How can I change my company's image?

Question

I work for a payday advance company in a small town. The former manager has been going around and badmouthing us and now our image is really bad. We are not a bad company and I would like to change the image of our store. Does anyone have any ideas on how to do this?

Answer 1

If one person saying some bad things can ruin the entire image of the company it must be a really small town.  

Just some good advertising should fix your problems, get an ad with some customer reviews listed in it.

Answer 2

Everyone is giving you some pretty sound advice. One thing to keep in mind, however, as you attempt to rebrand yourself: make sure you have a clear idea of what kind of image you want to have.

Sure, customer testimonials, paid advertising, community sponsorships and a new corporate design may help change the public's view of you, but re-branding requires more than just that.

A Brand is a promise you make to your customers. So make sure you know what it is you are promising. If you are positioning yourselves as the friendliest folks in town, make sure it's a promise you can deliver upon. Too many companies make the mistake of promoting themselves as something they are not or cannot live up to.

Whatever your brand promise, the personality of your brand has to be lived and breathed by every employee, every day.

Also, make sure everyone in the company understands what the company is all about. Every employee should be able to deliver a 30-second explanation of who and what the company is about (in marketing, this is referred to as an "elevator pitch.") 30 seconds is short enough to remember, yet long enough to explain who you are and what makes your company different and better than the other guys. For example: "ABC Payday Advance is a locally-owned company that specializes in providing emergency loans to clients and customers of all backgrounds and income levels. We pride ourselves in providing emergency income solutions that are fast, fair and friendly. Because we are locally-owned, we believe in supporting our community and creating a better quality of life for the families and customers we serve."

I'm not saying that should be your elevator pitch, but it's an example of how you can create a short, easy-to-remember message that explains who you are and sets you apart from your competition.

In short, re-branding or changing one's image starts from inside a company.

Answer 3

Word of mouth is the most powerful form of advertising in the world. Unfortunately, a bad word is worth five points while a good one's only worth one. You've got your work cut out. Advertising in your local paper will only look like you're paying to repair the damage if those in your community think otherwise. I'd try a grassroots approach to fight fire with fire. Get involved in the community you serve somehow. Spread some good news about your business. Try to get some free press in the form of newspaper articles and such. It will take some time, but rebuilding your brand is possible. Good luck!

Scott from...

scottchaneywrites.blogspot.com