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QED: Has your brand got proof?

  • by Charlotte Howard
  • 20th Mar 2017
    • Branding, Strategy

QED (quod erat demonstrandum) is a Latin expression which literally translated means ‘Thus it is proved’.

To ‘prove’ something requires confirmation, that there’s real evidence to back up a claim.

Give your brand some proof

The inclusion of proven brand endorsements is significant for a brand’s authenticity. If you claim to put the customer first but customer feedback says otherwise, it is as plain as day that your claims are inauthentic and prospective customers can see it.

Business reviews can not only affect a company’s reputation, but can also financially impact their growth.

The proof is in the pudding (or the research…)

Igniyte produced a great piece of research into The Business of Reviews. They surveyed 1,000 companies across the UK to find out how conversations online were impacting their business, and found that a majority (51%) of companies had been affected by unsubstantiated online reviews.

This led to 18% of companies spending around £30,000 dealing with negative online content in 2014.The way to save the business this cost is effective online reputation management; creating crisis control strategies and building a respected brand.

Content that appears online which is defamatory towards a brand can have devastating effects, especially to smaller businesses who have less money to implement damage control. With brands now so accessible on social media, it’s almost too easy for an unhappy customer to air their grievances to a brand.

How do you react to negativity?

Sometimes, a negative outpouring can be emotionally charged, a riled-up reaction to a previous engagement with the brand. In this case, the best thing to do is listen, engage in a measured way and find a compromise. In a public arena, it’s important that other prospective customers can see a pro-active approach to righting any wrongs. However, gauge what requires a reaction and what is continuous aggression, and if necessary don’t be afraid to remove someone from your page.

Read more from Social Media Today on How to handle twitter trolls on your business account

Start building trust on your owned channels

Nielsen’s insight into Global Trust in Advertising found that 70% of global respondents completely or somewhat trusted brand-managed online channels. Your channels are (hopefully!) the first sites that show up on search engine results pages, and should be the first interaction a prospect has with your brand, so make it count.

Brand proof points situated on your owned channels should show your prospects that you are trusted to deliver your offer, and this can be proven through:

  • Case studies
  • Testimonials
  • Reviews
  • Free trials
  • Research
  • Awards
  • Certifications

Our Founder and Director of Strategy, Max Clark, wrote about where to start in building your proof points, taking into account using the best fit for your business offering.

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