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<Img
img="/uploads/brandbook_a6258239d4.png"
alt="Brand Book and Why Your Company Needs It"
/> 

A strong brand represents stability and consistent business revenue. To create one, it's essential to maintain a clear visual identity and messaging across all channels, allowing your audience to form a unified image of your company. This is where a brand book comes in. This document outlines all aspects of your brand, including its core values and visual identifiers.

A brand book is particularly crucial for larger companies with numerous employees and contractors, where the risk of inconsistencies is higher. In such cases, standardized guidelines for online and offline platforms, as well as communications, ensure a cohesive brand style.

In this article, we'll explain why a brand book is essential and what it includes, along with guidance on creating such a document.

## What is a brand book and why it is required 

A **brand book** is a document that describes the unique aspects of a brand, including its ideology, values, communication guidelines, and rules for visual presentation.

A **corporate brand** book serves as a guide for all employees and contractors involved in marketing communications in the public domain. Its primary purpose is to maintain a consistent brand image across all platforms, making it easily recognizable to the audience.

Often, people associate a brand book with a set of visual design rules, including guidelines for the logo, fonts, color usage, and so on. However, such a document is commonly referred to as a style guide, which is just one part of the broader brand book.

### Why a company needs a brand book

A brand book is a tool that standardizes a company's visual and textual communication, simplifying marketing management. Typically used by marketers, designers, and other employees who engage with the audience across online and offline platforms, a brand book streamlines and expedites work.

Additionally, a brand book proves handy for business expansion, such as opening new locations or franchises. With consistent rules in place, it becomes easier to manage even remote entities.

Another advantage of an official brand book is the expedited onboarding of new employees. They always have access to information about the company's mission, communication strategies, and visual identity.

## What's included in a brand book

A brand book typically contains the brand's philosophy, description of visual identifiers, and guidelines for using the corporate identity.

### Brand philosophy

In this section, the brand's mission, values, tone of voice, positioning, character, target audience, and brand history are described. This section reveals the brand's identity - the unique features that set the company apart from others.

<Img
img="/uploads/bb_image_1_f0935eefde.png"
alt="Brand mission from Unicef’s brand book"
src="Brand mission from Unicef’s brand book"
/>

### Visual attributes

This section covers the logo (all its versions) and other distinctive brand symbols, corporate colors, variations of the brand name, as well as specifying brand fonts and any patterns that the company uses.

<Img
img="/uploads/bb_image_2_48f41da472.png"
alt="Options to use American Red Cross logo"
src="Options to use American Red Cross logo"
/>

### Guidelines for working with the corporate identity

This is the most extensive section of the brand book (style guide), which provides detailed explanations on how to use the brand's visual elements across different mediums and resources. It outlines acceptable variations in color and shape for graphic elements, the design of marketing materials, documents, product packaging, stands, and more.

To precisely define the corporate identity, the brand book even regulates minor visual details, such as sizes, proportions, potential backgrounds, and the distance between the logo and other objects, e.g., clear space.

<Img
img="/uploads/bb_image_3_3f4f01cd60.png"
alt="Clear space of Adobe Photoshop logo described in its brand book"
src="Clear space of Adobe Photoshop logo described in its brand book"
/>

## How to use a brand book

A brand book is a practical tool. Work with this document step by step:

1. Identify the issue you need to address and choose the relevant section where a potential solution can be found. *For example, you might want to know if it's permissible to translate the logo into black and white colors.* 

2. Study the information in the document and take the necessary action — create a design, write content, or provide instructions to the responsible party. *In the brand book example, it allows for changing the color of the logo, but only within specific shades or hues.*

<Img
img="/uploads/bb_image_4_9706f928c1.png"
alt="Brand book of Scrimshaw permits to use certain color pattern for logo"
src="Options to use Scrimshaw logo colors permitted in its brand book"
/>

Once the task is completed, it's beneficial to cross-reference it with the document to avoid mistakes.

The use of a brand book is essential for:

- **designers:** they use it to create visual materials;
- **marketers:** it guides content and advertising development;
- **contractors:** when they need to align with the brand's style.

The document is also valuable for other employees who interact with clients because it's crucial for them to communicate in a way that aligns with the [**brand's values**](https://altcraft.com/about-company).

## How to make a brand book

Creating a brand book is a crucial task that involves brand managers, designers, and marketers (depending on the company's structure), or it can be outsourced to a specialized team.

The development of a brand book typically involves the following stages:

1. **Conduct research.** Start by researching your competitors to differentiate yourself. Understand their target audience, brand style, and unique features. 

2. **Define brand identity.** Clearly outline your brand's identity, including its mission, values, slogan, tone of voice, character, positioning, target audience (customer persona), and [**unique selling proposition**](https://altcraft.com/glossary/unique-selling-proposition-USP). This step establishes the brand's "essence" before moving on to its visual elements. It's a misconception that creating a logo and a visual style defines a brand; the brand's philosophy is essential. 

3. **Create and define brand elements.** Designers come into play here, working based on the brand's identity. This stage involves detailing all aspects of the brand's visual elements, such as the logo, colors, fonts, and other elements. It can be meticulous, specifying logo variations, colors, clear space (fixed distance from other objects), and minimum sizes. 

4. **Specify brand name usage.** Clearly outline how the brand name should be written, including format, size, whether quotes are needed, and whether it can be used in other languages. 

5. **Establish color schemes.** Set color schemes in various color models, including RGB, HEX, CMYK, and Pantone, for different applications, including digital and print media.

<Img
img="/uploads/bb_image_5_8c89fd4c35.png"
alt="Color breakdowns in brand book of American Red Cross"
src="Example of the color breakdowns of American Red Cross"
/>

6. **Select or develop fonts.** Choose or create the main font and any secondary fonts, specifying variations in style, size, font weight, alignment, and other parameters.

7. **Define document and brand presentation guidelines.** Outline rules for formatting documents and brand presentations to maintain consistency in visual style and content.

8. **Specify web element variations.** Provide variations of web elements like buttons, banners, and [**email signatures**](https://altcraft.com/blog/signature-in-emails). It's helpful to include visual representations of how these design elements should appear on both computer screens and smartphones.

9. **Show examples of offline materials.** Include examples of how the brand should be represented on offline materials such as business cards, banners, buildings, vehicles, and more.

<Img
img="/uploads/bb_image_6_74b1e555b6.png"
alt="Brand book of Hubspot gives the requirements concerning logo"
src="E.g., Hubspot provides requirements about how to use the logo in its brand book"
/>

10. Document Image Usage Rules: Detail guidelines for using graphics, photos, and patterns. 

<Note>
This description should be visual, clear, comprehensive, and easily understandable. A brand book can be formatted as a PDF document, a presentation, or hosted online on the brand's website; there are no strict criteria for the format.
</Note>

## Examples of companies’ brand books

The best brand guidelines are typically created by top-tier brands. Let's consider some examples.

### Google

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original="/uploads/bb_image_7_78077bbabe.png"
thumbnail="/uploads/bb_image_7_78077bbabe.png"
/>
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original="/uploads/bb_image_8_e90f144a0f.png"
thumbnail="/uploads/bb_image_8_e90f144a0f.png"
/>
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[**The Google brand book**](https://gingersauce.co/brand-books/google-brand-book/) is entirely dedicated to the standards for using the logo. It provides concise and thesis-like information on all the characteristics and technical details of:

- the logo, icons, and their official variations:

<Gallery>
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original="/uploads/bb_image_9_2c8d86f7c9.png"
thumbnail="/uploads/bb_image_9_2c8d86f7c9.png"
/>
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original="/uploads/bb_image_10_91efe062ee.png"
thumbnail="/uploads/bb_image_10_91efe062ee.png"
/>
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original="/uploads/bb_image_11_36eed9cfca.png"
thumbnail="/uploads/bb_image_11_36eed9cfca.png"
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original="/uploads/bb_image_12_c11b486577.png"
thumbnail="/uploads/bb_image_12_c11b486577.png"
/>
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original="/uploads/bb_image_13_26b2365b6f.png"
thumbnail="/uploads/bb_image_13_26b2365b6f.png"
/>
<GalleryItem
original="/uploads/bb_image_14_5bd134ba99.png"
thumbnail="/uploads/bb_image_14_5bd134ba99.png"
/>
</Gallery>

- proportions and dimensions of the logo, including the standard minimum size of the logo:

<Gallery>
<GalleryItem
original="/uploads/bb_image_15_f5a7609c34.png"
thumbnail="/uploads/bb_image_15_f5a7609c34.png"
/>
<GalleryItem
original="/uploads/bb_image_16_a1f37ee979.png"
thumbnail="/uploads/bb_image_16_a1f37ee979.png"
/>
<GalleryItem
original="/uploads/bb_image_17_1bb20e493e.png"
thumbnail="/uploads/bb_image_17_1bb20e493e.png"
/>
</Gallery>

- the wrong way of using the logo:

<Img
img="/uploads/bb_image_18_6706d12e6a.png"
alt=""
/>

- the brand’s official colors:

<Gallery>
<GalleryItem
original="/uploads/bb_image_19_d2ed973cb2.png"
thumbnail="/uploads/bb_image_19_d2ed973cb2.png"
/>
<GalleryItem
original="/uploads/bb_image_20_e1a1880fa8.png"
thumbnail="/uploads/bb_image_20_e1a1880fa8.png"
/>
</Gallery>

- and finally, fonts for the logo:

<Gallery>
<GalleryItem
original="/uploads/bb_image_21_c0129731a9.png"
thumbnail="/uploads/bb_image_21_c0129731a9.png"
/>
<GalleryItem
original="/uploads/bb_image_22_fcdc635833.png"
thumbnail="/uploads/bb_image_22_fcdc635833.png"
/>
<GalleryItem
original="/uploads/bb_image_23_804376cb30.png"
thumbnail="/uploads/bb_image_23_804376cb30.png"
/>
</Gallery>

### Tiffany & Co.

Tiffany & Co. has included nearly everything [**in its brand book**](https://ravinkhosravi.com/wp-content/uploads/2020/12/Tiffany-BrandBook.pdf), starting from the color scheme, logo and its usage, all the way to future plans and the portrait of the target audience.

<Gallery>
<GalleryItem
original="/uploads/bb_image_24_d079caf848.png"
thumbnail="/uploads/bb_image_24_d079caf848.png"
/>
<GalleryItem
original="/uploads/bb_image_25_cfabe79f4e.png"
thumbnail="/uploads/bb_image_25_cfabe79f4e.png"
/>
<GalleryItem
original="/uploads/bb_image_26_d7aac37434.png"
thumbnail="/uploads/bb_image_26_d7aac37434.png"
/>
</Gallery>

It's logical for a brand book to begin with the brand's history and mission. Of course, this would also include the iconic and legendary scene from the movie "Breakfast at Tiffany's" where Audrey Hepburn's character stands in front of the beloved jewelry boutique's window.

<Gallery>
<GalleryItem
original="/uploads/bb_image_27_ab0c023b6e.png"
thumbnail="/uploads/bb_image_27_ab0c023b6e.png"
/>
<GalleryItem
original="/uploads/bb_image_28_b1193bb8ab.png"
thumbnail="/uploads/bb_image_28_b1193bb8ab.png"
/>
<GalleryItem
original="/uploads/bb_image_29_423349d36e.png"
thumbnail="/uploads/bb_image_29_423349d36e.png"
/>
</Gallery>

The brand book also describes the key directions that the brand adheres to in its development journey.

<Gallery>
<GalleryItem
original="/uploads/bb_image_30_f17329bbf5.png"
thumbnail="/uploads/bb_image_30_f17329bbf5.png"
/>
<GalleryItem
original="/uploads/bb_image_31_ea5858cd8b.png"
thumbnail="/uploads/bb_image_31_ea5858cd8b.png"
/>
</Gallery>

The brand book also includes technical specifications of the logo, provides examples of incorrect logo usage and color combinations, presents the correct color scheme, and specifies "Baskerville Old Face" as the correct font.

<Gallery>
<GalleryItem
original="/uploads/bb_image_32_b53a49d0a2.png"
thumbnail="/uploads/bb_image_32_b53a49d0a2.png"
/>
<GalleryItem
original="/uploads/bb_image_33_e4866352c9.png"
thumbnail="/uploads/bb_image_33_e4866352c9.png"
/>
<GalleryItem
original="/uploads/bb_image_34_d17fa07579.png"
thumbnail="/uploads/bb_image_34_d17fa07579.png"
/>
<GalleryItem
original="/uploads/bb_image_35_5dae336e4d.png"
thumbnail="/uploads/bb_image_35_5dae336e4d.png"
/>
</Gallery>

A few words are mentioned about the products the company produces and how it expands its product line.

<Img
img="/uploads/bb_image_36_201134847c.png"
alt="Brand book page about products by Tiffany & Co."
/>

On today's date, many brands place a significant emphasis on the environment and nature conservation. Tiffany & Co. begins by describing the exceptional quality of the raw materials, such as diamonds, used in their jewelry. It then smoothly transitions from mining to environmental protection. The brand emphasizes that even their iconic blue boxes are turning green because they are made from recycled materials, and no forests are cut down for their production.

<Gallery>
<GalleryItem
original="/uploads/bb_image_39_0d88808892.png"
thumbnail="/uploads/bb_image_39_0d88808892.png"
/>
<GalleryItem
original="/uploads/bb_image_38_240af0c8cf.png"
thumbnail="/uploads/bb_image_38_240af0c8cf.png"
/>
<GalleryItem
original="/uploads/bb_image_40_2448f45c07.png"
thumbnail="/uploads/bb_image_40_2448f45c07.png"
/>
</Gallery>


They also mentioned their own interactive application that allows users to try on jewelry in real-time. The brand book also describes the brand's online presence, including its presence on social media and collaborations with notable individuals.


<Gallery>
<GalleryItem
original="/uploads/bb_image_41_02d842044e.png"
thumbnail="/uploads/bb_image_41_02d842044e.png"
/>
<GalleryItem
original="/uploads/bb_image_42_3e375efb2a.png"
thumbnail="/uploads/bb_image_42_3e375efb2a.png"
/>
<GalleryItem
original="/uploads/bb_image_43_d326a4cbe6.png"
thumbnail="/uploads/bb_image_43_d326a4cbe6.png"
/>
<GalleryItem
original="/uploads/bb_image_44_4f491d18fc.png"
thumbnail="/uploads/bb_image_44_4f491d18fc.png"
/>
</Gallery>

### Skype

Skype's approach to presenting [**its brand book**](https://download.skype.com/share/blogskin/press/skype_brandbook.pdf) in a dialogue format is original. It allows the company to describe its philosophy through conversations, which can make the content more engaging and relatable to the reader. This approach can humanize the brand and create a more personal connection with its audience.

<Gallery>
<GalleryItem
original="/uploads/bb_image_45_5b0b0cc29e.png"
thumbnail="/uploads/bb_image_45_5b0b0cc29e.png"
/>
<GalleryItem
original="/uploads/bb_image_46_e4b57bc913.png"
thumbnail="/uploads/bb_image_46_e4b57bc913.png"
/>
</Gallery>


Using portraits of the target audience represented through characters and having them explain why they choose Skype is a creative and engaging way to connect with users. 

<Img
img="/uploads/bb_image_47_d8c2abb873.png"
alt="TA portrait in a brand book of Skype"
/>

Using dialogue bubbles in the brand book to represent the brand's color pattern is a clever and thematic way to reinforce Skype's philosophy of simple communication. It not only communicates the brand's identity but also visually aligns the brand book with Skype's mission and values.

<Img
img="/uploads/bb_image_48_acff7d131a.png"
alt="Color pattern in a brand book of Skype"
/>


### Audi

Audi's brand book, with its unique approach, compares the old and new styles of the brand. The document explains the reasons for the changes and demonstrates them visually. This type of brand book can be valuable in helping stakeholders and employees understand the brand's evolution and the rationale behind it.

<Gallery>
<GalleryItem
original="/uploads/bb_image_49_b3040e0a41.png"
thumbnail="/uploads/bb_image_49_b3040e0a41.png"
/>
<GalleryItem
original="/uploads/bb_image_50_41bacfb035.png"
thumbnail="/uploads/bb_image_50_41bacfb035.png"
/>
</Gallery>

The brand book showcases a simplified logo and changes in the brand's colors, which involve removing gradient variations.


<Gallery>
<GalleryItem
original="/uploads/bb_image_51_a86f9c81f3.png"
thumbnail="/uploads/bb_image_51_a86f9c81f3.png"
/>
<GalleryItem
original="/uploads/bb_image_52_7a3b519abb.png"
thumbnail="/uploads/bb_image_52_7a3b519abb.png"
/>
</Gallery>


Each value is described not only through text but also visually.

<Img
img="/uploads/bb_image_53_c890e96a8c.jpg"
alt="Description of values in Audi’s brand book"
/>

## Summary

A brand book is a document that describes the brand and compiles rules for working with its visual elements and communication. This document serves as a guide for employees and contractors such as marketers, designers, and new hires. The brand book's primary purpose is to maintain a consistent brand style across all platforms and media, creating a correct and recognizable image of the company in the eyes of the audience.

A brand book typically includes the brand's philosophy, visual identifiers, and guidelines for working with the corporate identity. It can be developed by an internal team or by external professionals.

A brand book is a guide that defines how a brand should look and communicate. It covers logos, colors, fonts, and messaging for brand consistency.

medium_brandbook.png

small_brandbook.png

thumbnail_brandbook.png

brandbook.png

Here are tips on how to create a brand book, and examples of how other companies do it.

Brand Book: What Is It & Why Your Company Needs It

What Is a Brand Book and Why Your Company Needs It

<Img
img="/uploads/upravlenie_reputaciej_brenda_48b0b2f962.png"
alt="Brand Reputation: How to Properly Respond to Feedback"
/>


81% of users [**search for information online**](https://explodingtopics.com/blog/online-review-stats) to form an opinion about a company. 93% claim that product and service reviews influence their purchasing decisions. Therefore, companies cannot ignore what is being said and written about them on the internet. Online brand reputation management is one of the top priorities.


To maintain a positive image, brands need to engage with their audience by responding to comments and reviews from users online and monitoring various communication channels.


In this article, we will discuss what online brand reputation is, how to respond to negative customer feedback online, and why it is important to react to positive feedback.


## What is online brand reputation


Online brand reputation is the image of a company that is formed by the opinions of users, employees, and partners. It is shaped through mass communication channels from [**customer reviews**](https://altcraft.com/blog/how-to-use-customer-feedback-to-increase-sales), social media comments, and content that mentions the product or service (reviews, compilations, etc.).


Managing brand reputation is a must-have for any business because every company can receive online comments and reviews. People often search for information about companies before making a purchase and base their decisions on it.


Do not confuse the notion of online business reputation with brand image, as brand image is the image that a business creates from scratch. Reputation cannot be invented: people will leave reviews and comments whether you like it or not. It is nearly impossible to control people's opinions. Therefore, the only thing a business can do is protect its reputation online.


## What are the reasons for working with reputation


### Managing online reputation provides the following benefits:


**Consistent flow of customers** who make purchases based on positive reviews or the way the brand addresses issues mentioned in comments and reviews.


**Increased loyalty** and [**trust in the brand**](https://altcraft.com/blog/customer-trust). Responding to customer comments on the internet shows that the company listens to its audience and is ready to communicate. This approach attracts customers and encourages users to stay with the brand.


**Ability to mitigate crises** by addressing conflicts promptly and preventing serious consequences.


**Attractiveness to employees and partners** who value a positive online business reputation.




## How online reputation management works and what is ORM


There are two ways to work with reputation: do it yourself or hire an agency. In both cases, Online Reputation Management (ORM) is used - a methodology that shapes a company's image online by monitoring and addressing negative comments and reviews, and creating a positive information field around the brand.


Reputation on the internet is formed through marketing channels, review sites, comments on social media, blogs, reviews on marketplaces, and expert comments.


Replacing negative content with positive one is done through Search Engine Reputation Management (SERM) – cleaning up the first page of search results from negative reviews. This usually involves adding new positive opinions, reviews, and expert content. Through SERM, online reputation is improved because people simply don't get to the negative comments.


Another method that affects reputation management is the use of influencer marketing or hidden marketing. In this approach, the company is protected not by an official employee, but by a seemingly satisfied customer. This person participates in discussions, comments on other reviews, and promotes the brand.


This is how influencer marketing works: we can’t understand whether it is native advertising or a natural review of a person. Seeming natural is a characteristic feature of a quality hidden marketing.

<Img
img="/uploads/image15_85bceae286.png
"
alt="influencer marketing"
/>



Usually, reputation management methods are used in combination with others. However, it is important to know how to respond correctly to different types of comments on the internet at every stage of the process.
## How to Respond the Reviews and Feedback from Clients


It is important not to ignore the opinions of your audience. Firstly, it shows disrespect towards your customers. Secondly, you never know where a person who expressed their negative feedback might take their experience further. Therefore, respond to and address both negative and positive comments and reviews.


### Important tips:


**Responding promptly** is important before other users join the discussion and expand it. Therefore, monitor comments and reviews constantly not only on social media platforms and review websites but also on third-party resources where users share their stories related to brands.


*For instance, Jeulia reacted to the negative review on a third-party social media, and it was a good decision: the client is happy and intends to buy more.*



<Img
img="/uploads/image7_2d6edc8b4a.png"
alt="Jeulia"
/>


**Stay polite and positive**, even when you deal with an aggressive or unfriendly customer.


**Avoid the use of generic phrases** like "Your opinion is really important to us." and respond to each review individually.


*In the example below, the brand doesn’t even personalize the response addressing the customer as “Dear Guest” without mentioning the name. Also, the entire response appears to be templated.*


<Img
img="/uploads/image14_27f78e9102.png"
alt="Dear Guest 1"
/>


<Img
img="/uploads/image4_3218ab3273.png"
alt="Dear Guest 2"
/>


**Maintaining a consistent tone of voice** in brand comments means preserving the same communication style as used on other company platforms.


*For example, the response from a company selling pet supplies matches the witty style of the customer's review and even builds upon it.*

<Img
img="/uploads/image9_d2683d6d91.png"
alt="witty style"
/>


**Respond in clear language** and formulate your answer unambiguously. Otherwise, misunderstandings may occur.


## How to respond to negative comments


Negative feedback can be constructive, when there are reasons and justifications for dissatisfaction, and it can also be trolling, where there may not be a real issue. The goal of a troll is to provoke, mock the brand, or express themselves online.


### How to work with constructive criticism

When dealing with constructive criticism, the classic approach is to introduce yourself, express gratitude for the feedback, apologize if necessary, and offer a solution to the problem if the customer's case is clear. If there are no details provided, it's important to first gather more information.


However, it's common for brands to immediately ask clarifying questions, as exemplified by *JetBlue* in the provided example.



<Img
img="/uploads/image18_a1aacf70d7.png"
alt="JetBlue reacts 1"
/>


<Img
img="/uploads/image12_91341f4b73.png"
alt="JetBlue reacts 2"
/>



Transferring communication into private messages is a common practice. There's no need to be afraid of engaging with customers in the comments, but if resolving an issue requires personal information (such as phone number, order number, etc.), it is justified to take the conversation to private messages.

<Img
img="/uploads/image2_f7b6f76046.png"
alt="communication into private messages"
/>



Tell what actions you are going to undertake to deal with the situation if it doesn’t disclose the customer’s personal data.

<Img
img="/uploads/image11_bae15ae4d2.png"
alt="Flowers"
/>


Don't end the conversation abruptly when the question is resolved; always conclude the communication on a positive note. 


Sometimes it is enough to simply thank them for the comment and respond that you will take the customers' feedback into account. This approach is suitable when the comment or review does not indicate any specific issue.


*Although in some cases brands go into details and try to clean their reputation, as in the example.*



<Img
img="/uploads/image17_6b5208b073.png"
alt="Cleaning the reputation 1"
/>

<Img
img="/uploads/image3_854baaa693.png"
alt="Cleaning the reputation 2"
/>

### How to respond to trolling


First option: don't respond at all if you are confident that the comment was made by a "troll." Typically, these are people with fake accounts without profile photos, and their negative comments appear consistently, not only on your account. Trolls don't provide specific details and often engage in emotional communication.


*In the example below there is nothing to say in response as the review is not constructive and aimed at offending the owner of the restaurant, although the profile looks real.*

<Img
img="/uploads/image5_fc262ad75b.png"
alt="Troll 1"
/>


Second option: clarify the details. If it's a troll or a deliberately negative comment from competitors, it's unlikely that there will be any further dialogue.


*An example below demonstrates exactly this case. The company decided to answer in order to clarify the situation in front of others who can read that accusation, though waiting for any further reply of that profile is pointless.*

<Img
img="/uploads/image13_52d7cd834a.png"
alt="Troll 2"
/>


## How to respond to neutral comments


Sometimes users leave comments to ask questions. It's important to respond to them openly because other people can see those interactions. Ignoring customers can negatively impact their [**loyalty**](https://altcraft.com/blog/customer-loyalty).
When answering questions, follow the general guidelines for responding to comments, and it's also important to provide supporting arguments or information.


*That’s how the brand reacted to the neutral customer comment.*


<Img
img="/uploads/image6_038c9ca327.png"
alt="neutral customer comment"
/>


And here’s another example of a detailed response.





<Img
img="/uploads/image8_85a115ce9b.png"
alt="A detailed response"
/>


## How to respond to positive reviews


The main thing is to respond rather than ignore. People have shown their attention and are waiting for your reaction. You can simply thank them for the review or positive comment.



<Img
img="/uploads/image16_6fd77941c1.png"
alt="Positive review 1"
/>





And the best way is to say thanks and encourage a person to buy more. 

<Img
img="/uploads/image1_d3265a5201.png"
alt="Positive review 2"
/>


Or else you could just chat with the customer in a positive manner. 
## Should negative comments be deleted?


This is a controversial question because deleting a comment can provoke even more negativity from the user, especially if they are a real person rather than a "troll". Such a customer may turn to other platforms (review websites).


### You can delete a comment if:


- The user is insulting the brand or other people.
- The user is violating community guidelines.


Be sure to provide a reason for deleting the comment and offer alternative contact options for further communication.


## Summary

The reputation of a brand online is formed by the collective opinions of customers, employees, and brand partners who mention the company in their content, write comments, and reviews.


Managing reputation is necessary to continually attract customers, maintain loyalty, and build trust. This typically involves reacting to negative feedback and replacing it with positive comments about the brand.


It is important to respond to users rather than ignore or delete their comments (except in the case of offensive behavior). When dealing with negative feedback, it is advisable to thank the person for their review, apologize, inquire about details, or offer a solution immediately. Asking follow-up questions can help identify "trolls" who won't provide specific information.


It is also important to respond to positive reviews and comments by expressing gratitude, suggesting future purchases, or encouraging customers to return. Don't forget to address customer inquiries. Always maintain a positive tone, respond quickly, and be clear in your communication.

The reputation of a brand online is formed by the collective opinions of customers, employees, and brand partners who mention the company in their content.

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Keep wondering how to maintain the reputation of a brand online?

Brand Reputation: How to Properly Respond to Feedback

Brand Reputation Management: How to Properly Respond to Feedback

<Img
img="/uploads/storytelling_fbfef55813.png"
alt="Let the Client Feel Like a Hero: How Storytelling Works"
/>

Many people wonder: how do stories work in marketing? What is the secret of effective selling storytelling? When the messages embedded in a selling story align with the customers' values, such storytelling boosts sales. 

## Advantages of storytelling

Stories are the oldest tool of communication, dating back to the oldest cave drawings 44,000 years ago. Our ancestors used stories to share and preserve their history, etching them onto durable stones. Marketing has taken up storytelling because of its unique ability: tales transport people away from ordinary reality, capturing attention and igniting dreams and desires.

Additionally, storytelling:

- **Increases brand recognition**

Bright stories become strongly associated with the storyteller. Storytelling works in various formats such as advertisements, videos, social media posts, and emails. Scientifically, [**it has been proven**](https://www.tandfonline.com/doi/abs/10.1080/02650487.2014.994803) that storytelling increases brand recognition regardless of the presentation format. One prominent example is [**Super Bowl**](https://www.mailjet.com/blog/email-best-practices/super-bowl-email-marketing/) commercials. Thousands of people remember this story, they laugh and cry, and are inspired by the main character's actions. This is precisely how stories work, by impacting people's emotional perception.

- **Builds trust between the company and the customer**

A good presentation adds credibility to the company: it appears more reliable, and the product seems of higher quality. It's no wonder that government organizations conduct extensive research on the impact of storytelling on consumers. Politicians and public figures deliver speeches with elements of storytelling from high platforms to influence entire nations.

Since storytelling is effective in such matters, achieving marketing conversion becomes an even less challenging task. Standard objectives that marketers work on (such as guiding customers towards a purchase, motivating them to subscribe to a newsletter, or encouraging them to download [**a lead magnet**](https://altcraft.com/blog/what-is-a-lead-magnet)) can be achieved more quickly with the help of stories.


- **Establishes an emotional connection**

Harvard scientists have discovered that an emotional connection with a customer is more valuable than their satisfaction from a previous purchase. According to Gerald Zaltman, a professor at Harvard Business School, the majority of purchasing decisions (around 95%) are made at a subconscious level, driven by emotions.

Marketing tools often rely on emotions, and storytelling is designed to evoke them. In their work, marketers study the "pain points" and needs of their target audience, as well as their motivations and aspirations, all of which are emotionally charged factors.

This applies not only to commercial organizations but also to charity foundations and non-profit enterprises, which actively utilize emotionally driven narratives to draw attention to their goals. An example is [**the video campaign by Greenpeace International**](https://www.youtube.com/watch?v=TQQXstNh45g&embeds_origin=https%3A%2F%2Fwww.mailjet.com&feature=emb_imp_woyt).

- **Stimulates social media activity and SEO**

An emotional response is highly motivating for readers to like a post or share it on social media. High-quality backlinks for better search engine indexing often come from social media platforms.

There is nothing better than telling a compelling story. If it is captivating, it will be passed from person to person. There was a time when stories were primarily transmitted through word of mouth. Today, we simply click the "Share" button or share a link to a publication.

Digital marketers release annual digests, informing us about the latest trends in content marketing, publishing rankings of the most popular engagement methods, and devising new optimization strategies. However, in reality, it is storytelling that delivers the best results.

- **Adds authenticity to the brand**

Mere claims from company representatives about the unique features of their products no longer attract anyone. You can talk endlessly about the functions and benefits of a product, but without evidence, it will remain mere boasting. Storytelling, especially when based on real advantages of a product or service, sounds trustworthy.

In the promotion of products, authenticity in storytelling is achieved by avoiding jargon and profanity while expressing genuine empathy towards potential customers. By doing so, a company demonstrates that it understands the feelings and experiences of the customer and the journey they may have gone through.

## The customer has their own hero's journey

There is only one type of story that doesn't work, where the company is the protagonist of the narrative. Good stories put the customer as the main hero.

Almost everyone knows someone, a relative or acquaintance, who can talk endlessly about themselves. At what point does your patience run out? The patience of an audience is even more fragile. If a company constantly brags about itself, people won't want to listen. Effective marketing storytelling is distinguished by making the customer the main character, and the journey they go through becomes their hero's journey.

The "Hero's Journey" storytelling formula was invented by the renowned professor Joseph Campbell. The story originates from Greek mythology and continues in the legends of Native Americans. Similar motifs are present in the works of Tolkien, Marvel films, and Pixar movies.

What unites all these events? The hero's journey.
## What the hero's journey is

The main protagonist embarks on a great journey: they leave home and venture into adventures, overcome challenges, find loyal companions, and defeat enemies. Having achieved their goal, the hero acquires a valuable reward and returns home. Have you heard this a hundred times? Indeed, the story sounds very simple and familiar. These qualities are precisely what is needed in marketing storytelling.

### The character development can be summarized in the following steps:

- The hero lives an ordinary life, but is called to venture out of their comfort zone.


- The hero receives a call to embark on a journey.


- Initially, the hero refuses to join the journey.


- The hero's familiar world starts to crumble.


- The hero encounters a mentor: someone older and wiser who compels the hero to follow them.


- The hero gains allies, acquiring friends and enemies.


- During the journey, the hero experiences a loss that challenges the success of the entire operation.


- The hero overcomes a significant trial and emerges victorious.


- The hero is rewarded for their deeds.


- The hero returns home with triumph, transformed into a different person.

This framework should be applied to your stories. To make the story engaging, it is important to listen to what is being said within your company about your customers.

Visualizing the customer experience can be facilitated by creating a detailed profile of the target audience and developing a customer journey map. You will be surprised to discover clear parallels between the hero's journey and the journey of your typical customer.
## Examples of using storytelling in marketing

Here are five examples of well-known global advertising campaigns that used storytelling:
### Year 1984. Apple

39 years ago, Apple showcased the hero's journey in a one-minute TV commercial. The Super Bowl advertisement became a true sensation. The plot unfolds in a dystopian reality where a leader "indoctrinates" the audience from large screens. It bears a striking resemblance to the events described in George Orwell's novel "1984".

The main character is a young woman in sports attire who is being pursued. She hurls a hammer in one of the screens, causing it to explode. A voiceover announces the release of *Macintosh*.

Even if you caught only the end of the story, your imagination fills in the gaps, and tells you what happens in the commercial. You experience the story through yourself, understanding the hero as if you know her backstory and what she's risking it all for. Then *Apple* declares that everything will soon change: the world will no longer be the same.

<Img
img="/uploads/image2_1ad95cbf44.jpg"
alt="Apple"
/>

*Apple* has always cared about individuality in the world. The company stands against the monotonous dependence on computers. It conveys to the audience the value of standing out, being brighter, and shining. This message is still evident in their advertising campaigns up to nowadays.

### Patagonia

Customers of [**the outdoor gear brand Patagonia**](https://www.patagonia.com/stories/) become the heroes of the company's blog. The blog revolves around the slogan: "Stories to get you out there"

Each blog post is dedicated to describing the adventures of ordinary people who do extraordinary things for the sake of environmental conservation or seeking a simple dose of adrenaline. The stories are written in an accessible language and do not contain a direct call to purchase a specific product. Farmers fighting against chemicals, mountain travelers, and those who clean up the coast of Chile from trash – all of them wear clothing with *Patagonia* logo.

The company itself is rarely mentioned in the stories, nor are its products. The effectiveness is achieved by establishing an emotional connection with consumers. The stories captivate the viewers, making them think, "They are ordinary people, just like me, and they wear such clothing."

### Square

*Square* is a video tool for creating videos. The platform itself is promoted through storytelling. Square's marketers launched a film series called "For any dream," which showcases the development of small businesses and the entrepreneurs behind them.

The storytelling often begins with the story of an ordinary person who has a dream. You won't find any mentions of *Square*'s products or colorful descriptions of how the platform specifically helped a particular business thrive. The videos are entirely dedicated to the real heroes – those individuals who have overcome all challenges and brought their dreams to life.

### Year 1981. Lego
And again the 80s: it was then that *Lego* launched an advertising campaign based on photographs of children with *Lego* brick toys. Although the focus was on children, this ad was aimed at parents. It made them think about how to raise a curious and creative child. The company didn't stop there.


<Img
img="/uploads/image6_f877e3f279.png"
alt="Lego"
/>

Later on, an advertising campaign with the slogan [**"Never stop playing"**](https://www.lego.com/en-us/rebuild-the-world/never-stop-playing?icmp=LP-SHMBS-Standard-90th_Anniversary_MB_small_Never_stop_playing-OC-NO-SYSIW0UKTU) emerged. In the videos, teenagers and adults showcased their talents. This created a complete cycle of the hero's journey, emphasizing how Lego contributes to the development of skills and abilities, and how it ultimately impacts people's lives and careers.

### Salesforce and Trailhead

Educational platforms are an excellent way to take on the role of a mentor for followers. *Salesforce* offers the hero educational content [**at the center of Trailhead**](https://trailhead.salesforce.com/en) to "prepare customers for the future." The company's marketers understand that the more people learn to work with the platform, the more likely enterprise professionals will prefer it.

To kick-start the journey on the *Trailhead* homepage, there is a description of the reward the hero will receive upon completing the journey and acquiring *Salesforce* knowledge. The customer only needs to choose a profession to study and embark on the "trail".

## How to use storytelling in email marketing


It's very convenient to tell stories in email. Storytelling in [**email campaigns**](https://altcraft.com/blog/types-of-email-newsletters-and-what-are-they) is effective because they have unique qualities: relevant information comes to the right person via email at the most suitable time. Thus, the recipient (your current or potential customer) becomes the hero of the story, and the moment they receive the email coincides with the time the hero's journey begins.

## Types of emails suitable for storytelling

- **Welcome emails**

Many journeys start with receiving a letter. Harry Potter was handed a Hogwarts invitation letter. Princess Leia from "Star Wars" placed a hologram in a droid's memory with a plea for help.

Come up with such a welcome letter that will lure the recipient to go on a long journey with your company. Put the customer at the center of your world, let them become the hero.

The success of a welcome email depends on whether or not you establish a trusting relationship with the customer, or end up in their spam folder.

 

<Img
img="/uploads/photo_2023_05_11_10_10_12_086e7218fd.jpg"
alt="Welcome emails"
/>

- **Onboarding emails**

Onboarding emails should be helpful and encouraging. In them, the company takes on the role of a mentor, helping the hero overcome challenges and achieve their goals. The hero is about to embark on a difficult journey, but you have products that can assist them. And first and foremost, teach them how to use them.

When a customer achieves their first result, it may only mark the beginning of their journey. Signing up for a trial session or making an initial purchase is not an end in itself, but these events place the hero in the midst of their journey.

From this point on, email messages become guides: they show which way to go and provide information at the right moment.


<Img
img="/uploads/image7_63b5dc7e28.png"
alt="Onboarding emails"
/>

- **Informational newsletters**

An informational newsletter is the best way to tell a reader a story. Every piece of content in such emails is both a hint and a riddle. If the narrative appeals to the customer, they will follow it. An informational newsletter will open up a horizon of events and show them the right path.

This tool can be compared to Q from the James Bond movies, who would introduce new spy gadgets and devices.



<Img
img="/uploads/image1_c53ef38117.png"
alt="Informational newsletters"
/>

- **Confirmation emails**

Sometimes it's difficult to determine where the hero's journey begins and ends. For example, a person comes for a test drive or a property viewing. The customer has already made an effort and taken a certain action, but the journey is just beginning. The hero is sure to be rewarded: a new car or a desired apartment.

Order confirmation or delivery confirmation emails typically include details about the order placed. If the order has not yet been paid for, it's appropriate to dispel any doubts the person may have about their choice in such an email.

When the purchase is complete, congratulate the buyer on their long-awaited acquisition. Thank the customer for their pleasant interaction and leave them with the most positive memories of your company.

Then, the next time you send a person a personalized offer, they will embark on a new journey with you.


<Img
img="/uploads/image3_293318d7b5.png"
alt="Confirmation emails"
/>

- **Reactivation emails and reminder emails**

Remember, it's natural for people to have doubts. That's why the hero's journey includes steps like the "refusal of the call to adventure" and the "moment of despair" when the hero considers abandoning the journey. Customers of your company also go through such moments. A timely reminder email will help keep the hero from giving up.

If the hero has indeed abandoned the journey, [**reactivation emails**](https://altcraft.com/blog/how-to-reactivate-inactive-email-subscribers) can come to the rescue. Don't immediately give up on the faltering hero; give them a second chance.


<Img
img="/uploads/image5_a1ad25cb21.png"
alt="Reactivation email"
/>

Of course, storytelling works in absolutely all promotion channels, in any industry, and for any clients. It is only necessary to stay to the basic principles of creating stories that we have described in this article. 

And now it's high time for you to write a breathtaking journey for your hero!

Storytelling works in all promotion channels, in any industry, and for any clients. It is only necessary to stay to the basic principles of creating stories.

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To tell the stories in order to boost sales? Seriously? Read on and discover how it works!

Let the Client Feel Like a Hero: How Storytelling Works

<Img
img="/uploads/The_Why_and_How_of_Personal_Branding_3373f8c4dd.jpg"
alt="The Why and How of Personal Branding"
/>

In the social media era, more people are sharing more information than ever before. But true personal marketing goes beyond this by intentionally building a professional brand others recognize and value.

In today’s modern world, you are your brand. But you cannot reap all the benefits and truly be your own brand unless you consciously take control of that brand’s elements. No “branding rules” can tell you how to do it – you must discover and make the rules for yourself.

If you’re wondering how to find your personal brand, we’re here to help.

## What Is Personal Branding?

Your personal brand delivers a consistent “promised experience” you can stand behind in all situations. It encapsulates your skills, experience, and capabilities in a way other people understand fast.

It’s related to the idea of having personal integrity, but it extends the concept across all of the different aspects of promoting and presenting yourself. Like a corporate brand, it helps others recognize you and recall what you are capable of at the moment they need your expertise.

### What Are Personal Brand Attributes?

A personal brand can have many different attributes:

**1. Personal Style and Visual Identity**

When you think of a celebrity, you often think about how they look, dress, and move at the same time you think of whatever they are famous for. We can’t all look like celebrities, but it’s possible to choose to have a consistent personal style people will associate with you.

For extensions of your personal brand like your site and social media, “personal style” becomes visual identity. A visual identity is a consistent set of visual themes, including color schemes, logo, font choices, and so on, that you use across all of your digital properties.

**2. Manner of Speaking**

“Written and oral communication” make up the #1 most requested skillset in job postings, yet most people don’t think really reflect on their own speaking. If you cultivate skills in public speaking, you can learn to communicate in more nuanced and memorable ways.

**3. Thought Leadership**

Just about anyone can claim to be an expert online, but they need a platform that provides evidence for this. That often starts by writing a book, but a blog can serve the same purpose if you maintain it a long period of time. Helpful, informative content makes your expertise more credible.

## Personal Branding Examples

You do not need to be a celebrity to have a personal brand, but just about every actor, musician, and even many writers have a personal brand that is recognizable at a glance. When you think about these people, you can instantly recall their look, sound, and precisely what you can expect from them.

Consider the following examples:

### Steve Jobs

Steve Jobs’ personal brand had a profound effect on Apple. He used his keynote speeches to showcase his relentless focus on innovation, minimalist aesthetic, and disdain for traditional consumer feedback.

<Img
img="/uploads/steve_jobs_3c12debf56.jpeg"
alt="Steve Jobs"
/>

### Oprah Winfrey

Oprah Winfrey built a media empire on a personal brand of authenticity and empathy, which suffused her communication style as she used her show as a thought leadership platform on many social topics.

<Img
img="/uploads/oprah_winfrey_861e59ab67.jpg"
alt="Oprah Winfrey"
/>

### Weird Al Yankovic

Weird Al has a distinctive appearance and, although most of his oeuvre consists of parody, just about everyone knows that he plays the accordion. He stands out as one of the world’s leading satirists.

<Img
img="/uploads/wierd_al_d9afcf1d16.png"
alt="Weird Al Yankovic"
/>

## Why Is Personal Branding Important?

When your brand is consistent, people know you are a reliable and enduring presence in whatever field you contribute in. As the personal brand grows, it helps you open doors to more valuable opportunities. A strong brand inspires and motivates others to seek you out rather than you searching for them – like the difference between referral business as compared to active, time-consuming lead generation.

## Tips for Creating a Personal Brand

### 1. Raise Your Social Media Visibility

When it comes to personal branding social media is the place to start. Social media [**influencer marketing**](what-is-influencer-marketing-how-to-build-strategy) can elevate your visibility. By sending influencers content they want to share, you are getting endorsed by those influencers and securing the trust of their audience.

### 2. Spend Time on the Right Networks

Choose the right social media networks depending on your needs and your industry. For example, many real estate agents are creating business value through successful [**promoting on Instagram**](how-to-promote-on-instagram-in-2022). If you are in a high-tech or B2B sector, you might find relevant [**opportunities on LinkedIn**](linkedin-for-business).

### 3. Decide Who You Are and Be Yourself

Many companies on social media try to pass off their brand as a person, but this often fails. It rings hollow because it is an act. To have a personal brand, you must start by knowing who you truly are. Then, use social media, videos, and your own website to express that in new ways.

### 4. Focus on the Core of Communication

The better you communicate, the easier it will be to represent your personal brand in all the different situations you end up in. Look for areas where you have difficulty getting your unique ideas across and challenge yourself to improve.

### 5. Define Your Personal Brand Aesthetic

You don’t have to dress in the same outfit daily like Mark Zuckerberg or Steve Jobs to have a personal brand. But since you need to create a consistent experience across any platform where you are found, decide on the key elements – colors, fonts, and logo – for your websites and social profiles.

### 6. Drill Down to What Matters Most

Whatever your core area of expertise is, be sure you are always exploring it, studying it, and finding ways to better yourself. This not only proves your passion and commitment to your field, but it’ll provide the gravitas your personal brand needs to make a meaningful difference for others.

Branding yourself may not seem natural at first, but anyone can learn and reap the benefits. You can discover more about [**how to promote yourself on social media**](self-marketing-how-to-promote-yourself-on-social-media) elsewhere on our blog.

A personal brand helps others understand your value quickly. It makes sure that others know what your expertise is and when they can use it.

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The Why and How of Personal Branding.jpg

In today’s modern world, you are your brand. But you cannot reap all the benefits and truly be your own brand unless you consciously take control of that brand’s elements.

What Is Personal Branding and Why Is It Important

The Why and How of Personal Branding

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