Your brand is the reflection of your business, its image, and the reputation it has amongst your customers as well as the wider market in general. A well-built, trusted brand can propel your business to success, while any controversy affecting your public image can become a legitimately threatening crisis. As such, knowing where that brand risk can come from is important, and, for that reason, we’re going to look at some sources you may want to consider when considering how to protect your reputation.
Influencer Relationships Can Backfire
Influencers and talent agencies are playing an increasingly large role in marketing, with their mix of independent and endorsement content being able to amplify your reach significantly. However, if an influencer you’re partnered with behaves badly, misrepresents your product, or even is caught up in illegal or exploitative conduct with their audience, your brand can face public backlash or even legal consequences. To reduce risk, you should conduct thorough background checks, include morality and disclosure clauses in contracts, and retain approval rights over content.
Employees Behaving Badly
Your employees are not part of the team internally; they can represent the company publicly even when they’re not in uniform, especially in the age of social media. Inappropriate behavior, whether online or offline, can reflect poorly on your brand. Viral videos of poor customer service, offensive posts, or unethical conduct can quickly escalate into a PR crisis. A clear code of conduct, including a social media policy, can help you ensure that your employees are aware that this kind of behavior isn’t tolerated, helping you avoid the prickly position of having to choose between an employee and public trust.
Users And Your Platforms
While it might not affect most businesses, if you host a platform or provide services that allow users to express themselves, then you could face reputational damage and legal liability for the content they post. Whether it’s content that spreads hate speech, promotes scams, or violates laws as in the case of Alec Celestin, failing to act can imply complicity. To limit this risk, establish clear terms of service and community guidelines and use moderation tools, reporting systems, and content filters to monitor usage. It’s important to respond promptly to violations and document actions taken to enforce rules to show that you’re doing everything to fulfil your legal responsibility.
Be Mindful Of Former Employees
It’s not just your current employees that you have to be worried about. Disgruntled ex-employees and contractors can pose an ongoing risk to your brand’s reputation or confidential information. They may leak sensitive data, criticize your leadership, or share internal conflicts publicly. Ensure that your business is protected by strong exit protocols, such as non-disclosure agreements and revoking any access to internal data, especially the most sensitive kind, as soon as workers have left the company.
In reality, reputational risk to your brand can come from just about anywhere. Make sure that you’re carefully vetting all those you work with and putting strong policies in place as to how you deal with potential threats.
