How Customer Reviews Help in Branding a Business


Word of mouth has been the biggest influencer of purchasing decisions since the beginning of time. What’s evolved is that consumers who got reviews from family, neighbours and friends are now also reading and watching reviews of other buyers online. Who doesn’t like the assurance from a trustworthy source? Today every creative agency in India utilizes client testimonials for effective branding of businesses.

Not just a social proof of quality, testimonials act like nano influencers. So, if we want to gain the attention and leads, we must know how to effectively utilize them and realize the advantages of reviews in branding.

Advantages of Customer Reviews in Branding.

1.      They Drive Sales

A study by Harvard Business School shows that reviews ultimately affect the reputation of the brand. The more positive it seems, the better the sales are.

Customer reviews are a form of evidence to potential buyers about quality of the brand and encourages them to go for it.

2.      They Increase Visibility

Be it a restaurant, a service provider or a clothing/cosmetic brand, everyone likes to read the Facebook or Google reviews to know more about them. So having your customers post about their experience at these platforms, increases the online content and the chances for people to know you when they search.

3.      They Create Credibility

One client’s testimonial is another client’s source of trust. According to a study by Neilson, 83% of consumers completely or somewhat trust online recommendation from their friends and family. And as per HubSpot’s study, 70% people trust online reviews.

Yes, the way your customers talk about you leaves a powerful footprint.

4.      They Generate Engagement

Today reviews have the potential of going viral. So, negative or positive, news spreads fast. Such events encourage other customers with similar experiences to comment and share, thereby increasing your brand’s online presence.

Take it from the best brandingcompanies in India - they are always on their toes responding to reviews and managing the narrative.

5.      They are Essential for the Decision Making

Personal recommendations and online customer opinions give potential buyers a good push to the final step of purchasing. An Ogilvy Cannes study on the power of word of mouth shows that 74% of consumers consider it a key influencer in their decision.

6.      They help develop Customer Relationships

Having your customers share their reviews, gives you a chance to respond to them, engage, resolve concerns, thank them and establish stronger relationships. This helps any business retain customers and build a loyal base. 

How to Get the Right Testimonials – Basic Strategy.

·         Follow up with customers

Email, send a message or call your recent customers to talk about their experience with your service or product. Follow up again if required. Sooner you get the testimonial, more elaborate it will be.

·         Make sure you approach your best customers too!

Reach out to your loyal customers and the ones most likely to give you a positive review. It will also help you strengthen your relationship with them and encourage their brand loyalty.

·         Ask the right questions

Just words like awesome and great won’t build enough faith in your brand. Ask questions like how they felt, are they likely to recommend, what benefits they experienced and if they saved any money. These will help you get content for a detailed testimonial that inspires and helps other customers.

·         Curate the content well

Include all the essential aspects of the client’s review in designing the testimonial. The content should highlight the ‘What, Why and How’ of their experience.

How to Use Customer Reviews Effectively.

Utilize the testimonials for a maximum impact. Video testimonials are very captivating and engaging, so try creating videos of your customers sharing their experience. Get written reviews too, as they are readable, easy to follow and serve the great SEO purpose. And here’s how you can finally share what you collect:

a.      Blog it

b.      Websites: Publish text reviews & testimonial videos

c.       Social Media posts, stories and live

d.      Case studies 

All this may seem like an enormous task and can take your focus away from your business itself. Well, most businesses outsource their branding requirements to companies like Kreative Lion. It is the best branding agency in Vadodara, providing creative and result-oriented digital marketing services to companies in various countries.

Location: India

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