The employees as brand takers
Posted: Sun Apr 06, 2025 8:52 am
3. Celebrate successes – and not just internally
An enthusiastic customer or a complimentary tweet: you don't have to keep the positive sounds from the previous tip to yourself. Show that you are achieving success. This can be a success story from a customer, but also a good review. Coolblue has even come up with a format to stimulate customers to write high-quality reviews. They regularly highlight the best or nicest review on the website.
4. Not just react proactively, but be proactive
Being proactive, such as responding to positive messages that don’t directly mention you, is one thing, but being proactive is actually just as important. Take control and share knowledge about your market by creating your own content, such as blogs, whitepapers, videos or infographics. Not only a positive way to get into the spotlight (“Hey, he knows his stuff!”), but also a strong move to position yourself as a thought leader.
Employees are the best brand ambassadors. They give the company behind the brand a face and can convey your brand message in a transparent and credible way. This employee advocacy is therefore of great value to your reputation. It goes much further than just sharing corporate content. Authentic tweets or posts turn an employee into a brand taker. For example, Bol.com has given its employees their own hashtag. With #bijbolcom, employees post all kinds of content that contribute to the branding of the company. And that industry email list strengthens Bol.com's reputation.
Protect and strengthen your reputation
Good reputation management therefore has two objectives: protecting and strengthening your reputation. Objectives that always go hand in hand and must fit seamlessly within your communication strategy.
And if the reinforcement doesn't work for a while? Or something goes wrong? Then you can always switch to damage control .
Social media make it visible to everyone how a company is being talked about. This can have a major impact on reputation. A complaint can develop into a crisis, a crisis can lead to a bad reputation and a bad reputation costs a company money. More and more companies feel the need to do reputation management, or protecting the brand. However, you are doing it a disservice if you only use it to protect reputation. That is why I will highlight strengthening reputation in this article.
An enthusiastic customer or a complimentary tweet: you don't have to keep the positive sounds from the previous tip to yourself. Show that you are achieving success. This can be a success story from a customer, but also a good review. Coolblue has even come up with a format to stimulate customers to write high-quality reviews. They regularly highlight the best or nicest review on the website.
4. Not just react proactively, but be proactive
Being proactive, such as responding to positive messages that don’t directly mention you, is one thing, but being proactive is actually just as important. Take control and share knowledge about your market by creating your own content, such as blogs, whitepapers, videos or infographics. Not only a positive way to get into the spotlight (“Hey, he knows his stuff!”), but also a strong move to position yourself as a thought leader.
Employees are the best brand ambassadors. They give the company behind the brand a face and can convey your brand message in a transparent and credible way. This employee advocacy is therefore of great value to your reputation. It goes much further than just sharing corporate content. Authentic tweets or posts turn an employee into a brand taker. For example, Bol.com has given its employees their own hashtag. With #bijbolcom, employees post all kinds of content that contribute to the branding of the company. And that industry email list strengthens Bol.com's reputation.
Protect and strengthen your reputation
Good reputation management therefore has two objectives: protecting and strengthening your reputation. Objectives that always go hand in hand and must fit seamlessly within your communication strategy.
And if the reinforcement doesn't work for a while? Or something goes wrong? Then you can always switch to damage control .
Social media make it visible to everyone how a company is being talked about. This can have a major impact on reputation. A complaint can develop into a crisis, a crisis can lead to a bad reputation and a bad reputation costs a company money. More and more companies feel the need to do reputation management, or protecting the brand. However, you are doing it a disservice if you only use it to protect reputation. That is why I will highlight strengthening reputation in this article.