The reputation of a brand is linked to a large part of its present success, especially if it is a company that is already internationally known for the quality of the products or services it offers its customers. In a way, reputation is like a fire that has to be nurtured continuously, with patience, and on certain occasions – in cases where the reputation is endangered by unforeseen incidents, or external factors – it has to be carefully preserved, taking care that it does not run out or go out altogether. There are many ways to build and consolidate a successful brand reputation. For some brands, especially historic brands, reputation is still closely linked to the quality of the product, and hardly needs to be strengthened by other interventions, such as those related to the communication of certain messages or values. In this case, the reputation has been consolidated automatically over the years, also thanks to word of mouth from customers and the construction, in the collective imagination, of an extremely strong brand image that is inextricably linked to what it markets, to the product, which for brands of this type constitutes the one and only atout.
The opportunities linked to digitisation
All other brands, and in particular newer companies, now have the opportunity to create a reputation from almost scratch, also using the formidable help offered by technology, digitalisation and, in particular, the new media of the present and future: social networks. Skilful management of social media can have a magnificent effect on a brand’s reputation, especially with younger audiences and all those young people who spend many hours a day on social media. A witty comment, a captivating story or even simply a particularly well-timed meme published at the right time can dramatically increase new audiences’ esteem for a brand, even making it possible to substantially change the overall perception of a brand by a certain segment of (possible) customers.
Generation Z is in fact much more sensitive than its predecessor to the quality of content posted on social media, including content posted by brands. A company capable of brilliantly managing its social profiles, in this sense, has the possibility of easily (and also quite quickly) inserting itself in the preferences of the youngest, thus conquering a slice of the market not thanks to the product, which must in any case be of excellent quality, but thanks to emotionally relevant content perceived as high quality by a certain category of consumers. A young person will naturally be more inclined to remember a brand by a funny or amusing comment that appears on the company’s social page, and maybe then shared or forwarded to all his friends via instant messaging systems, thus diverting his attention away from all those companies that instead propose a static and rather cold management of their social pages.
Nowadays, reputation is intimately linked to perception. It is a game that is mainly played online, through invisible mechanisms such as those regulated by algorithms, and with high quality content that is able to trigger pleasant feelings, such as appreciation, consideration, or even simply a motion of joy and amusement linked to a joke. Companies will have to pay great attention to community management, entrusting one or more people with the task of interacting with anyone who comments on posts published by companies. If the brand ignores all comments that appear on its page, the audience will almost certainly turn elsewhere. What is important is to establish real contact with one’s audience, an interaction as close as possible to communicative exchanges between human beings in the flesh.
The importance of quality content is also well known to gambling specialists, especially to all those portals that offer useful guides focusing on the registration of new users, the different game modes, allows players to feel as comfortable playing at home with different casino deposit methods, ready to have fun and enjoy a bit of healthy relaxation together with the best games on the net. All the games on the portal have in fact been carefully selected by the team of experts at the site’s disposal, made up of industry professionals with a great passion for the game, and therefore represent an absolute guarantee in terms of security and reliability, also in terms of payments.
What we offer our target audience is of paramount importance, especially today, in the swirling age of social media and seamlessly published content. Those who know how to entertain and excite, or even simply guide the user through an unforgettable experience, will have already won the game.