Gallup's Most 5 Ways to Overcome Negative Brand Perceptions by Industry

Gallup has just released information about American’s favorable and not-so-favorable opinions when it comes to twenty five different industries. Find out where your industry comes in as far as public opinion, and what you can do to improve your brand image.

Gallup Work and Education Poll: Do Consumers Have Negative Brand Perceptions About Your Industry?

If your business falls within an industry where negative brand perceptions are held by a majority of American consumers, you may need to prove your organization’s value to customers and prospects. Find out where your industry rates with American consumers and get tips for overcoming negative brand perceptions – in any industry.

New data from Gallup shows the top 10 most favorable as well as the 10 least favorable industries when it comes to American consumer perceptions. For a business that finds themselves in industries that struggle for approval with US consumers, it might be a good idea to tell customers and prospects what sets your organization apart, and why they should do business with you.

A major professional sports organization is in the news this week for all the wrong reasons. While it should be basking in the enthusiasm and attention of its fans, instead, this week the NFL finds itself in some difficult-to-navigate waters as two of its well-known ambassadors are alleged to have committed violent crimes off the field.

These allegations bring home an important truth; sometimes the deleterious actions of a few can affect the industry perception as a whole. In light of newly-released data from Gallup, we can identify some industries where even stellar organizations may suffer as a result of negative consumer opinion of the industry overall. Organizations facing this type of PR (public relations) challenge may need to address topics head-on in order to change perceptions about their brands.

Gallup’s 10 Most Negatively Perceived Industries + 5 Ways to Overcome Negative Brand Perceptions
Gallup’s 10 Most Negatively Perceived Industries + 5 Ways to Overcome Negative Brand Perceptions

In the Gallup poll, American’s Indicated their Top 10 Most Favorably-Viewed Industries as:

  • 67% Restaurant Industry
  • 66% Computer Industry
  • 60% Farming and Agriculture Industry
  • 55% Grocery Industry
  • 53% Retail Industry
  • 49% Travel Industry
  • 49% Internet Industry
  • 48% Automobile Industry
  • 48% Education Industry
  • 46% Sports Industry

Gallup’s 10 Most Negatively Perceived Industries + 5 Ways to Overcome Negative Brand Perceptions

In the Gallup poll, American’s Indicated their Top 10 Most Negatively-Viewed Industries as:
  • 59% Federal Government
  • 56% Oil and Gas Industry
  • 45% Healthcare Industry
  • 40% Legal Industry
  • 37% Electric and Gas Industry
  • 36% Pharmaceutical Industry
  • 34% Movie Industry
  • 33% Education Industry
  • 33% TV and Radio Industry
  • 33% Advertising and PR Industry

Cultivating and maintaining a positive brand image doesn’t happen by accident. Even an organization in an industry with a mostly positive consumer opinion can suffer from brand image problems (of their own, or as a result of industry association); and as we have seen this week, public sentiment of a whole industry can quickly turn from positive to negative in the wake of scandal or improper actions on the part of just one or two entities associated with the industry.

Here are 5 Tips for Turning Negative Public Opinion into Positive Brand Perceptions

1. Acknowledge the existence of negative brand perceptions based on industry, address them and move on.

If you know of any negative issues or common misconceptions about your industry, it’s a good idea to acknowledge and address them head on in your marketing. You can do this by pointing out what differentiates your organization from competitors and educating consumers about potential pitfalls or what they should look for when they need to find a business like yours.

In the case of specific scandals relative to your industry, you may even need to take a public stand in condemnation of the improper actions of others. One way to do this is by publishing press releases or blog posts that clearly define your position on the subject and speaks to the policies or procedures your organization employs to ensure it does things the right way.

2. Err on the side of transparency throughout the customer experience so that there are no surprises.

When a customer is negatively surprised by some aspect of their experience before, during or after a sale, it impacts not only their satisfaction with, but their trust in your organization. By clearly setting expectations, communicating policies and procedures, following through on customer promises and being willing to let customers ask questions about your products or services, you lay the foundation for a positive experience, high level of trust and positive reviews and ratings.

3. Use customer testimonials and reviews as proof your brand shouldn’t share the negative brand perceptions others in the industry are painted with. 

Even in an industry that Americans review favorably, an industry segment or specific business may have negative – and undeserved – perceptions to overcome. Earning and employing positive customer reviews, ratings and testimonials could be the most powerful way to change public opinion about your organization.

4. Associate your organization with stellar businesses and individuals.

George Washington, the first U.S. President who is fondly referred to as the father of our country once said, “Associate with men of good quality if you esteem your own reputation; for it is better to be alone than in bad company.” The organizations and individuals that the public associates with your organization can also help to let customers and prospects know that your business does not deserve the negative perceptions they might have of your industry overall.

5. Be known for doing good.

Not only the way that you do business, but the values, causes and charities that your organization chooses to support with time, money and other resources tells the public a lot about your business. When your organization is known for doing good, people perceive that your business may deserve the benefit of the doubt when it comes to negative impressions they have of the industry overall.

Americans might be quick to jump on scandals and improprieties, but they also love a feel-good story. Be sure that the story they hear about your business makes them feel good about your organization, so they are more likely to want to do business with you.

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