Brand reputation may be one of your organization’s most critical assets. Online reviews and social media have made protecting it more difficult than in past ages. One wrong move or careless messaging campaign can go viral, causing people worldwide to think less of your brand. This translates to lost sales and can even cause companies to go under completely.

The best way to boost your brand is to create a loyal customer base. You want shoppers to identify your brand with good quality products and excellent customer service. This will lead to better online reviews and free word-of-mouth marketing that’s often more effective than anything your team could create.

If you’ve carefully built a good brand reputation, the last thing you want to do is derail it with poor reputation management or simple carelessness. And when it comes to reverse logistics and dealing with excess inventory, this matters too. You want to partner with legitimate companies who will protect your brand reputation. B-Stock has been in the liquidation sales business long enough to know how to guard your company’s good name.

Brand Reputation Management

Brand reputation management is an ongoing process of monitoring how people feel about your brand and making changes to steer the conversation toward the positive. Here are a few key elements you’ll want to consider.

Brand Messaging

The easiest piece of brand reputation to manage is the part that comes from within the brand. What is your brand’s voice? What do you have to say? Is your company relatable? Do your values align with those of your target audience? You must answer these questions and more to determine your brand’s message and whether it needs an overhaul.

You want a brand message that naturally connects your consumers with your products. Salesforce has an excellent primer on building an effective brand messaging framework to help you get started. The most critical piece of this puzzle is to be intentional about your brand’s message. Otherwise, you may wind up unintentionally offending or alienating your consumer base.

Social Media

Social media is one of the primary ways that we communicate today. For brands and businesses, it’s no different. If you’re not taking charge of your social media presence, you’re letting others write the story of what your brand is all about.

When engaging with your audience through social media, there are a few key considerations you should keep in mind.

  1. Communicate and inform, but don’t debate.
  2. Post relevant content that engages your audience.
  3. Respond directly to customer service complaints and give the customer a direct means to connect.

If you stick to these main points, you’ll be well on your way to a positive social media presence for your business. Need more details? The Altos Agency has A Guide to Brand Safety on Social Media that may answer all of your questions and concerns.

Customer Reviews

Next, you need to consider the reviews your customers are posting about your brand online. According to a survey by BrightLocal, half of the respondents would not be willing to shop with a business whose online reviews are less than four stars out of five. That’s a massive hit to your business if you’re not monitoring and responding to your online reviews.

Brands should never attempt to silence detractors, but by monitoring online reviews and responding in a timely and helpful manner, you can turn bad experiences into life-long customers. Perhaps you’ve seen a company reach out to a dissatisfied customer to make things right after a bad review. This type of response shows consumers that you care about customer service and are willing to go the extra mile to ensure consumer satisfaction.

Search Rankings

If you’re running a business today and haven’t learned the importance of SEO, you’re falling behind. Search Engine Optimization is how brands aim to boost their website to the top page of Google’s search results. Years ago, SEO was used to try to promote bad websites through keyword stuffing and other unfortunate business practices. Instead, today’s SEO experts create relevant content that communicates and engages with consumers in a way that search engine algorithms can appreciate.

Today’s consumers often search online before making a purchase from a new brand. Most click on one of the top three results they’re given. Few consumers actually browse all the way to the bottom of the first page of results. And since a better reputation means a higher ranking on Google and other search engines, good brand reputation management can lead to better brand recognition and website performance.

How B-Stock Helps

What does all of this have to do with a company that liquidates excess inventory? The way you manage your customer returns and excess inventory can make or break your brand’s reputation. With an eye on sustainability, consumers are paying more attention than ever before. Here are three key ways B-Stock can help you protect your brand’s name and reputation.

Vetted Buyers

When you liquidate inventory into the secondary market, you’re trusting the end buyer to properly handle your merchandise. Some platforms allow anyone at all to purchase liquidation inventory. This may lead to unscrupulous business dealings and poor customer experiences for the secondary buyer. With B-Stock, you’ll never have to worry about this.

We fully vet every buyer on our site. In fact, no one can bid on our online liquidation auctions without first proving that they are running a registered resale business. By partnering with us, you can access an extensive network of more than 500,000 secondary market entrepreneurs. These buyers are poised to remarket your unwanted inventory the right way.

Sustainability

Today’s eco-conscious consumers expect brands to be as invested in caring for the environment as they are in making a profit. The last thing you want is to be caught dumping returned merchandise in a landfill or destroying excess inventory that could be sold in the secondary market.

Fortunately, B-Stock liquidation auctions offer a sustainable and profitable alternative to inventory destruction. We can keep your inventory out of the landfills and give it a second life on the secondary market. Even broken or returned inventory can be remarketed, often used for parts or repaired by knowledgeable entrepreneurs.

Custom Marketplaces

For our enterprise clients, we offer custom marketplaces that feature your branding and brand messaging. Our private marketplaces are scalable and flexible, allowing you to set the rules and ensuring your brand is protected throughout the entire process.

Want to learn more about the benefits of B-Stock marketplaces? Check out the ways we helped top brands like Hanes achieve their liquidation goals.

Your Brand Reputation Matters

When you’re seeking a way to offload excess inventory, don’t trust your reputation to just anyone. Instead, partner with a company that has the reputation and knowledge to protect your good name. Contact B-Stock to request a demo today.

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