A brand is a promise. A good brand is a promise kept
Brand management is the strategic process of creating, maintaining, and improving a brand’s identity, reputation, and perception in the marketplace to build customer loyalty, trust, and value over time. This includes everything from logo design and marketing to ensuring consistent delivery of brand promises across all customer touchpoints. It focuses on shaping how consumers feel about a product or company.
One of the best ways to grow a brand is to create a community around it. These community members will ultimately and indirectly become the brand’s ambassadors by sharing the brand’s messages online or randomly mentioning the brand in conversation. We have continued to grow Bestmed’s community online over the years.
Community growth
Social Media Following
Social Media Reach
Community management and brand reputation
We managed brand reputation by ensuring all queries, reviews and complaints were responded in a timely fashion. To improve our performance in this regard, we created a Teams chat group with members of client services. Digital does not always have the answer so we get assistance from client services (escalations specifically) on what to respond to certain queries. This has yielded great results.
Google reviews
HelloPeter reviews
Social Media (Meta) queries
Ratings are fairly low on both our review platforms. Any time we make progress with positive ratings and increase our rating, a negative review comes in and drops us right back. We plan to improve this by actively requesting reviews from members who have just had a good experience with bestmed (like a member who recently got their claim approved, or had a positive interaction with Client Services).
Brand strategies that worked in 2025
We executed some amazing strategies in 2025 and we will be continuing and improving on them in 2026.
TikTok
We started posting consistently on TikTok. Very quickly, our followers began to grow organically. TikTok now generates more organic leads than all our other platforms combined. Thus confirming that the world really has shifted from static content to video content, and so has our target market.
We’ve plan to generate more TikTok friendly videos in 2026.
Social Media Advocacy
Social media advocacy uses social platforms to promote a cause, brand, or issue, leveraging supporters (customers, employees, partners) to share messages, build awareness, and drive action, transforming passionate individuals into authentic promoters through genuine sharing, reviews, and engagement.
This is a structured initiative where Bestmed encourages and empowers its employees, members, or supporters to share positive, authentic content about the brand on their personal social media channels. The goal is to amplify the brand’s reach, credibility, and engagement through trusted voices rather than just the company’s official accounts.
Banner refresh
Creative fatigue happens when your audience is repeatedly exposed to the same creative elements. To combat this, we began refreshing Website carousel banners and Social media banners every quarter.
Each quarter usually comes with different themes, e.g. summer vs winter, product launches, or travel seasons. Updating banners helps visually support what we’re currently talking about.
Video Content
Video content has proven to be very effective not only in encouraging engagement from our audience but also boosting the morale of the staff that we have asked to participate in them. In 2025 we produced 36 videos, and plan to continue doing so in 2026.
Here are four of our best performing videos on LinkedIn
Likes: 89. Views: 1591
Likes: 73. Views: 2376
Likes: 71. Views: 1285
Likes: 70. Views: 2497
What’s New?
Here are some things to look out for in 2026.
Interactive Reels
Interactive Reels are short-form videos designed to feel personal and participatory. By encouraging viewers to tap, hold, or place their finger on the screen, these Reels create the illusion of interaction, making the experience feel more human. Interactive Reels extend our Personally Yours promise by inviting members to actively engage with the content, rather than simply consuming it.
Forward reel to Marketing group
This format plays on human instinct. “If I touch this, something will happen.” It triggers curiosity and encourages engagement. The user is not just watching, they are participating.