reveals that Neanderthals were far more capable and human-like than anyone imagined. They were skilled hunters and tool-makers who thrived across Europe and Asia for hundreds of thousands of years. Archaeological evidence shows Neanderthals coordinated complex group hunts — behavior requiring planning, communication and smarts. They gathered a diverse diet, used fire creatively and built surprisingly sophisticated tools.

    Perhaps most stunning, Neanderthals demonstrated signs of culture and abstract thinking. Discoveries of pigment, personal ornaments and cave engravings suggest they engaged in symbolic rituals and even made art. They buried their dead with care, hinting at reverence for their departed. They even crafted tools using glue made from tree bark — a process requiring technical knowledge and foresight.

    And in the ultimate irony, we now know they are literally part of us: Modern humans carry Neanderthal DNA in our genomes from ancient interbreeding. The very people who once used “Neanderthal” as an insult likely have a bit of Neanderthal lineage themselves.

    For Neanderthals, this re-evaluation was a posthumous rebranding. Misconceptions were corrected with evidence, and the public’s view shifted from “dumb caveman” to “misunderstood relative.” This turnaround didn’t happen overnight; it took decades of excavations, genetic analysis and rethinking old assumptions. But it happened. The Neanderthal brand went from rock bottom to remarkable. If the image of an entire extinct species can be rehabilitated, so can yours.

    Related: 7 Ways to Recover After a Reputation Crisis

    Branding lessons from a prehistoric PR makeover

    The saga of Neanderthal reputation offers rich lessons in how to recover from a damaged brand image or public misperception:

    • Own your story before others do: Neanderthals couldn’t speak for themselves, and others defined them as inferior. In business, if you don’t actively shape your brand’s story, competitors or critics will do it for you — and not in your favor.

    • Confront misperceptions with facts: The Neanderthal comeback hinged on hard evidence overturning myths. Likewise, a beleaguered brand must bring proof to the table. Counter outdated perceptions by showcasing real improvements, new achievements and factual corrections.

    • Embrace (don’t erase) your heritage: Instead of denying their past, scientists reinterpreted Neanderthal history in a proud new light. Similarly, a brand with a legacy — even a troubled one — shouldn’t just bury it. Acknowledge your history and highlight the positives within it.

    • Humanize and connect: Part of rehabilitating Neanderthals was realizing how closely connected they are to us. Successful rebranding finds ways to relate to the audience on a human level. Show customers, investors or the public that you share their values and concerns.

    Legacy management: Evolving the narrative over time

    One striking aspect of the Neanderthal story is how long the misperception lasted. Long after Neanderthals disappeared, the myth of the knuckle-dragging caveman lingered in the public mind. It’s a cautionary tale for legacy management: Perceptions can lag behind reality by decades. Entrepreneurs must recognize that shaping a legacy is an ongoing process, not a one-time campaign.

    Managing legacy also means planning for how your brand will be remembered. Neanderthals left behind bones and artifacts, but no control over the story future generations told about them. You, on the other hand, have the tools to influence your legacy now. Document your values and contributions, live them authentically, and people will eventually see the truth — just as researchers eventually saw the truth about Neanderthals’ capabilities. Every press release, customer interaction and even apology is an artifact shaping how you’ll be remembered. Make those artifacts count.

    Finally, consider the Neanderthal’s ultimate fate: They didn’t so much vanish as merge into the wider human story. In business, this speaks to the idea of integration and adaptability. Sometimes the path to saving a reputation is to become part of something larger — to ally with partners, join a bigger brand, or pivot in purpose. By blending strengths with newcomers, an old brand can find new life within a fresh narrative.

    Related: 5 High-Profile Reputation Nightmares Your Brand Can Learn from

    The evolution of respect

    The renaissance of Neanderthals’ public image — from pitiable cavemen to complex humans — is more than a curious science story. It’s a powerful metaphor for brand transformation. Reputations, like species, evolve. They can also go extinct if they fail to adapt. But the Neanderthal example shows that even a reputation dragged through the mud for ages can climb back out with persistence and truth.

    Entrepreneurs should find hope in this: No matter how dire your PR fallout or how entrenched the public’s misperception, there is a path to renewal through authenticity, strategy and patience. If Neanderthals can win respect 40,000 years after extinction, your brand can survive a rough quarter. Reputation isn’t fossilized — it evolves if you guide it.

    Being called a “Neanderthal” has long been shorthand for a knuckle-dragging brute — an insult implying someone is primitive and clueless. In popular imagination and even early science, Neanderthals were cast as dim-witted cavemen, a species of losers on the evolutionary stage. But recent discoveries have radically rewritten that story. Far from being sub-human dullards, Neanderthals are now understood as complex, intelligent hominins who created art, used tools and even share genetic ties with all of us.

    In a sense, the Neanderthal “brand” has undergone a posthumous PR makeover: from reviled caveman to respected ancestral cousin. This dramatic evolution of public perception holds a trove of insights for entrepreneurs and brands. If a whole human species can rehabilitate its reputation (albeit with an assist from science), then a company or individual can certainly transform their own image. Let’s explore how the Neanderthal journey from primitive to progressive serves as a metaphorical masterclass in rebranding and legacy management.

    Related: Does Your Reputation Need Rehab?

    The rest of this article is locked.

    Join Entrepreneur+ today for access.

    Scott Baradell

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  • How to Build a Reputation That Survives Any Crisis | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    When we imagine power, we often think of prestigious titles, millions of followers or frequent media appearances. But in entrepreneurial practice, these are fragile assets: A single crisis can erase them in hours. The difference between those who survive and those who vanish? Reputation — an invisible form of capital that decides whether people will still follow you when the lights go out.

    Today, in the age of artificial intelligence and instant communication, reputation functions as a credibility algorithm. It’s not measured in views or likes, but in consistency, perceived authority and the ability to inspire trust, even in uncertainty.

    Research by Willis and Todorov at Princeton University demonstrates that people form judgments about trustworthiness, competence and other characteristics after just 100 milliseconds of exposure to unfamiliar faces. Additional studies from the University of Glasgow show that humans form trustworthiness judgments within the first 500 milliseconds of hearing someone’s voice.

    As Todorov, Baron and Oosterhof found, threat and trustworthiness perceptions are processed particularly rapidly, determining basic approach/avoidance responses. These evolutionary mechanisms, designed for survival in complex social contexts, today determine the success or failure of leaders and entrepreneurs in a hyperconnected world.

    Related: How to Build a Reputation That Will Become a Real Asset for You

    The invisible power of strategic silence

    Among the most underrated strategies for protecting reputation, silence holds a special place. It is not passivity; it’s an intentional, active choice. Deciding not to react immediately to a provocation buys time to think, assess and respond surgically.

    Silence has a precise psychological effect: It frustrates your attacker, often pushing them to overplay their hand and make mistakes. This dynamic is well known in negotiation — those who can tolerate pauses and gaps often control the rhythm and content of the exchange. Research in cognitive psychology shows that during moments of silence, people tend to fill conversational voids with their own thoughts and anxieties, often revealing more than they initially intended.

    I witnessed this principle firsthand during a pre-Christmas Saturday in a crowded supermarket when half the cashiers suddenly went on strike. Instead of issuing press releases or excuses, management chose silence. Within 20 minutes, operations were reorganized, and five volunteers began handing out panettone to customers. No words — just tangible actions. The result? A stronger corporate reputation.

    This example illustrates how direct action, unmediated by explanations, can transform a potential reputational crisis into an opportunity for brand strengthening. Customers remembered not the initial inconvenience, but the speed and humanity of the response.

    Anticipating crises with the “minefield map”

    Reputation management cannot be improvised. One effective method is to create a “minefield map” — a plan that identifies vulnerabilities and potential crisis points in advance. This tool, kept confidential until the right moment, guides decisions during chaos, when clarity risks giving way to emotion.

    The map should include specific scenarios: social media attacks, criticism from competitors, unexpected operational problems and ethical or legal controversies. For each scenario, three things must be predefined: who speaks (and who stays silent), what is said (or not said) and when action is taken. This preparation is not strategic paranoia, but operational intelligence.

    Anticipating negative scenarios is not pessimism — it’s preparation. It means knowing ahead of time which actions to avoid and which to take to safeguard credibility. As Eccles, Newquist, and Schatz note in Harvard Business Review, a strong, positive reputation doesn’t just attract top talent and foster customer loyalty — it directly drives higher pricing power, market valuation and investor confidence, making it one of the most valuable yet vulnerable assets in a company’s portfolio.

    Related: 9 Steps for Building a Reputation Management Plan That Wins Customers and Gives You an Edge

    Acceptance and consistency: The foundations of credibility

    Being an ethical or generous person is not enough to build a strong reputation. Credibility comes from self-acceptance — flaws and failures included — and from consistency between what you communicate and what you do.

    In business, this means that degrees and certifications may prove competence but do not guarantee trust. Trust is built when every interaction, both internal and external, aligns with the image you aim to project. Timing is just as crucial: A correct message sent at the wrong moment can be perceived as inappropriate — or worse, damaging.

    Authenticity, however, doesn’t mean sharing every thought or doubt. It means being faithful to your core values even when this involves short-term sacrifices. Stakeholders (employees, customers, investors) develop trust when they can predict your reactions based on stable, declared principles.

    Visibility vs. reputation: Two different roles

    Visibility is like a spotlight: It shines indiscriminately on whoever steps into its beam. Reputation is the puppeteer: invisible, but in control of every movement.

    Too much exposure without a solid reputation makes an entrepreneur vulnerable and easily manipulated. Conversely, those with strong credibility maintain control even when media attention fades. In the natural cycle of public careers, popularity always diminishes over time. What remains — and continues to generate opportunities — is reputation.

    The difference is subtle but decisive: Visibility makes you recognizable, reputation makes you chosen. In a market saturated with content and personalities, being noticed is relatively easy; being chosen repeatedly requires something deeper and more enduring.

    How to strengthen reputation in the AI era

    For entrepreneurs and leaders, AI has accelerated the speed at which both information — and misinformation — spread. Protecting reputation now requires proactive actions and active management of your narrative. Here are three concrete practices:

    1. Continuous monitoring: Use social listening and media analysis tools to detect early signs of crisis. Monitoring is not just about “putting out fires,” but about understanding which messages build trust and which create friction.

    2. Cross-channel consistency: Ensure that your message and values are consistent across every platform — social media, press, official statements, interviews. Even small inconsistencies can undermine trust.

    3. Train strategic silence: Incorporate provocation-response drills into leadership training. Simulate scenarios where the best answer is no immediate answer, to strengthen emotional control and prevent reputational damage.

    Related: It’s Time to Clean Up Your Act — How to Manage Your Reputation in the Era of AI

    The final question

    In a market where AI and instant communication amplify every action, reputation is the ultimate currency. Visibility makes people notice you. Reputation makes them choose you.

    As an entrepreneur, ask yourself: “If I could no longer speak for myself, what would my reputation say?” The answer will guide your decisions more than any visibility metric ever could.

    When we imagine power, we often think of prestigious titles, millions of followers or frequent media appearances. But in entrepreneurial practice, these are fragile assets: A single crisis can erase them in hours. The difference between those who survive and those who vanish? Reputation — an invisible form of capital that decides whether people will still follow you when the lights go out.

    Today, in the age of artificial intelligence and instant communication, reputation functions as a credibility algorithm. It’s not measured in views or likes, but in consistency, perceived authority and the ability to inspire trust, even in uncertainty.

    Research by Willis and Todorov at Princeton University demonstrates that people form judgments about trustworthiness, competence and other characteristics after just 100 milliseconds of exposure to unfamiliar faces. Additional studies from the University of Glasgow show that humans form trustworthiness judgments within the first 500 milliseconds of hearing someone’s voice.

    The rest of this article is locked.

    Join Entrepreneur+ today for access.

    Gio Talente

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  • 7 Proven Strategies to Rehabilitate Your Shattered Online Image | Entrepreneur

    7 Proven Strategies to Rehabilitate Your Shattered Online Image | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    In today’s world, your online reputation carries more weight than ever. When it takes a hit, it’s not just about work — your personal life feels the impact, too. It’s like a ripple effect that goes beyond business, affecting your connections, opportunities and even your self-esteem. Fixing things isn’t just about patching up; it’s about retaking control of your narrative.

    But rebuilding your online image is like embarking on a daunting journey through a maze. It’s way more than just fixing mistakes or addressing slip-ups from the past; it’s about reshaping how people see you and earning back their trust, and that’s no walk in the park.

    Related: Why You Must Monitor Your Online Reputation Before it Hurts You

    Picking up the pieces

    As George Santos finds out, escaping the shadow of a damaged reputation takes serious time, persistent effort and a lot of dedication. It’s not just about making things right on the surface; it’s also about convincing everyone else that the change is genuine and heartfelt. And in today’s world, where news spreads faster than wildfire and opinions are a dime a dozen, rebuilding can be a slow, tedious process. It takes a ton of patience and a rock-solid commitment to stay on course despite the constant whirlwind of online chatter and perceptions.

    A strategic approach involves thoughtful, deliberate moves, from recognizing the extent of the damage to crafting a story of evolution and renewal. It’s about making every action count, engaging positively and showcasing real change. Without this clear roadmap, the journey toward rebuilding your online image remains uncertain and daunting. That’s why having a well-designed plan is crucial — it’s your compass through the digital wilderness.

    Where to start

    Step 1: The first step is to acknowledge that you need to do something. Stop feeling sorry for yourself or ashamed, and be prepared to reclaim control of the narrative. No longer do people associate Martha Stewart, Tiger Woods, or Ellen DeGeneres with their well-publicized scandals, something that isn’t the case for Prince Andrew or Bill Cosby.

    Step 2: Foster a support system — establish a support network internally and externally, including PR specialists, legal advisors and a dedicated crisis management team.

    Step 3: Implement continuous monitoring — establish ongoing monitoring systems to detect and address issues promptly, ensuring proactive protection of your brand reputation.

    1. Acknowledge the weight of the situation

    Admitting the gravity of a reputational crisis isn’t easy. This is something that United Airlines is still grappling with. Emotions can be overwhelming, demanding resilience and self-compassion. It’s crucial to accept the reality of the situation while understanding that recovery isn’t instantaneous. Accepting the challenges and acknowledging the hardships offers a path forward and an opportunity for growth.

    To understand the scope and impact of the crisis conduct a thorough internal investigation to understand the scope and impact of the crisis. Identify the key stakeholders affected and assess the extent of the damage. Assemble a crisis management team to lead the investigation. Use a combination of surveys, interviews, and data analysis to assess the impact. Ensure transparency and regular communication with all stakeholders throughout the process. Develop a comprehensive recovery plan that includes strategies for rebuilding trust, improving policies and ensuring such a crisis does not recur. This plan should be communicated clearly to all stakeholders.

    After planning, the next step is implementation. Assign responsibilities to team members for different parts of the plan. Monitor progress regularly and adjust the plan as needed based on feedback and results. After the recovery, it’s important to review the crisis and learn from it. Conduct a post-crisis review to identify what went wrong and how it can be avoided in the future. Use these insights to improve your organization’s crisis management strategies. Remember, the goal is not just to survive the crisis but to emerge stronger and more resilient.

    2. Own your mistake and offer a genuine apology

    The foundation for rebuilding trust starts with accountability and authentic apologies. This is why Elon Musk got on a plane and flew to Israel after some regrettable tweets. Transparently acknowledging mistakes sets the groundwork for regaining credibility. Be warned: This isn’t about providing lip service but about being genuinely apologetic and taking ownership and responsibility for doing the right thing. Authenticity becomes the cornerstone of the journey toward redemption, emphasizing the sincerity in rectifying past wrongs.

    Practice empathy and humility. Reflect on your actions and understand the impact they had on others. Craft a sincere, detailed public apology addressing the issue, taking responsibility, and outlining concrete steps towards resolution. Share it publicly. Ensure it includes an acknowledgment of the mistake, the impact it had, your regret, and the steps you’re taking to rectify the situation. Remember, the goal is not just to apologize but to rebuild trust and credibility. A sincere apology is more than just saying sorry. It involves acknowledging the mistake, expressing regret, explaining what went wrong, and detailing what steps you’re taking to make sure it doesn’t happen again.

    3. Take control of your narrative

    Seizing control of the narrative means actively engaging in online spaces. Bud Light tried to do this but failed repeatedly. Consistently demonstrating progress, sharing valuable insights, and engaging with your audience deliberately will help you put back the pieces and construct a more robust digital presence. A proactive approach not only addresses the crisis but also shapes a positive narrative for the future. Think of the internet as having a super long memory – it remembers everything: the initial fall, as well as the comeback.

    Develop a content strategy that focuses on transparency and progress. Use social media platforms to share updates and engage with your audience. Consistently share progress and valuable insights and actively engage with the affected audience. Monitor conversations and respond thoughtfully. Use social listening tools to monitor online conversations about your brand. Respond to comments and messages in a timely and thoughtful manner. Share regular updates about the steps you’re taking to address the issue and the progress you’re making. Remember, engagement is key to rebuilding trust and credibility.

    Related: 7 Ways to Recover After a Reputation Crisis

    4. Turn a crisis into an opportunity

    Amid the chaos, seek opportunities for growth. A reputation crisis, though tumultuous, can be a catalyst for introspection, leading to profound personal or brand development. It offers a chance to evolve, prompting a reevaluation of values and goals. This is what Adidas did when they dropped Kanye West and donated the proceeds from the remaining Yeezy line to the ADL. Like Adidas, think of your online reputation as a bone and the crisis as a fracture: it will hurt, and it will take time to heal, but with the right care, it will heal and become even stronger. And remember: People love a great comeback story.

    Implement internal changes. Use this crisis as a catalyst for structural or operational changes, demonstrating a commitment to improvement and ethical conduct. Use this opportunity to reassess your brand values and align them with your actions. Consider seeking external help, such as PR or crisis management consultants, to guide you through this process. Use this crisis as a catalyst for structural or operational changes, demonstrating a commitment to improvement and ethical conduct. Identify areas of your operations that need improvement. Implement changes that not only address the current crisis but also prevent future ones. This could include staff training, policy changes, or even restructuring. Communicate these changes internally and externally to demonstrate your commitment to improvement.

    5. Crafting a narrative of redemption

    Crafting a compelling narrative requires addressing concerns head-on. Remember: this isn’t a standard, run-of-the-mill “mea culpa” but a sincere introspection of the mistakes that were made and the resolve to learn from them, fix them, and grow from them. This is what Wells Fargo has successfully done after a horrendous scandal. Since then, they’ve demonstrated a genuine commitment to rectifying past mistakes, which helps reshape the story. It’s about creating a roadmap that aligns with rebuilding trust and credibility.

    Maintain transparency in communications and consistently showcase progress towards resolving the issue. Conduct regular internal audits to identify and rectify mistakes. Implement a robust feedback system to learn from employees and customers. Regularly update stakeholders about the progress made in resolving the issue. Use various communication channels like emails, newsletters, and social media to reach a wider audience. Remember, consistency is critical to maintaining trust and credibility.

    6. Be a positive force for change

    Active participation in positive online interactions contributes significantly to reshaping public perception. This is what Volkswagen did so successfully after it found itself mired deep in controversy. Being a constructive and engaged member of your community showcases a renewed commitment to positive change.

    Support community initiatives or causes, demonstrating a genuine commitment to positive change. Engage with your online community regularly. Respond to comments, share updates, and participate in discussions. Show your commitment to positive change not just through words but through actions. Being involved in the community goes beyond just participating in discussions. It involves supporting initiatives or causes that align with your brand values. Identify community initiatives or causes that align with your brand values and support them. This could be through donations, volunteering, or partnerships. Share your involvement on your social media platforms to inspire others and showcase your commitment to positive change.

    7. Embracing change: Evolving and reshaping your digital narrative

    Redemption isn’t just about rectifying past errors; it’s about embracing change, but unlike Disney, you must do so in a sensible way. Otherwise, it will backfire horribly. Embracing change sensibly involves adapting to the dynamic digital landscape and evolving your narrative into one of resilience and revival.

    Continuously assess and adapt strategies to align with the evolving digital landscapes and shifting audience expectations. Stay informed about the latest trends and changes in the digital landscape. Regularly review and update your digital strategies to ensure they are effective and relevant. Conduct regular audits of your digital strategies. Use analytics to understand your audience’s behavior and preferences. Based on these insights, make necessary adjustments to your strategies. Remember, the key to success in the digital world is adaptability and continuous learning.

    Embracing proactive protection

    Rebuilding a shattered online image is more than just fixing errors; it’s a journey that demands resilience and constant effort. In today’s digital world, where your reputation matters a lot, recovering from a crisis means more than just patching up the visible damage. It’s about taking control of your story and earning back people’s trust. It’s a tough process that requires dedication, time, and consistent action. More than anything else, it requires a strategy – you need a detailed plan to guide each step towards redemption. Without this roadmap, finding your way through the challenges of reputation recovery becomes uncertain.

    Uri Samet

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  • PR or Marketing? Here's the Difference | Entrepreneur

    PR or Marketing? Here's the Difference | Entrepreneur

    Public relations and marketing go hand in hand and complement each other to achieve a similar end goal.

    Christopher Tompkins

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  • 7 Customer Experience Strategies for Effective Branding in 2024 | Entrepreneur

    7 Customer Experience Strategies for Effective Branding in 2024 | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    As we proceed into 2024, the ecommerce branding landscape continues to evolve, but customer experience (CX) maintains its place at the forefront of effective branding strategies. After all, 44% of consumers affirm that nothing justifies a poor customer experience, not even lower prices or brand loyalty! This statistic underscores the critical importance of customer experience in the world of online retail, and I’ll help you master CX strategies for powerful ecommerce branding in this guide.

    We will now explore seven cutting-edge ecommerce customer experience strategies that are vital for branding success with successful examples. These insights will help you understand how to create a compelling and satisfying shopping experience that resonates with your audience and drives brand loyalty.

    By implementing these top seven strategies, your ecommerce brand can create an ecommerce customer experience that delights customers. This ultimately leads to effective branding, customer loyalty and business growth. Let’s dive into the key ecommerce customer experience strategies that will shape effective branding in 2024.

    1. Personalization of the customer experience journey

    The beauty of ecommerce lies in its potential for personalization. This extends beyond basic customized emails to enhance the entire shopping journey. It’s like being a tailor for customer experiences, where past interaction data is used to offer unique product suggestions and deals.

    Amazon is a leading example of this personalization strategy. They utilize customer purchase history and browsing data to recommend products, thereby creating a shopping experience uniquely tailored to each customer’s preferences and interests.

    2. Effective content strategy

    In ecommerce, a compelling content strategy involves providing valuable insights that resonate with the brand and meet customer needs. This can be in the form of informative blog posts, engaging videos, captivating infographics, and interactive social media content that both entertains and educates, fostering brand engagement and trust. The content strategy across the net is as important as the in-store experience.

    3. Reducing cart abandonment

    Abandoning a loaded cart at the checkout counter is a common sight in the physical world – but in ecommerce, it’s a grave concern. Think about it; your customers have picked out products they fancy and loaded their virtual cart, but a complicated checkout process or any unexpected costs pop up, and they’re gone! The trick here is to keep it simple. You need a streamlined, simplified checkout process and unmistakable transparency about all costs.

    The online apparel retailer, ASOS, has successfully addressed this by revamping their checkout process, offering free shipping and easy returns to minimize customer hesitance due to potential hidden costs, thus reducing cart abandonment rates.

    Related: 5 Powerful Pre-Launch Strategies for Your Next eCommerce Brand

    4. Building a social community through interaction and UGC

    Your brand isn’t just what you sell — it’s also the people who buy it and believe in it. So, developing a social community around a brand is a powerful way to boost customer loyalty and engagement. Encouraging interactions like product reviews, social media engagement, and user-generated content (UGC) not only provides valuable feedback but also strengthens the sense of community among customers.

    5. Focus on security and privacy

    Prioritizing security and privacy is one of the most crucial ecommerce customer experience strategies as building customer trust heavily relies on how well a business protects user data and maintains transparent privacy policies. In fact, a recent study by Spadoom reveals a telling trend: 52% of business leaders rank security as their top priority when choosing ecommerce cloud software.

    This statistic highlights the growing importance of robust security measures in the ecommerce sector, especially when selecting the right ecommerce software that guarantees data protection and adheres to stringent privacy standards.

    Related: 5 Ways Ecommerce Businesses Can Keep Their Customer Data Safe

    6. Short-form video: The rising trend

    What’s the secret sauce to marketing success in 2024? Short-form videos, particularly on platforms like TikTok and even YouTube. These bite-sized visual treats engage audiences, delivering creative and concise content that showcases products or brand stories in a captivating manner.

    Chipotle, the popular food chain, offers a perfect example. They’ve successfully tapped into the potential of TikTok, engaging with younger audiences via viral challenges and interactive content. The cherry on top? It’s entertaining and subtly promotes their products all at once.

    Related: 7 Proven Strategies for Launching a Successful Ecommerce Business

    7. Augmented reality and virtual reality

    AR and VR technologies are two game-changing ecommerce customer experience strategies. They let customers virtually “test-drive” products in their environment before tying the knot with a purchase. This immersive tech is particularly advantageous for items like furniture, where fit, size, and style carry substantial weightage.

    For example, say hello to IKEA’s AR app which allows customers to visualize how furniture would appear and fit in their homes, creating a practical and enjoyable shopping experience. By empowering customers to make well-informed choices, it reduces the likelihood of buyer hesitation and returns.

    Ecommerce branding in 2024 is all about walking on an innovative path while centering on customer needs. It’s about weaving experiences that enrapture your customers and leave them asking for more.

    Vikas Agrawal

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  • 7 Reasons Why CEOs Need to Develop a Personal Brand — and How to Build One. | Entrepreneur

    7 Reasons Why CEOs Need to Develop a Personal Brand — and How to Build One. | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    We all make purchasing decisions based on our connection to brands. One runner, for instance, may be dedicated to Asics running shoes, while another wouldn’t dream of buying anything but Nike.

    These days, thanks to social media, choosing our favorite brands or which companies we give our money to heavily relies on who is heading that company. We want to do business with people that inspire us, people we like and trust. It’s for this very reason that CEOs must develop their own personal brand.

    Over the years, I’ve had the honor of working with business leaders from around the world, enabling them to harness the power of compelling narratives to craft and communicate their brand’s unique origin story. I am excited to share with you the profound importance of CEO branding in today’s fiercely competitive business landscape and provide actionable insights on how you can effortlessly embark on your own CEO brand-building journey.

    Related: The 3 Biggest Mistakes CEOs Make With Their Personal Brand (and How to Turn Those Mistakes Around)

    The importance of CEO branding

    Your own personal brand is what reflects your priorities and values. Branding helps you, your colleagues and the customers you serve define who you are and what value you offer as a leader. Without a powerful and visible brand, CEOs may find it hard to grow their business, become an influencer or take their career to the next level.

    But, when you grow your brand, doors open and opportunities present themselves to you. People are more likely to listen to what you have to say, connections are made and those connections are apt to turn into paying customers and lifelong advocates.

    Let’s dive in and take a look at some of the biggest benefits of CEO brand building.

    1. Broaden your impact

    Your personal brand not only reflects your work ethic but also how you interact with and relate to others. These “others” include the teams you manage, shareholders and consumers. Your brand is recognized in the real world in face-to-face interactions as well as in virtual interactions.

    2. Stand out from the crowd

    The entire world is online, and everyone is creating and sharing content. This creates a lot of noise.

    Cut through that noise with your own unique vision. A personal brand helps you be an authentic voice in a sea of pandering. Always remember, people can smell phony from a mile away. When you develop your personal branding, every word you utter and the action you take is genuine to who you truly are.

    3. Others seek you out

    When your personal brand is authentic and attractive to others, opportunities come knocking. You’d be surprised at the number of new clients or customers that suddenly appear without any further effort on your part. Vendors may contact you, as well as the press, for interviews and event organizers about speaking engagements. Other companies may also get in touch with you, hoping to snag you for their operation.

    Put the work in upfront to develop your brand and the opportunities almost effortlessly follow.

    Related: 8 Strategies for Developing a Strong Personal Brand

    4. Incredible networking opportunities

    Networking events are important for doing business and moving your career forward. But let’s be honest — these things can be a nightmare to navigate. Who should you talk to? What should you say? Will others find you (dare I say it)… boring?

    When you’ve taken the time to thoughtfully craft your own brand, you become one of the most interesting people in the room.

    People walk up to you with hands outstretched. People ask you questions because they want to know even more. CEO branding turns a potentially awkward (but necessary) event into a simple and rewarding one.

    5. Grow your bottom line

    Do any of us really know what the economy will do from year to year? Heck, month to month? With so much economic uncertainty, it can be challenging, to say the least, to continue to grow your bottom line and meet shareholder expectations when consumers are tightening their wallets.

    People are far more likely to give their hard-earned money to a company whose CEO is charismatic and vocal, no matter what the economy is doing. Case in point: Research by FTI Consulting found that those companies who had strong and vocal leaders during the early stages of the Covid-19 pandemic elicited stronger investor confidence. Numerically speaking, this translated into $260 billion in additional shareholder value during a time that was, for many, economically uncertain.

    6. Gain confidence

    In my experience, one of the biggest reasons leaders have confidence issues is because they don’t know who they are as a leader. They may know who they are as a husband or wife, mother or father, or friend, but when it comes to leadership, they don’t know their own beliefs, strengths, weaknesses or unique value proposition.

    Developing your brand requires you to uncover your skills and values. The entire process allows you to see yourself in an entirely new way. And once you know who you really are as a leader, your confidence soars. And when this happens, those you have been leading recognize it and the entire dynamic in your organization shifts.

    Related: How to Stop Your CEO’s Reputation From Damaging Your Business

    7. Attract better clients

    Having a powerful personal brand means you inevitably attract better-quality clients. Why is this? Because people will always seek out an expert to work with. Your brand will cut out the competitive process entirely.

    Tips to begin building your CEO brand

    Now that you know the benefits of CEO brand building, here are some ideas to help get you started:

    1. Brainstorm

    Self-evaluation plays a key role in developing an accurate and effective personal brand. So, spend a little time thinking and jotting down any ideas or insights. What is something you love about the work you do? What skills do you offer? What are you known for? How do you view your industry? What are compliments you often get from others? What do you know in your heart you could improve upon regarding your leadership style?

    2. Ask for honest feedback

    You need to know what others really think of you. Get feedback from friends and family, as well as colleagues and clients. Does this feedback align with how you want to be perceived by others? If not, what changes do you need to make to begin living your ideal brand?

    3. Develop your elevator pitch

    Now that you are starting to get a sense of what your brand is, it’s time to be sure you can articulate that brand to others quickly and easily. And this is where the elevator pitch comes in.

    You most likely know people use an elevator pitch to introduce their fledgling company to prospective investors or to introduce themselves when looking for employment. However, CEOs can use this same exercise to encapsulate their personal brand in a few sentences. In no more than three sentences, how would you describe your unique leadership values and contribution?

    Once you’ve got your pitch ready, you can use this as a daily reminder of who you want to be, as well as use it on your personal social media pages.

    4. Audit your social media accounts

    For many people who are new to your company, your social media presence will be their first introduction. Now that you’ve taken some time to brainstorm and think about what you want to project, it’s a good idea to audit your social media accounts to ensure someone’s first impression of you jives with your intended brand.

    If you need help with this, take a look at some other leaders in your industry to see whose profile best fits the brand you are building. Don’t copy them, but feel free to emulate and take ideas from their profile.

    5. Keep tweaking and adjusting

    Building your CEO brand is a process. You won’t necessarily discover your authentic leadership self and be able to communicate your value right away. That’s okay. Just keep at it and tweak and adjust your brand and your content as you go.

    Conclusion

    I hope you now recognize the importance of CEO branding. Though it will take some time to build, your brand will ultimately help you connect with your audience in a deeper and more meaningful way. And, because people tend to align with brands that mimic their own values, your branding efforts will also help you to create loyal followers rather than customers.

    LaQuita Cleare

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  • How to Safeguard Your Brand from PR Disasters | Entrepreneur

    How to Safeguard Your Brand from PR Disasters | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    A new brand or an existing brand decides to rebrand. Strategy is implemented, growth begins, employees are hired, and growing pains begin. Consistency is maintained by staying on core messaging, social media audiences and impressions grow, and some PR is even generated. Current customers start to advocate for the brand, help promote, and perhaps believe and partake in any social or philanthropic causes the brand represents or helps support. All the boxes are getting checked, right?

    Until one day, it happens. An employee makes a misstep or big blunder, and somehow, it’s now on social media. A c-suite executive makes a near-fatal decision on the brand that the core audience dramatically disapproves of, and sales begin to drop fast. An accident occurs thanks to a vendor of your business, but somehow, your business gets pulled into the controversy. Neglect in accounting, or worse, surfaces and funds are missing or removed, directly impacting clients and the company. Sound familiar? The horror stories continue to mount every week. Like identity theft, a PR crisis happens quickly and unexpectedly, takes hard-earned money away, and severely damages reputations.

    Related: A 3-Step Plan for Handling Any PR Crisis

    Build PR now

    Millions now take preventative measures to prevent identity theft for themselves and their businesses. Monitoring services have exploded in recent years, preventive action can be taken, and it is commonplace to dispute charges, refute actions caused by hacking or other means; and most understand how this can happen, and it is not the fault of the individual or business.

    In the same way, reputation monitoring services have also exploded in growth. Most understand that a negative Google review, social media posts or other online statements may be untrue. Many try to speak up on behalf of a targeted individual or business. While plenty will pile on and try to create more drama and unnecessary rumors, most dismiss or recount a positive experience with the individual or company.

    What is the best way to build preventative measures against potential PR missteps? Start building PR now. Without PR, the only story the public knows is the misstep or controversy. It is the first search result on Google, the first impression on social media, and nothing else is available for the public to consume. By gaining some PR before something happens, at least there is a portfolio of content and articles on your brand before any PR mishaps.

    First steps to building a PR portfolio

    Many assume their brand speaks for itself, or founders prefer to avoid drawing attention to themselves through PR; instead, they want to focus on raising capital or getting in front of new customers. The daily grind of running the business takes a lot of time, and long hours are already dedicated to business growth.

    Entrepreneurs and founders are not politicians (most of the time) and do not think about public image other than the success of their brand. Nonetheless, we are all human, and we hire humans. Mishaps and chaos will happen.

    The first step to building a solid PR portfolio is to utilize key and core messaging strategies already developed. It is incredible how many brands spend on building a core strategy that is never implemented. From there, start creating small wins in PR, even if it is not the day’s lead story. Small expansions in services, adding to an existing product line, or even sponsoring a youth sports league are all solid wins that can be leveraged into more extensive media attention.

    Build on small wins. New hires, new community involvement, first full year in business — keep getting the brand’s story out there, even if it is through a limited press release that is only picked up by a few media outlets. While careful to stay on topics with some newsworthy value, continuous PR coverage of what’s right and working will help deflect when things go wrong.

    From there, keep reinforcing that the brand strives to be a solution-oriented organization that continuously helps solve problems for your customer base. Significant PR wins will follow, and if the PR nightmare does happen, the media and the public will see a PR portfolio of growth, achievement, services and above all — humans trying to work together to build a business or organization — flaws and all.

    Overall, suppose the brand is built and viewed as a solution-oriented market leader or influencer, and a portfolio of good work and PR is created. In that case, the missteps and possible nightmares are easier to push through. It used to be said that the first 24 hours were the worst, and while that still holds, in most cases, it can continue longer and more painfully if an ongoing PR campaign is not a part of overall marketing efforts.

    Adam Horlock

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  • How to Get Your Online Image (and Reviews) Back on Track | Entrepreneur

    How to Get Your Online Image (and Reviews) Back on Track | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    Much like client-focused specialists in any industry, financial services professionals depend mainly on the perception and level of trust surrounding their name, particularly when generating business and keeping pace with the competition.

    Your financial services reputation not only engenders the credibility needed to attract new prospects but strengthens trust and loyalty among existing clients, ensuring they look to your company for guidance, advice and, ultimately, value over the long haul.

    Building a trustworthy reputation in the financial services industry begins with a solid, proven approach to customer service and client communications. But in the digital age, it must also include a coordinated and strategic accounting of your online presence, especially the online reviews, platforms, and digital profiles consumers use to research your company.

    Below, I explore best practices to help you uphold your company’s reputation and foster trust among clients and across the financial services field.

    Prioritize transparency and clear communication

    Focusing on effective and open client communications sets the stage for a strong brand reputation, providing a solid foundation for positive, lasting client relationships. Prioritizing clear and transparent communication at all touchpoints is essential for nurturing trust and reinforcing the sense of reliability clients need to stick around for the long term.

    Whether it’s discussing financial strategies, explaining terms and conditions, or providing updates on investments, it’s crucial your clients fully understand the information you’re conveying. It also helps to avoid using industry jargon (when possible) and encourage questions that facilitate open dialogue. More often than not, a healthy client-advisor relationship can only survive when communication is clear, complete, and convenient.

    Related: 5 Examples of Companies Succeeding Through Transparency

    Set realistic expectations

    Setting realistic expectations at the outset is essential for managing client perceptions of your services and your advisory firm. Instead of overpromising or guaranteeing unrealistic returns, it’s critical to be honest about potential risks and rewards associated with different investment options right from the beginning.

    In my experience, clients who feel informed and confident about what you’re doing and how you’re pursuing their objectives are generally far more likely to trust your advice and remain loyal to your company. They’re also much likelier to speak positively about your company among loved ones and across online review platforms.

    Be timely and responsive

    There are few financial services companies, or firms of any industry, for that matter, that are immune to client complaints, especially with so many online platforms for consumers to air their grievances.

    When faced with a bad review or complaint, it’s crucial to approach the situation professionally and from the client’s point of view. Even if the client’s account of things doesn’t really add up, actively listening to their concerns, being apologetic, and working toward a prompt resolution tend to be the best ways to mitigate the issue and prevent it from getting worse down the line.

    Replying to reviews politely and with a solutions-based mindset can turn a negative experience into a positive one. And when that exchange is done online, it has the potential to show others you take the client experience seriously and will do whatever is needed to make things right.

    Seek out feedback whenever possible

    It may not seem intuitive, but encouraging clients to provide feedback on their experience with your financial services company can be an effective way to combat negative feedback and boost your rating across online review sites. When done right, actively seeking feedback at critical client touchpoints – and on your terms – helps reduce future surprises from popping up in the online review process while allowing you to better steer the brand conversation in your favor.

    You can request feedback in any number of ways, including through surveys, follow-up emails, or one-on-one discussions. Actively listen to their suggestions, comments, and concerns, and continually use this feedback to improve your services. Demonstrating a commitment to listening and improving based on client input can bolster your company’s reputation.

    Leverage client testimonials to your advantage

    Positive client testimonials provide a compelling tool for promoting your value and strengthening your financial services reputation. Testimonials offer invaluable social proof that tends to resonate with consumers, and sharing that glowing feedback on your website, in marketing materials, and across social media channels is a great way to maximize its impact on your audience and your brand. Spreading the word by promoting authentic testimonials helps build credibility and instill confidence in prospects seeking your expertise.

    Related: Make Customer Testimonials Meaningful

    Monitor online reviews carefully

    Responding to online complaints and proactively requesting reviews can be powerful ways to boost your online ratings. Yet, these methods are just one piece of the reputation and review management puzzle. Tracking reviews and other online threats on sites like Google, Yelp, and industry-focused platforms is critical to identifying and mitigating new reputation risks swiftly.

    Showcase your expertise

    Showcasing your expertise and thought leadership online doesn’t just position you as your area’s go-to financial services pro. It also solidifies your credibility, providing a reputational firewall of positive, professional content that promotes your value while helping to shield brand integrity from negativity and online threats.

    So, how do you spotlight your credentials and bulk up your reputation in the process? These days, thought leadership is built online by sharing valuable insights and educational content through articles, blog posts, interviews, and videos across high-authority channels that support and elevate your position. By promoting your expertise through high-value content and doing so consistently, you can continually build and reinforce your industry authority while attracting new clients.

    Building a positive reputation, especially in the financial services space, takes a commitment not just to prioritizing an exceptional client experience but proactively managing your online presence. Combining a robust client service model with a comprehensive approach to managing online reviews, profiles, and thought leadership is critical to cultivating the trust, loyalty, and business your advisory firm needs to thrive.

    Adam Petrilli

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  • How to Combat Misinformation as a Small Business Owner | Entrepreneur

    How to Combat Misinformation as a Small Business Owner | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    Technology has provided endless benefits to businesses across the globe and is vital to their growth. Today, data can be shared at breakneck speeds among companies, their leaders, vendors and customers, but this also allows inaccurate and false information to spread at the same rate, most recently by bots powered by artificial intelligence. It has metastasized in society broadly and the internet specifically — whether in the form of social media feeds/online forums, as well as in news articles and other traditional media. Much of it is intentional, including attempts to mislead consumers and gain a competitive advantage.

    While this often affects individuals personally, it can also cause severe damage to enterprises and entrepreneurs who rely upon their reputation and credibility. It’s critical, then, for them to understand the risks of misinformation, how to avoid participating in its spread and how to lessen the damage it can cause to a professional and personal brand.

    How misinformation negatively impacts small businesses

    Whether it comes in the form of rumors, hoaxes, fake news or misleading narratives, misinformation represents a particular danger to small companies: They often lack teams of marketing and public relations professionals to deal with such issues and so are more prone to resulting disruptions, loss of customers, negative press, reduced revenue and legal consequences.

    Let’s explore a few effects in more detail:

    • Reputation damage: Entrepreneurs depend, of course, upon the honesty and integrity of their brands in the minds of customers, investors and partners. Misinformation can tarnish these assets, eroding the trust that’s been so hard to establish. This can be especially difficult for a small business to address since it likely can’t distance itself from an owner or other principal, for example, in a way that a large organization might be more capable of.
    • Poor decisions: Falling for false data/narratives regarding market trends or what’s happening with competitors could lead an entrepreneur to make a poor staffing, sales or customer service move, with potentially disastrous consequences.
    • Loss of customers: Incorrect/misleading information can drive away existing and potential customers, who, understandably, fear doing business with an enterprise or individual associated with it.
    • Legal ramifications: Deliberately disseminating misinformation about a business or individual can lead to defamation lawsuits, among other dangers.

    Related: AI Isn’t Evil — But Entrepreneurs Need to Keep Ethics in Mind As They Implement It

    How to combat it

    As a small business owner, you are likely solely responsible for addressing inaccurate information about your company, customers and suppliers, and having a strategy in place to do so can significantly reduce adverse effects. The correct response will depend on the type and severity of the misinformation being shared — each situation likely requires a customized solution.

    Remember, too, that some incidents may be nothing more than misunderstandings. For example, in the Battle of Constantinople in 1453, mysterious lights were seen over the city. Word quickly spread that they were a sign from the heavens that the Ottomans would be defeated in battle. It turns out what was witnessed was nothing more than St. Elmo’s Fire, a natural and harmless phenomenon in which ionized plasma looks like a bluish flame.

    If the misinformation you are dealing with is analogously harmless, you can address it by simply taking responsibility — issuing an apology or otherwise setting the record straight. Businesses that show accountability will almost always come out on top.

    Related: 7 Ways to Promote a Company Culture of Accountability

    In other cases, misinformation is intentionally malicious. Another historical example involves Benjamin Franklin, who in 1782 created a fake version of the Boston Independent Chronicle newspaper. Within, a false story claimed that the British had hired Native Americans to terrorize American soldiers and civilians across the frontier. Before long, it had been republished throughout the colonies, sparking increased hostility toward Native Americans.

    In severe cases, a business may need to go on the offensive to stay ahead of intentionally malicious storytelling. This might include launching a PR campaign or hiring an attorney.

    Of course, the best way to eliminate misinformation is to avoid it altogether. At the very least, you can minimize damage by catching it early. Here are some best practices that entrepreneurs can apply to do so:

    • Fact-checking and other verification: Before sharing information on websites, social media profiles or other media, entrepreneurs should be vigilant to carefully fact-check it, ideally from at least two reputable sources. It’s much easier to stop misinformation before it starts than to put the genie back in the bottle.
    • Build a solid reputation: Businesses known for being honest, trustworthy and ethical are less likely to be impacted by misinformation. Half the battle lies in the degree to which people are inclined to believe the negative thing they are presented with. If you run a shady operation, people are more likely to act upon something bad they heard, while those who know you run an upstanding enterprise will be more likely to come to your defense.
    • Monitor your online presence: A good practice for catching misinformation before it spirals out of control is to regularly monitor online mentions related to your business or you as a person. Consider setting up Google Alerts to be notified of such new content.

    Related: 7 Tips for Making Quality Business Decisions

    Nicholas Leighton

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  • How to Cultivate Emotional and Authentic Distinction for Your Brand | Entrepreneur

    How to Cultivate Emotional and Authentic Distinction for Your Brand | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    In this hyper-connected world, we’re struggling to capture the attention of those we hope will buy from us and eventually become loyal customers. The deluge of social media platforms and AI tools has created an overwhelming tidal wave, drowning us in a sea of tweets, likes and algorithms.

    As we’re all trying to figure out how to gain traction, it becomes increasingly more difficult to navigate and find the right formula. With that said, and pardon the metaphor, my question to you is this – What’s the lighthouse that can guide your brand through this chaotic digital fog?

    You might think it’s the latest tech gimmick or a viral campaign, but you’d be missing the mark. The true beacon of distinction in this noisy world is far more enduring — a brand distinction achieved through emotional branding and exceptional customer service.

    Related: If You’re Not Approaching Your Brand This Way, You’re Losing Customers

    What is brand distinction?

    Brand distinction is not just a fancy logo, a catchy jingle or a viral hashtag; it is the unique identity that sets you apart in a crowded marketplace. It’s that intangible quality that makes customers say, “I want what they’re offering, and nobody else will do.”

    Think of it as your brand’s fingerprint — no one else has it. And the fact is, brand distinction can’t be bought; it’s earned. It’s the sum total of every interaction, every smile, every problem solved and every promise kept. It’s what turns heads, wins hearts, and, most importantly, keeps people coming back for more.

    The emotional quotient

    In every keynote and training session I deliver, I hammer home a single crucial point: None of the strategies or tactics you’ve learned will matter unless you forge an emotional connection in your messaging and interactions with customers. This is the essence of emotional branding.

    Drawing from two decades at the helm of a national advertising agency, I’ve seen firsthand that mere awareness isn’t enough to build a lasting brand. We crafted campaigns that emotionally resonated with target audiences, but too many clients stopped there. They poured money into ads that drove customers into a lackluster service experience. They mistook advertising as the be-all and end-all, overlooking the cornerstone of true brand distinction — the customer experience.

    Here’s the real deal: if your advertising hits the emotional sweet spot and is backed by an equally impactful customer experience, you will connect on such a personal and emotional level that you’ll elicit a visceral reaction whenever someone hears or sees your brand. This emotional connection isn’t just one facet of your brand — it is your brand.

    Related: How to Build a Brand Story That Buyers Emotionally Connect With

    The Nike phenomenon: A case study in emotional branding and product excellence

    Let’s pivot to Nike — a brand more than a global athletic powerhouse. When you lace up those Nike shoes, you’re not simply prepping for a workout; you’re embracing a lifestyle and joining a community that believes in the transformative power of sports. Nike’s mantra, “Just Do It,” isn’t just a tagline — it’s a rallying cry that speaks to our deepest aspirations and desires.

    Nike has mastered the art of emotional branding. They don’t just sell you athletic gear; they sell you a dream, a better version of yourself. It’s this emotional resonance that turns casual buyers into loyal fans.

    But let’s be clear: emotional impact isn’t enough. What really sets Nike apart is their commitment to product excellence. All the aspirational messaging worldwide wouldn’t matter if their products didn’t deliver. Nike’s real genius lies in its ability to perfectly align its emotionally charged branding with products that meet expectations.

    Do you think emotional branding only happens with brick-and-mortar? Think Zappos

    If you think extraordinary customer service is confined to brick-and-mortar shops, think again. Meet Zappos — an online retailer that’s rewritten the rulebook on how to win hearts in the digital space. Sure, they sell shoes and clothes, but what they’re really in the business of is making people happy.

    Ever heard of their 365-day return policy? Or what about their legendary customer service calls that can last for hours, not because there’s a problem to fix but because their reps are empowered to connect with customers genuinely? It’s not uncommon for Zappos to send flowers to a customer who mentioned they were having a bad day or even assist in searching for a product they don’t carry.

    This over-the-top commitment to customer happiness has turned Zappos into more than a retail brand. It’s become a symbol of what’s possible when a company makes customer service its prime directive. The result? A brand distinction that competitors can admire but find incredibly hard to replicate.

    Why most businesses miss the mark

    We all get dazzled by the latest tech trends. Who wouldn’t? But while we’re busy chasing the newest shiny object, we’re missing out on the golden ticket that’s right under our noses – brand distinction through uncommon and emotional customer experiences!

    This isn’t just a department in your company; it’s the soul of your brand. Remember, people don’t just buy products or services; they buy experiences and emotions. Whether it’s the comfort of belonging, the excitement from the unexpected service, or the peace of mind from a problem solved, what you’re really selling is a feeling. This emotional connection isn’t a ‘nice-to-have’; it’s a ‘must-have.’ It’s what turns casual buyers into brand evangelists who stick around and become the best advertisers you never had to pay for. Simply put, emotional branding is the linchpin that holds the whole concept of brand distinction together. Without it, you’re just another name in the crowd.

    Crafting authenticity and building trust

    You can have all the AI chatbots and social media influencers in the world, but nothing compares to a genuine smile, a caring attitude or a prompt, thoughtful response. The human touch turns a one-time buyer into a life-long customer and a raving evangelist for your brand. So, don’t underestimate the power of creating an emotional connection.

    Customers can smell insincerity a mile away. Authenticity isn’t just a buzzword — it’s your currency. Empathy, genuine care and a robust sense of community support your brand. That’s how you turn a casual encounter into a meaningful relationship. Trust is earned, not given, and it starts with each customer interaction.

    Let’s not kid ourselves — the digital age is a double-edged sword. But one thing remains unchanged: your brand’s most potent weapon is how you make people feel. Harness the unparalleled power of brand distinction, and you’ll stand out and stand alone and stand the test of time.

    Scott Deming

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  • Should Your Brand Embrace Social Issues? | Entrepreneur

    Should Your Brand Embrace Social Issues? | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    In a recent LinkedIn poll of mine, I asked my audience, “How likely are you to engage with a brand that actively supports a social issue?” You may or may not be surprised to learn that over 3,000 votes were “very likely.”

    With the digital landscape evolving at a rapid pace, consumers are not focusing their search strictly on products and services – they are also seeking to connect with brands that share their values and support social causes. As a result, many businesses find themselves asking a crucial question: “Should we embrace social issues and integrate them into our brand identity?”

    Together, let’s dive into the complexities of this decision, exploring the potential benefits and challenges of aligning your brand with social issues.

    Related: Consumers Demand a Stance on Social and Political Issues. Are You Ready to Speak Out?

    Building stronger connections with consumers

    Purpose-driven branding has emerged as a powerful marketing strategy that resonates with modern consumers. By aligning your brand with social issues, you demonstrate a commitment to making a positive impact beyond profits. This approach fosters emotional connections with your target audience, leading to increased brand loyalty and advocacy.

    Consumers seek to engage with brands that stand for something meaningful, and this approach appeals to emotions, creating a sense of trust and admiration for your brand. It strengthens brand loyalty as like-minded consumers join your cause and become advocates.

    However, authenticity is crucial. Consumers can detect insincere attempts at purpose-driven branding, which may lead to reputational damage. To succeed, ensure that your commitment to social issues goes beyond marketing rhetoric and is deeply embedded in your brand’s culture and practices — more on this below.

    Related: 10 Things Entrepreneurs Never Want to Talk About, But Should

    Retaining like-minded employees that drive results

    Embracing social issues goes beyond its impact on customer relationships — it can also significantly influence a brand’s ability to attract and retain top talent. With the job market being more competitive than ever, employees (especially the younger generations) place a strong emphasis on finding purpose and meaning in their careers.

    Their focus is on seeking opportunities that align with their personal values and offer not only financial support but also mental support. When your brand is actively associated with the employee-first mentality, you’re likely to resonate strongly with these job seekers.

    It has been shown that when a company makes an effort to stand for social causes and contribute to positive change, it sends a powerful message about its core values. This, in turn, attracts employees who are not just seeking a job but are eager to be part of something greater, where they can contribute to initiatives that matter to them on a personal level.

    When companies embrace these issues, it not only attracts talent but also plays a role in retaining these employees, thus saving the company time and money.

    Employees who feel that their contributions positively impact society are more likely to be motivated and loyal to the organization. Brands that prioritize social initiatives enhance their reputation and create an internal culture that attracts and retains loyal and eager individuals.

    Related: How to Build Reputation in an Industry From Scratch

    Navigating the challenges of social issue alignment

    While embracing social issues can bring numerous benefits, it also comes with potential challenges that require careful consideration. Let’s review some of the key factors to bear in mind.

    Authenticity matters – Consumers are becoming increasingly discerning and can spot disingenuous attempts at social issue alignment. Ensuring that your brand’s commitment to the cause is genuine and backed by tangible actions is essential.

    This means continuing to make your stance known all year long. For example, it would be a bad idea to advocate for Pride Month but not mention the importance of inclusivity in your marketing after June. To reiterate the above, these issues must be a part of who you are as a brand.

    Potential backlash – Publicly aligning with certain social issues may invite backlash from individuals or groups who hold differing opinions. Thoroughly research the issue and assess its alignment with your customers’ values before taking a stance. And, when this backlash comes (and it will), don’t backtrack. If it truly aligns with what you stand for as a brand, stick with it.

    Bud Light is a perfect example of this. After the company partnered with the transgender influencer Dylan Mulvaney, it sparked major backlash and boycotts from many of its customers. Despite this scrutiny, Bud Light stayed true to its values and stance on the issue.

    Avoid bandwagoning – This refers to using social issues merely as a marketing ploy without meaningful action behind them. Ensure your brand’s commitment extends beyond lip service and is reflected in concrete initiatives and partnerships.

    Striking a balance

    While embracing social issues can be a powerful tool for connecting with consumers, brands must exercise caution and find the right balance. Not all social issues will seamlessly align with a brand’s identity or core values, and attempting to address every possible cause can dilute the brand’s message and authenticity.

    Instead, the key lies in identifying the issues that genuinely resonate. Conducting thorough research and soliciting feedback from both internal stakeholders and the target audience can aid in identifying the most relevant and impactful causes.

    Brands should consider partnering with reputable nonprofit organizations or dedicating resources to projects that directly address the identified issues. Transparency in these efforts is crucial, as consumers value authenticity.

    While embracing social issues can be a compelling strategy for brand-consumer connection, it requires a careful and balanced approach. Brands must be selective about the causes they associate with, ensuring alignment with their core values.

    When executed thoughtfully, brands can create a profound and lasting impact while strengthening their relationship with consumers who share their values.

    Christopher Tompkins

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  • What to Do When a Personal Brand Clashes With Corporate Reputation | Entrepreneur

    What to Do When a Personal Brand Clashes With Corporate Reputation | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    Personal branding is experiencing a universal moment. We are seeing people from all walks of life building their visibility, promoting themselves both online and offline. Once reserved for those of us looking to monetize side gigs, personal branding has since become a mainstream endeavor. Research shows that people who are “able to discover their own points of competitive differentiation and creatively turn them into compelling narrative and imagery, while doing that strategically and socially-appropriately, have greater chances of professional success.” A personal brand can open doors to internal mobility, unlock new career opportunities and even lead to greater career satisfaction.

    Employees from all walks of life are following the likes of Gary Vee to learn how to build their own personal brands and leverage social media effectively. And yet, many are fearful and hesitant. They are fearful not only of doing it wrong thus damaging their careers, but they are actually concerned that their pursuit of increased visibility will ring loud alarm bells across the HR team and the executive offices of the company that employs them. No surprise there! Disparaging language when discussing personal branding continues to prevail. Look at this BBC article which refers to personal branding as an act of “touting oneself,” in turn positioned as being at odds with company loyalty. Talk about being out of touch with modern reality.

    Related: How to Understand Corporate Branding vs. Personal Branding for Success

    The tension between personal branding and corporate fallout

    Articles with their disparaging language aside, employers’ concerns can definitely be worthy of empathy. After all, employee-related scandals can easily go viral, whether it’s in the private or the public sectors. In the era of social media and our shared love for a juicy story with a dramatic plot twist, what an employee says or does can quickly come under scrutiny and even quicker cast a shadow on the employer and their reputation. As a result, organizations are crafting what they believe to be iron-clad social media policies, blocking access to social media platforms from office equipment and quite frankly employing some of the stringiest methods aimed at mitigating potential reputational risk.

    This tension between personal branding and corporate fallout isn’t unique to the cubicles of corporate America. Even sectors that traditionally thrive on individual expression, such as the entertainment industry, are not immune to the challenges and pitfalls of personal branding.

    Cue in the most recent Disney drama surrounding the Snow White remake of its age-old classic. News outlets and vloggers across the continent are sharing clips of the actor hired to play Snow White positing that her off-putting demeanor, unlikeable behavior and questionable statements are damaging the movie’s chances of box-office success. Here we’ve got an actor speaking her mind and freely expressing her opinions about the remake versus the original version, expressing her disdain for the original and feeling that she is doing her best to promote the remake. In her mind, she is likely simply sharing how wonderful the new version is going to be. Yet, as a result, Disney’s executives are predicted to be having emergency meetings to damage control. A clear case of a personal brand gone rogue!

    Related: Why Investing in Reputation Management is Crucial for Your Business Strategy

    So, what can we learn from this?

    What policy can we draft as employers, or how can we make sure that our own personal brands are not blamed for the reputation crises of our employers?

    The simple answer is this: We cannot.

    You see, unless we condone the cancellation of the First Amendment right and believe that people must be censored for the greater good of their employers, these situations will continue to occur. But here are some tips to try and reduce the probability of this happening to you:

    1. Hire for shared values and not only for skill: Assemble a team that resonates with your organization’s ethos. Their alignment with your values is key to ensuring their personal brand doesn’t diverge from your organizational identity. And when you are looking for a job, do the same: Look to join an organization that shares your values and will thus be likely to align with your actions and behaviors.

    2. Be crystal clear with your brand positioning and your point of view, both as a corporate brand and through your personal brand: A well-defined brand narrative serves as a guiding star. When employees’ personal brands harmonize with your corporate identity, it’s a win-win. At the core of any brand — corporate or personal — lies a very clearly defined point of view.

    3. Don’t fight your employees’ personal brand-building efforts, but rather invest in training them to do it right: Educate your team about the nuances of personal branding. With the right training, they can navigate the digital landscape adeptly, projecting their individuality while safeguarding your brand’s reputation.

    Related: 7 Ways to Recover After a Reputation Crisis

    Most reputation crises occur because of a faux pas. These can be reduced, or perhaps even avoided entirely, through media training for your higher visibility employees and social media training for your whole team. Personal branding is here to stay and, as an employer, you can derive a multitude of benefits from having high-profile employees. They can help attract higher-caliber hires to your organization, as well as high-ticket clients. You should embrace your team members’ visibility and derive the value but equip them to do it right and to avoid saying or doing something that can be damaging both to you and to them.

    Personal branding is experiencing a universal moment, and it is not something we can curb. Let’s instead devise a strategy that will allow our employees’ personal narratives to unfold in harmony with our organizations’ tales, making for a story that captivates, rather than a subplot that becomes our demise.

    Marina Byezhanova

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  • How to Lower the Risks to Your Brand Reputation (and Build an Image that Wins New Business) | Entrepreneur

    How to Lower the Risks to Your Brand Reputation (and Build an Image that Wins New Business) | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    There’s little doubt about what brand reputation means to your business and your bottom line. In fact, how people size up your image and, ultimately, connect with your brand, whether online or in-person, is more important than ever.

    It often takes years to build an image that engenders trust and cultivates customer loyalty. Yet, all the work you put into that effort can be shattered in a moment, many times due to unforeseen events, missteps or even things out of your control.

    As an entrepreneur or business owner, safeguarding your company’s reputation is critical for what happens tomorrow and next week and for long-term sustainability and success. And tackling reputational threats typically means taking a proactive approach, lowering the risks to your brand’s reputation through planning, careful strategy execution, deep research and understanding of your audience and market.

    Below, I walk you through a few practical strategies to protect and enhance your brand’s reputation while maintaining the razor-sharp competitive edge you need to stand out in our fast-paced (sometimes perilous) business environment.

    Related: The Relationship Between Reputation and Brand

    Make customer satisfaction your top priority

    Whether selling cars or delivering meals, customer satisfaction is always at the heart of a strong and compelling brand reputation. That may seem obvious, but in today’s online-driven, review-happy environment, customers have more power than ever to share their experiences and generate conversations (good or bad) about your company. Keeping those discussions on the positive side starts by prioritizing exceptional products and personalized services that strive to exceed customer expectations.

    Building a customer-first approach involves several factors, including actively seeking feedback and listening to customer concerns. It’s also centered on addressing issues promptly and apologetically and providing satisfactory resolutions. Remember: happy customers are more likely to become brand advocates on the web, spreading positive word-of-mouth and contributing to your brand’s positive reputation. Pursuing a top-notch customer experience model is one of the best ways to generate that praise and cultivate trust online.

    Related: 7 Powerful Ways to Improve Your Brand Reputation and Recognition

    Keep it transparent

    Transparency builds trust with those your business relies on to thrive. Taking a transparent approach means being open and honest with customers, employees, stakeholders and the public.

    If mistakes or crises happen, it’s generally best to acknowledge them and take responsibility (if needed) as quickly as possible. Concealing or downplaying problems can lead to PR nightmares that often do even more reputational damage down the road.

    Instead, aim for transparency whenever possessive, and leverage that approach as an opportunity to showcase your commitment to integrity and accountability.

    Monitor online presence and respond to feedback quickly

    In our hyper-digital age, your business reputation can be influenced, swayed or even destroyed by what’s said online. Monitoring your online presence, including social media, review sites and forums, is essential for knowing what’s being said about your brand on the web and staying ahead of negativity and optimizing your crisis mitigation strategy. Responding proactively to customer feedback, both positive and negative, is also a must. Engaging with customers online shows that you value their opinions and are dedicated to providing a positive experience.

    Create (and execute) a crisis communication plan

    No matter how well-prepared your team is, online crises can attack anytime. Having a crisis communication plan in place allows you to keep things in perspective and take control of the situation before it snowballs into a major brand disaster.

    An effective crisis plan provides the chance to identify potential risks and scenarios that could harm your brand’s reputation and develop a clear protocol for responding to problems. A well-executed crisis communication strategy allows you to mitigate the impact of an adverse event while preserving your credibility with customers.

    Foster a positive company culture

    Your business reputation extends beyond just your products and services; it includes your company culture and how employees perceive and connect with your brand. Cultivating a positive and inclusive work environment that values employee well-being and professional growth is critical to strengthening your image among those you depend on and earning positive, reputation-enhancing ratings on popular employee sites like Glassdoor.

    A satisfied and engaged workforce is more likely to advocate for your business and convey positive company sentiment that resonates with customers and the public.

    Engage in Corporate Social Responsibility (CSR)

    Incorporating CSR initiatives into your business strategy demonstrates your brand’s commitment to social and environmental causes. Engaging in meaningful CSR activities benefits society and strengthens your reputation as a responsible and compassionate organization. It also shows many stakeholders (customers, employees, etc.) that you share their values and have a sincere, proactive investment in building a safe and healthy community.

    Related: 5 Ways Leaders Can Make Their Teams Happier and Healthier Without Spending Much

    Taking action and lowering risks provides a big advantage online

    Your brand reputation is an intangible but invaluable asset that requires careful attention and protection. Cultivating a compelling brand means taking a proactive approach that includes prioritizing customer satisfaction, taking a transparent tack to communication, monitoring your online presence, implementing an effective crisis communication strategy, fostering a positive company culture and engaging in CSR initiatives that lower the risks to your brand’s reputation.

    Consistent effort, integrity and a customer-centric approach will help you build a resilient and positive brand reputation that stands the test of time and propels your business toward long-term success in today’s competitive landscape.

    Adam Petrilli

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  • 7 Things to Know Before Launching a New Media Company | Entrepreneur

    7 Things to Know Before Launching a New Media Company | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    From sports streaming and YouTube video series to satellite radio and podcasting, the media industry now offers a vast and exciting landscape for entrepreneurs aiming to make a mark. And with the meteoric rise of digital platforms, content consumption is at an all-time high, resulting in more opportunities than ever to launch a media company, cultivate brand resonance and realize your vision.

    Yet, while a broad and dynamic media landscape brings a wealth of opportunity, it can also be highly competitive and often unpredictable. And to succeed in this rapidly evolving, often cutthroat environment, aspiring media entrepreneurs must come prepared, armed with knowledge and a creative vision and a deep understanding of trends, innovations and, ultimately, the target audience.

    Here are a few insights and practical tips for navigating the launch of a new media company and building a brand that stands out and connects over the long term.

    1. Establish your unique voice and niche early

    Having a unique and compelling voice is critical in a sea of content creators. Regardless of the format, building a successful, attention-grabbing media brand — something distinct, captivating and profitable — starts with uncovering your brand’s identity and value proposition and doing so early in the process.

    This means identifying what sets you apart from the competition and pinpointing your niche in the market. Whether you’re delivering thought-provoking documentaries, producing witty podcasts, or curating compelling lifestyle content, carving out a distinctive space will attract a loyal audience, especially those seeking something different.

    Related: 8 Tips That Will Help Your Storytelling Deliver

    2. Thorough market research is your foundation

    Before diving headfirst into your media venture, take time to conduct thorough research on the market and where it’s headed. Get to know the trends, gaps, and demands in your chosen niche, and don’t forget to analyze your target’s habits and pain points along the way.

    Arming yourself with this insight allows you to tailor your content to better meet your audience’s needs right out of the gate and position your media company for success beyond the initial startup stage.

    3. Embrace the digital

    The digital ecosystem is everywhere, offering a vast playground for aspiring media entrepreneurs of all stripes. Whatever your focus, embracing those dynamics is key to creating a relevant media enterprise and cultivating the strong online presence needed to connect with audiences across various platforms.

    From social media channels like Twitter and Instagram to video streaming services and podcast networks, always aim to diversify your content distribution and engage with your audience where they are most active. Be proactive and bring your brand to the audience.

    4. Don’t compromise on quality

    In the media industry, there’s no way around it: content is king. Delivering high-quality content that resonates with your audience is non-negotiable. Focus on storytelling, accuracy and authenticity in your content creation process. Embrace creativity and innovation to craft engaging experiences that captivate your audience’s attention.

    Remember, it’s quality content that drives organic growth. When viewers consume content they value and enjoy, they share it with their networks, providing a potentially powerful boost to your reach and brand impact.

    Related: How to Create a Brand Narrative That Inspires and Engages Your Audience

    5. Monetize strategically

    Monetization is an essential aspect of building a sustainable media business. Exploring diverse revenue streams that align with your audience and brand can provide a pillar of support that strengthens your brand and your bottom line.

    Traditional advertising and sponsorships tend to be viable options, but you might also consider subscription models, premium content offerings, events and merchandise sales. A well-balanced and strategic approach to monetization can provide your media company the financial stability needed to navigate challenges and, ideally, thrive.

    6. Harness the power of analytics

    In a competitive digital media market, data is often the lifeblood of any media company. Utilizing robust data analytics tools provides critical insights into audience behavior, content performance and market trends; they can also help you make more informed decisions, particularly when refining your content strategy and creating more personalized experiences for your audience.

    7. Cultivate brand advocacy

    Building a community around your media company is crucial for fostering brand loyalty and advocacy. Engage with your audience across social media platforms, respond to comments and actively listen to feedback. Encourage audience participation and create opportunities for user-generated content. A strong sense of community will turn viewers and listeners into devoted brand advocates, promoting your content organically.

    Launching a new media company can be an exhilarating journey, complete with amazing opportunities and no end of challenges. To succeed in such a competitive landscape, you must build your new venture on a solid foundation, supported by such vital pillars as a distinct and compelling voice, market research, digital diversification, value-driven content, a strong monetization strategy, data analytics and more.

    As an entrepreneur in the media industry, continuous learning and adaptability are vital. Stay attuned to industry trends and evolving consumer behaviors. Be prepared to pivot your strategies when necessary and remain passionate about your vision. By following these practical tips, you’re taking a critical first step on your media entrepreneurship journey, building a thriving media company that resonates with audiences and leaves a lasting impact on the world of content creation.

    Eric Weinberger

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  • 5 Reputation Strategies I Learned While Working with Celebrities | Entrepreneur

    5 Reputation Strategies I Learned While Working with Celebrities | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    C’mon, is there anyone out there who doesn’t think Kim K. and Pete D. were a curated love affair? Hollywood is full of set-up relationships and staged situations aimed at one goal: garner media attention. And the more attention, the better, because increased media attention translates directly to increased dollar value.

    Brand image is everything to a celebrity’s career. When the image is positive, it can influence everything from box office share to book sales, from what tequila flies off the shelves to what paint color is all the rage. One utterance of a coined term can go viral within hours. One sighting of a piece of clothing on a certain someone can catapult a design star overnight.

    But when a celebrity brand takes a hit, it can be devastating. It isn’t always — some reputations prove more resilient than others, but if the damage is great enough, fans and followers will knock you off the pedestal as quickly as they hoisted you up there.

    In my 15-year career in PR, I’ve worked with various celebrity types, including influencers, A-listers and corporate bigwigs. A crisis can pop up at any time, especially in today’s hypersensitive cancel culture, and that’s when more than just a hastily tweeted apology or lying low for a while is called for. That’s when it’s time for a crisis expert to step in with some strategic moves that have the power to move the needle in the direction you want it to go.

    Here are some of the tried-and-true methods that have gotten my clients out of hot water when it threatens to scald their reputations permanently.

    Related: Why Investing in Reputation Management is Crucial for Your Business Strategy

    1. There’s always a scapegoat

    In every narrative, there has to be a villain. And your job is to make sure the villain isn’t your client. Case in point: When I handled a celebrity divorce, the famous one, my client (the husband), was getting raked over the coals for some silly choices and behaviors — he seemed like the bad guy in the story, but really, his not-well-known wife was the one cheating.

    We documented everything meticulously and were able to back up our claims of her infidelity; in the process, we pointed the blame where blame was due and salvaged his career. We didn’t make the wife the scapegoat; she was the scapegoat. But the public didn’t know that until we told a more accurate story than the one that was initially circulated.

    Related: How to Turn Failures Into Wins As an Entrepreneur

    2. Someone is pulling the strings for the other party, so you’d best have someone doing the same on your side

    People work hard to build a life, a name or a brand. An insurance policy is needed to ensure they don’t lose it all at the whim of public fodder. A publicity specialist is that insurance, operating behind the scenes to move pieces into place and leverage connections to rewrite a narrative heading south.

    PR firms are often hired for just this purpose alone — for on-call crisis management and nothing more — because it’s far better to have already an established relationship with an expert in your corner than to seek out a stranger once a crisis has arisen frantically.

    I remember a story that was about to break about a client of mine that would have reflected poorly on him because of a bit of misinformation. Because I already knew and trusted him quite well, I believed his account of things. I picked up my cell phone, called the CNN writer, and got the nonfactual information edited out from the story. If I didn’t have that in with CNN, my client’s career could have suffered greatly.

    3. Use the press to your advantage

    The press can be your enemy, but it can also be your friend. It’s its own form of gossip mill and works in quite the same way. You know how bad news can spread like wildfire when the media sinks its teeth into a juicy story? Well, the opposite is equally true: Good news can be canvassed far and wide if you have a worthwhile story to tell and get it out there in time.

    If there’s anything the PR community has learned in this day and age of big-name and big-brand crises plastered all over social media, it’s that narratives have power. On behalf of your clientele, you need to tell the narratives they want to be publicized. The press literally follows celebrities around everywhere. It’s just as easy to get them to snap a shot of your client speaking at a charity brunch as it is to get a shot of them sneaking out of a late-night club bleary-eyed. Book the photo op. Get the views. With enough views, a new story is written.

    Related: 5 Ways to Make Journalists Actually Want to Publish Your Brand’s Stories

    4. Know when to hold them and when to let them go

    All this said, there is a time and place to sit tight and wait things out. Strategizing is one thing, but smart management is another. When someone’s sizzling in the flames of bad press, that’s not the time to open their new restaurant or launch their new fragrance. Wait until the fire has died down but isn’t completely out — when your client is still a hot object of media attention but no longer the catch of the day — and then have them rise from the ashes.

    5. Listen, learn and do NOT repeat

    Helping someone out of a pickle once or twice is to be expected when you manage reputations. Anyone can get into a bit of trouble over almost anything these days. But if a client keeps making the same mistakes, you can either choose to cut them loose, or you can firmly guide them to stop pushing the repeat button!

    Attend to what’s being said about a public figure or brand; learn what you can from how these reports affect (or do not affect) your interest; and then, at almost all costs, avoid getting in hot water again. The easiest way out of a sticky situation is to not get into it in the first place.

    PR is an art, not a science, and like any art, you can get training in it to learn how to draw your own portrait, paint your own scene and write your own script. With media training and advice from publicity veterans, you can get ahead and get in front of the story — the story you want to tell.

    Emily Reynolds Bergh

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  • How to Enhance and Protect Your Online Reputation | Entrepreneur

    How to Enhance and Protect Your Online Reputation | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    In today’s digital landscape, your online reputation holds immense power. It can shape perceptions, influence decisions and impact your personal or business success. According to recent statistics, 88% of consumers place as much trust in online reviews as they do in personal recommendations. Furthermore, nearly 3 out of 4 consumers tend to trust a company more if it has positive reviews.

    Whether you’re an individual, entrepreneur or organization, here are some actionable insights and proven techniques to help you navigate the digital realm with confidence, ensuring a positive and influential online presence.

    Related: Why You Must Monitor Your Online Reputation Before it Hurts You

    Utilize automated reputation management software

    Automated reputation management software empowers businesses by saving time and resources spent on monitoring their digital footprint manually. These innovative tools are designed to monitor your digital presence across various platforms while alerting you of instances that require attention or action.

    Using such technology allows for a more proactive approach when addressing potential issues, ensuring rapid responses to negative feedback and mitigating damages before they escalate. These tools also provide comprehensive insights into what people say about your brand or business throughout social media channels, review sites, blogs and even forums where discussions take place.

    By leveraging cutting-edge automation features offered by AI-powered reputational management systems, like sentiment analysis and trend identification, it becomes easier than ever to gain a holistic view of how consumers perceive your business. This invaluable input empowers you with actionable intelligence, so you can make decisions quickly based on accurate findings rather than guessing games rooted merely in opinions and conjecture.

    Develop a multi-pronged approach to online engagement

    Focus on diversifying your presence across various digital platforms. This means going beyond social media networks like Facebook, Twitter, Instagram or LinkedIn and exploring niche forums that cater to your target audience’s interests as well! Participate actively within these communities to create a strong digital presence while also establishing yourself as an authority figure.

    Your content strategy plays a significant role in promoting sustained engagement. Keep it fresh by sharing articles with actionable insights and thought-provoking perspectives from industry experts alongside visuals such as infographics or videos demonstrating product features. Another key aspect of enhancing customer experience lies in personalizing interactions. Learn about their preferences through regular surveys for a better understanding of their buying behaviors, which will help tailor promotional offers accordingly, making them feel valued and heard.

    In addition to focusing on your existing clientele base, you should also remember potential prospects. Harness the power of referral marketing and encourage your satisfied customers to spread the word about your business offerings. This will inject enthusiasm into their acquaintances who might try out your services themselves.

    Related: 4 Ways to Protect Your Company’s Online Reputation

    Leverage search engine optimization (SEO)

    SEO plays a crucial role in enhancing and safeguarding your online reputation. As a small business or SME, you might not have the budget for an in-house SEO team, but this is where white-label SEO can be beneficial.

    Focus on creating high-quality content that aligns with your target audience’s interests to maximize the benefits of SEO. By providing valuable information, you build trust among potential customers while increasing organic search visibility.

    Stay up to date on relevant industry trends to create engaging articles and blog posts that respond to popular queries people may have about products or services similar to yours. Incorporating keyword research into your strategy ensures better indexing by search engines like Google, which improves rankings for targeted terms related to your business niche. To further optimize website pages, incorporate title tags, meta descriptions and image alt-texts, as well as internal links within the site structure.

    Be proactive and see trends early on

    Staying ahead of the curve allows you to take appropriate actions, making it easier for you to maintain a positive image. To achieve this, make it a habit to monitor social media platforms regularly. Engage with customers by addressing their questions or concerns promptly, as responsiveness can create goodwill even when issues arise. Also, keep an eye out for emerging topics within your industry so that relevant content can be shared or produced timely across various digital channels.

    Studies show that 88% of consumers are more inclined to choose a business when they witness the owner actively engaging with reviews, regardless of their sentiment.

    Google Alerts is another useful tool; set alerts based on keywords related to your brand name or business niche. This enables receiving real-time notifications concerning news articles or discussions involving these terms, letting you stay informed about potential threats before they escalate into significant problems. Another essential aspect involves observing social listening tools like Mention or Hootsuite Insights, which help identify emerging patterns within audiences’ conversations surrounding particular topics before they gain mainstream popularity.

    Collaborate regularly with influencers who resonate best among target demographics, ensuring their values align seamlessly with yours. Boosting credibility through third-party endorsements this way benefits brands immensely when it comes to preserving an unblemished digital standing overall throughout ongoing years and beyond.

    Related: How to Create (and Keep) a Winning Online Reputation

    Invest in cybersecurity solutions

    Cybersecurity tools act as a shield, safeguarding your sensitive information from cybercriminals while maintaining the integrity of your brand’s digital presence. With threats continuously evolving, keeping up with cutting-edge security measures is no longer an option, but rather a necessity.

    When selecting the right cybersecurity solution for your business or personal use, consider factors such as reliability and capabilities specific to tackling emerging risks like smart camera vulnerabilities. Additionally, select security tools with features addressing specific concerns, such as data encryption and safeguarding sensitive information from unauthorized access or leaks.

    As the digital landscape continues to evolve, it’s paramount that you stay ahead of your online reputation in 2023 and beyond. Staying on top of trends, using reliable tools for monitoring and being proactive about responding can help keep any negative feedback from proliferating.

    Sonu Yadav

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  • How to Stop Your CEO’s Reputation From Hurting Your Business | Entrepreneur

    How to Stop Your CEO’s Reputation From Hurting Your Business | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    When I first moved to the “dark side” — an ominous phrase used by my journalism peers to describe transitioning into public relations — the media landscape was different.

    At the time, the only way to reach a mass audience was to get your news picked up by one of the handful of media outlets that had a monopoly on reaching the mainstream public.

    As such, CEO communication was standardly delivered through spokespeople — a PR pro would craft a message on behalf of the CEO, then distribute it to the appropriate editors and producers. Removed from the complex world of optics, a CEO’s reputation was neatly wall-gardened by this process.

    Those days are gone. Widespread adoption of social media has given every employee, customer and investor a virtual window into the operations of the businesses that interest them and the lives of the executives who run them.

    Recent research shows 82% of employees expect business leaders to use social media to communicate about their company’s mission, vision and values — and by a ratio of four to one, prefer to work for a CEO who uses social media compared to one who does not.

    Just as the landscape has shifted, so has the role of the CEO. No longer can a company’s top executive be expected to operate without active participation in company communication. Yet, many leaders, particularly those in legacy industries like finance and law, haven’t adapted to modern expectations. The recent Silicon Valley Bank collapse was a shining example of how not investing in an executive communication strategy can literally kill a company.

    Amidst company leaders going viral for callous and unsympathetic communication, here’s how to make sure your CEO’s reputation is helping, not hindering, your company.

    Related: Creating a Brand That Drives Your CEO Reputation

    Build an online presence

    Privately held or not, we’ve entered the era of building companies in public. Every person your CEO interacts with has an opinion and a social media channel to share it on. As such, building an online presence for your CEO isn’t a vanity project — it’s reputation management.

    When leaders aren’t intentional about creating an online thumbprint, the narrative around who they are and what they stand for is left to Google’s evolving algorithm. In the absence of an executive content strategy, a negative tweet, poor customer review or inaccurate press quote may be the first impression your CEO is making online when stakeholders do an online search.

    Platforms like LinkedIn and Twitter impact search rankings and if properly leveraged, can build virtual communities that result in real-life business opportunities. But don’t pawn your CEO’s social media presence off to an inexperienced employee. Building a personal brand for your CEO involves tapping into their personality and lived experience to create content that aligns with the strategic objectives of the company and speaks to the needs of the audience they are targeting — a complex process that requires support from a seasoned executive communications consultant who can also caution against communication that could lead to an issue or crisis.

    Considering four out of five investors use digital media to make an investment decision, having a strong online profile for your CEO can not only improve optics, but it can also help land funding, sales and strategic partnerships.

    Related: 6 Data-Backed Reasons a CEO Should Take the Time to Build a Strong Personal Brand

    Empathize with the needs of stakeholders

    In recent months, we’ve seen several CEOs go viral for the wrong reasons. Andi Owens, the CEO of MillerKnoll, an American furniture company, became web-famous when a video of her unsympathetically addressing her employees’ concerns was uploaded to social media.

    In the video, Owens, who made $5M in 2022, lectured employees — the average of whom made $44K — to focus on sales over personal compensation. Owens made a sin many CEOs and company leaders make on a regular basis: She failed to empathize with the needs of her stakeholders.

    Before a CEO puts out any form of sensitive communication, it’s important to anticipate the questions the audience might have and gauge sentiment around the topic. Often this can be done by distributing an anonymous survey in advance to solicit candid feedback from the target group on the topic and how it affects them. When you’re not attuned to the needs of your stakeholders, you’re less likely to respond with the information that’s most important to them — or worse, offend them or raise concerns. This can cause irreparable damage to your business.

    One of the best ways to stay in tune with your stakeholders’ needs on an ongoing basis is to create pathways for two-way communication. In the digital age, social media can be one of the most efficient tools for monitoring public sentiment and staying engaged with your stakeholders.

    Related: How to Build a Reputation That Leads to Success

    Don’t be afraid to build in public

    In working with CEOs for nearly two decades, I’ve noticed one common hesitation when it comes to speaking publicly on a trending topic: “My company hasn’t perfected that, yet.”

    While having mastered a solution to a widespread challenge is nice to have, it’s not necessary to have a point of view on it. Building in public — the idea of openly sharing challenges, learnings and personal reflections as they occur — can be an effective way to humanize a company leader and build a community around their online profile.

    Building in public doesn’t mean you have to operate with radical transparency, but you do have to be willing to test out ideas and solicit stakeholder feedback publicly. Sharing an op-ed, newsletter or thoughtful LinkedIn update gives a CEO a high level of control over their narrative, and if done strategically and consistently, can be an effective way to establish their purpose and intention.

    Building a personal brand isn’t a traditional part of being a CEO, but in the age of algorithms and viral videos, it is becoming a prerequisite.

    The good news is, company leaders don’t have to be charismatic or even comfortable with public speaking to build a public profile, they just need to be intentional and strategic about their online reputation. By investing in an executive communications strategy, CEOs are better positioned to protect their reputations and those of their companies, through the ups and downs of business.

    Jennifer Maloney Adab

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  • How to Create a Brand Narrative That Inspires and Engages Your Audience | Entrepreneur

    How to Create a Brand Narrative That Inspires and Engages Your Audience | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    Once upon a time, in a world full of competition and noise, there was a business owner who struggled to stand out from the crowd. She had a great product, a talented team and a passion for what she did. But in a marketplace full of lookalike brands and forgettable messaging, she knew that something was missing. That’s when she discovered the power of business storytelling.

    By crafting a narrative that conveyed her brand’s values, mission, and unique selling proposition, she could build a loyal following that went beyond the features and benefits of her offerings.

    In this article, we’ll explore the art of business storytelling and how you can use it to create a brand narrative that inspires and engages your audience.

    The art of business storytelling

    The art of business storytelling involves using narrative techniques to create an interesting brand story that resonates with your audience. You can create a brand narrative that not only captures your audience’s attention but also inspires them to take action. A well-crafted story can help you stand out from the competition, build trust with your customers, and create a loyal following.

    Related: 5 Steps to Craft a Story That Hooks Your Audience Every Time

    How to find your brand’s story

    To create a compelling brand narrative, you need to start by identifying the core values, mission and vision that drive your business.

    What makes your brand unique? What impact do you want to make in the world? Answering these questions will help you uncover the story that will resonate with your audience.

    One way to do this is to use the hero’s journey framework, which is a time-tested narrative structure that people have used in myths and stories throughout history. By applying this framework to your brand’s story, you can create a narrative that engages and inspires your audience.

    But to be truly effective, your brand story needs to be authentic. It is crucial that you include your values, mission and vision in every aspect of your business, from your marketing messages to your customer interactions. Customers can sense when a brand is being disingenuous or inauthentic, and that can lead to a loss of trust and loyalty.

    Crafting your brand’s story

    Once you’ve identified your core values, mission and vision, it’s time to craft a narrative that resonates with your audience. Let’s look at the hero’s journey framework.

    The hero’s journey is a narrative structure that involves a protagonist who faces challenges, overcomes obstacles and emerges transformed. By applying this structure to your brand’s story, you can create a narrative that engages and inspires your audience. Here’s how to do it:

    1. Start with the call to adventure: This is when the hero is called to action and sets out on their journey. For your brand’s story, this might be when you first realized the need for your product or service.

    2. Introduce the challenges and obstacles: No hero’s journey is complete without challenges and obstacles. For your brand’s story, these might be the setbacks and struggles you faced along the way.

    3. Show how you overcame the challenges: The hero’s journey is ultimately about triumphing over adversity. For your brand’s story, this might be the moment when you finally found a solution to the problem you were trying to solve.

    4. Reflect on the lessons learned: Every hero’s journey involves a transformation. For your brand’s story, this might be the lessons you learned along the way and how they shaped your values and mission.

    By using the hero’s journey framework, you can create a narrative that resonates with your audience and creates an emotional connection.

    Related: How to Build a Brand Story That Buyers Emotionally Connect With

    Many examples of brands have successfully used storytelling to build a loyal following. The story of Apple is a great example of how a hero’s journey can create a story that resonates with audiences and inspires them to action. In the early days of the company, Apple was a startup trying to break into the personal computer market. But Steve Jobs saw something bigger — a vision for a company that would change the world. He cast himself as the hero of the story, setting out on a journey to build a company that would challenge the status quo and revolutionize the way we interact with technology.

    In Jobs’ telling, the call to adventure came as a meeting with Xerox PARC, where he saw a prototype of a graphical user interface that would change the way we interact with computers. Jobs recognized the potential of this technology and set out to build a company that would make it accessible to everyone.

    Along the way, Jobs faced challenges, and obstacles that threatened to derail his vision. Apple fired him, the company he co-founded, and had to start over with NeXT. But he never lost sight of his mission and eventually returned to Apple with a renewed sense of purpose.

    Through it all, Jobs remained true to his values and vision, and created a company that changed the world. Today, Apple is one of the most valuable companies in the world, known for its innovative products and design-driven approach.

    Another example, Nike’s “Just Do It” campaign is a classic example of a brand using an interesting narrative to connect with its audience. The company built the campaign around the hero’s journey framework, with the call to adventure being when the hero decides to take action, the challenges being the obstacles that stand in the hero’s way, the overcoming of challenges being when the hero chooses to “just do it,” and the lessons learned is the idea that anyone can be a hero if they dare to try.

    In conclusion, crafting an engaging brand narrative is essential in today’s competitive marketplace. By identifying your core values, mission, and vision, using the hero’s journey framework, and making your story memorable, you can build a loyal following that will stick with you through thick and thin.

    Divya Parekh

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