When facing challenges presented by the current economic context, the response of the companies with a certain degree of resilience was swift. They adapted their strategic positioning and searched for opportunities abroad.
Proof of this tendency to conduct business outside in order to balance deficiencies encountered in one’s own market can be found, for example, in the values for Portuguese exports of goods and services in 2013, which surpassed national and international forecasts.
The role of marketing in this evolution plays a key role when one considers the necessity for creating a reputation that acts as an element of contact between one organization and its key audience.
It is this vital character of the concept of reputation, more than simply talking about brands, which we should focus on, with the objective of maintaining an effective positioning when facing those we consider as our target audience and partners in the implementation of a successful strategy.
As a differentiating asset in a market with goods and services sharing identical characteristics, an organization’s reputation becomes the reason for being the preferred choice among consumers, for projects being approved and for renewed notoriety. For companies searching for new opportunities, reputation becomes an assurance factor enabling them to develop a profitable commercial strategy and implement projects in an agile and effective way.
It has become imperative to develop the image we present to those outside the organization. Despite the critical factor of the solutions we offer, transforming them into a link to an idealized communication guarantees that these acquire a double role.
This shift in attention from branding, the logo and the image means relegating support role elements that do not have a direct influence in creating an objective and clear reputation. With clearly defined positioning, the next step becomes one of consolidating a certainty in the mind of the consumer: a brand is a promise. Answering adequately to market expectations in what regards this promise is a fundamental condition necessary to create an idea of reputation within our audience.
More than ever we need to think in the long run, focusing on resilience and on our link with the market. Here, the value that reputation acquires is highlighted as a crucial element in a wider communication strategy, with the objective of transforming the organization into a recognized and readily accepted brand by its targeted audience.
Guest Blog by Marta Gonçalves, Managing Partner, Say U Consulting and member of the Evoke PR Network.