First impressions matter for a lot. Not just in our personal lives, where we often rely on social cues to form opinions of others, but in business as well. Whether in a radio or digital ad, a piece of packaging, or an earned media mention, your customers’ first encounter with your brand could prove decisive.
“Because information spreads faster than wildfire these days, customers form opinions very quickly,” says Steve Streit, an investor and entrepreneur who helps other founders build and scale businesses in a variety of technology verticals.
Streit advises his portfolio companies to learn as much as possible about their audiences and be as responsive as they can to their preferences. At the same time, he reminds founders not to focus on image management at the expense of product development and other critical aspects of running a startup.
Threading that needle is difficult, but it can be done. Here’s where to focus your efforts.
1. Be a Visible Presence in Your Local Community
Local advertising is its own form of image management, experts say.
“Advertising locally enables small businesses to build brand awareness, generate sales, and create community connections,” says TEGNA’s Meredith Cunningham.
You won’t convince everyone you reach to become a paying customer, let alone a raving fan of your brand. However, merely by putting your name out into the world, you’ll ensure you’re “in the conversation.” In competitive markets, this can make the difference between enduring success and rapid failure.
2. Donate to National & Global Causes You Support
Many larger companies donate 1% of their pre-tax revenue to charity each year, according to Groundswell. When you’re small and revenue-light, this won’t amount to much. Then again, your audience will understand that you have only so much to give.
As you grow, you can scale up your giving. You’ll have more opportunities to tell folks about why you choose to give to this or that organization, as well. By lifting up the stories of those you’ve helped, you’ll add to positive perceptions of your brand.
3. Volunteer Your Time As a Coach and Mentor
Donating your personal time can also boost your company’s image (and your own as a leader). It often makes the most sense for startup founders and business leaders in general to volunteer their efforts as business coaches or mentors, helping less experienced entrepreneurs and executives.
By the way, volunteering has benefits other than boosting your personal and corporate image. For example, a recent study found as little as two hours of volunteering per week improves well-being and quality of life. That’s a pretty good use of your time!
4. Offer “Pro Bono” or Discounted Products and Services If It Makes Sense
Another simple way to improve public perceptions of your brand is to offer free or discounted products or services to deserving groups. For example, you could offer a 10% discount on eligible products to teachers, first responders, military service members and others you want to “thank” in this way. Or, if it aligns better with your business model, you could “donate” a certain number of consulting hours each month or year.
Protect Your Rep
A reputation is difficult to build and easy to break. Once damaged, it’s much more difficult to repair.
Fortunately, despite massive changes in how customers receive information and make decisions, we have a very strong understanding of the basics of business reputation management. Using these insights from Steve Streit and other experts, you and your team can do what’s necessary to nurture and protect your brand while investing in its future.
