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How to Manage Your Brand Reputation & Crafting Strategy

Learn essential strategies for success, discover must-haves for your company's reputation, and unravel the mysteries of crafting a winning brand reputation strategy!

Written by RamotionDec 1, 202316 min read

Last updated: Feb 6, 2024


Standing out from the crowd is a challenge for every business, and one crucial factor demands attention: brand reputation. Your brand's image, as perceived by consumers, can make or break your success.

Let’s explore the profound impact of brand reputation on the future of your business and why building one should become your top priority regardless of the size of your company.

Here, we’ll discover practical online and offline brand reputation strategies to enhance customer acquisition, increase loyalty, and drive overall business success.

As we touch upon the importance of maintaining a positive brand image, you'll gain insights that can shape your journey as an entrepreneur in the competitive market.

Defining Brand Reputation Management

Brand reputation management ensures that existing customers have a favorable opinion of the brand and are likely to recommend it to people they know. In contrast, potential customers have a positive sentiment about the company and will likely become customers shortly.

Customer feedback and word-of-mouth play a crucial role in brand reputation. When customers have positive experiences and share them with others, it contributes to building a favorable brand reputation.

Online Reputation Management (ORM) is the process of keeping track, preserving, and improving the online reputation of a company or individual. This includes handling and addressing online reviews, social media posts, and other digital content to showcase a positive image to potential customers.

Several decades ago, customers used to share their opinions after visiting a physical store with their nearest circle of friends and family, so the feedback on the products and services didn't spread so quickly.

With the rise of social media, feedback gets visible to millions of potential customers at the click of a mouse.

When adopting a specific brand reputation management strategy, companies must prioritize their social media presence, as negative customer feedback can affect even a well-established brand's reputation, and it's hard to win customers' trust back.

ORM uses a multi-channel approach to prevent and fix issues that could hurt your brand's reputation.

With more people using search engines to learn about products or services, it's essential to ensure that the best and positive results appear first when people search for your brand.

This is one of the most crucial aspects of your brand reputation management strategy, so monitoring these results is very important to ensure that positive feedback reaches your audience first.

Importance of Brand Reputation Management

In the long term, the significance of brand reputation management extends beyond immediate gains, influencing the overall trajectory of a business. It is not merely about products and services but many aspects that can fuel the business growth.

Customer Trust

Customer trust is the most critical component of effective brand reputation management. If your current customers are dissatisfied, a fancy website and advertising campaign won’t help you to attract new ones, as feedback travels with the speed of light over the internet.

Effective online reputation management involves actively monitoring and promptly addressing online reviews, which is pivotal in establishing and strengthening trust in a brand.

Businesses can bolster their reputation and earn current and potential clients' confidence by actively seeking positive feedback and quickly addressing any negative feedback.


A strong strategy helps increase customer loyalty. Satisfied customers are likelier to stick with a trusted brand, leading to repeat business and long-term relationships.

Loyalty is not only about the quality of products or services but also about the overall positive experience associated with the brand.

Consistently delivering on promises and maintaining a positive image, a brand can create a loyal customer base that becomes a significant asset for sustained success.

Sales Conversions

When customers have confidence in a brand, they are more likely to choose its products or services over competitors.

Positive online reviews and a strong presence on social media build credibility and influence potential customers during their decision-making process.

Managing and promoting a positive brand reputation can increase sales and revenue, driving the business forward.


Building awareness is crucial for brand success, and consistent reputation management significantly contributes to this aspect of any business. A strong brand reputation makes a company more memorable and recognizable.

A brand can enhance its visibility through effective online strategies, such as social listening and engagement on platforms like Sprout Social. Increased awareness attracts new customers and reinforces the brand among the existing customer base.

Competitive Edge

A positive brand reputation provides a distinct competitive edge since customers are likelier to choose a brand they trust and perceive positively.

This positive perception can differentiate a company from its competitors, making it the preferred choice for consumers.

A strong brand reputation positions the company as a reliable and reputable option, giving it a competitive advantage in the market.

Employee Brand Engagement

Employees are integral to a brand's success, and their engagement is closely tied to its reputation.

Employees who are proud of their company's positive image become more engaged, motivated, and aligned with the brand's values.

Providing educational resources as part of this strategy further empowers employees with the knowledge and understanding needed to contribute positively to the brand's image.

This, in turn, contributes to a positive work culture, higher productivity, and employee retention.

Actively managing the brand's reputation ensures that employees feel a sense of pride and commitment to upholding the brand's positive image.

Word-of-Mouth Promotion

A positive customer experience with your brand fuels word-of-mouth promotion, one of the most potent forms of marketing. Satisfied customers become brand advocates, sharing their positive experiences with others.

Online reviews and social media play a significant role in facilitating this organic promotion.

Encouraging and leveraging positive word-of-mouth promotion helps in customer acquisition and contributes to the overall growth of the business.

Reputation Statistics

Brand reputation statistics refer to the measurement and analysis of how the public perceives a brand. This includes customer reviews, social media mentions, news articles, and other online and offline feedback forms.

These statistics can help businesses understand what areas of their brand they need to improve and monitor changes in their reputation over time.

One powerful example of a high-performing brand with a perfect brand reputation is Costco.

This popular retail chain is known for its affordable prices and high-quality products. Regarding brand reputation, Costco consistently ranks high in consumer satisfaction surveys and has a strong positive image.

Brand Reputation Statistics for Costco in the United States:

Metric Data Source
Brand Awareness 83% of U.S. grocery store customers heard about Costco from friends and family Statista - Costco Brand Profile
Popularity 33% of U.S. grocery store customers enjoy shopping at Costco Statista - Costco Brand Profile
Usage Share 27% of U.S. grocery store customers shop at Costco on a regular basis Statista - Costco Brand Profile
Customer Loyalty 22% of U.S. grocery store customers are likely to use Costco again; 81% loyalty rate Statista - Costco Brand Profile
Media Buzz 22% of U.S. grocery store customers heard about Costco in the last three months Statista - Costco Brand Profile

These statistics indicate high brand awareness, popularity, and customer loyalty for Costco in the United States.

The positive sentiment among customers highlights the brand's strong reputation in the grocery store segment.

Cases with Reputational Failures

An organization's reputation can be severely damaged by a misdeed or poor performance, leading to what is commonly known as reputational failure. The causes of such failures can be numerous, ranging from inadequate customer service to ethical violations, product recalls, or data breaches.

Consequences of reputational failure include diminished customer loyalty, decreased revenue, and brand damage.

Let’s take a look at 3 examples of reputational failures of well-known brands:


In 2020, Boohoo, a fashion retailer, was hit with a scandal that revealed poor working conditions and labor exploitation within its supply chain, causing a serious blow to its reputation for ethical practices.

In response to the crisis, Boohoo swiftly took action to tackle the problems and avoid further damage to its image. The company conducted extensive audits of its supply chain, pinpointed non-compliant suppliers, and ended relationships with those involved in unethical practices.

Boohoo established rigorous ethical sourcing policies emphasizing fair labor practices and adherence to industry standards.


Facebook's reputation suffered a significant setback in 2018 due to the Cambridge Analytica scandal, which compromised the private data of more than 80 million users, misused it for political purposes, and contributed to the proliferation of fake news on the platform.

As a result, Facebook faced intense scrutiny and a sharp drop in its stock market value.

To address the crisis, Facebook implemented a series of robust measures aimed at preventing future reputational failures.

These included significant investments in data protection measures such as advanced security protocols and tools to safeguard user information, regular security audits, enhanced encryption, and stricter access controls to prevent unauthorized data access.

To tackle the issue of misinformation on the platform, Facebook collaborated with fact-checking organizations, implemented algorithms to identify and reduce the spread of false information, and enhanced content moderation.

These efforts formed key components of their strategy to restore their reputation and maintain user trust.

Wells Fargo

Wells Fargo faced a significant reputational crisis in 2016 when it was exposed that employees had opened unauthorized accounts to meet sales targets. These unethical practices damaged the bank's reputation and resulted in a loss of customer trust. To prevent further reputational failures, Wells Fargo took decisive actions to address the root causes of the scandal. The company implemented measures to instill ethical conduct and enhance its internal controls.

Firstly, Wells Fargo introduced rigorous ethical conduct training programs for all employees, emphasizing the importance of maintaining the highest standards of integrity in their interactions with customers.

The bank also conducted regular audits and reviews of its sales practices to identify and rectify deviations from ethical standards.

The company transparently acknowledged the wrongdoing and outlined the actions taken to prevent similar issues in the future.

As you can see from these examples, companies prioritizing ethical practices, product safety, and customer communication are better equipped to prevent and navigate reputational risks.

Online tools can be crucial in monitoring customer sentiment, allowing companies to address concerns promptly and maintain a positive brand image.

How to Build Brand Reputation

Building a strong brand reputation requires a comprehensive approach prioritizing high-quality products, transparent communication, prompt responses to customers’ inquiries, and active community engagement.

Let’s look at the steps you must take to build a strong brand reputation.

1. Build Brand Identity

Establishing a compelling brand identity is a nuanced process that carefully curates the online message tone and visual presence.

The message tone should resonate with your target audience, reflecting the personality and values of your brand.

For example, if your brand aims to be approachable and friendly, the tone should be conversational in your social media posts and marketing materials.

Visually, ensure consistency across platforms – from your website design to social media aesthetics.

Consider brands like Apple, which has a minimalist and sleek visual identity instantly conveying sophistication and innovation.

2. Determine Your Brand's Presence

Identifying the necessary online and offline platforms for brand presence is essential for comprehensive visibility. Beyond conventional online platforms, consider unconventional channels such as hosting webinars or participating in industry forums.

Offline methods like banners and promotions in physical spaces should complement your digital efforts.

For instance, if your target audience frequents specific events or locations, strategically placing banners or organizing promotions in those areas can enhance your brand presence. This diversity ensures that your brand is visible to a broader audience.

3. Track Any Feedback

Creating efficient monitoring systems for social media comments and mentions is essential in managing a brand's reputation.

Using Online Brand Reputation Management (ORM) tools to monitor online reviews, comments, and social media mentions provides valuable feedback from various sources that contribute to a comprehensive understanding of your brand's reputation.

For instance, positive comments highlighting a particular aspect of a brand's service can be incorporated into marketing efforts to showcase its strengths.

4. Reply to Mentions and Messages

You must establish an internal response system for social media mentions to maintain a dynamic and responsive brand image. This requires creating a response matrix with scripts that reflect the tone of voice of your brand.

For instance, if your brand is known for its humorous approach, ensure that the responses to customer queries or comments reflect this style.

Developing a system for dealing with negative feedback and crisis resolution is important, including predetermined steps and communication strategies. This way, you can maintain consistency in brand communication even in difficult situations.

5. Share History and Values

A compelling brand narrative that aligns with your company values and history is essential for establishing a positive brand reputation that resonates with your target audience.

One way to do this is by sharing your brand's history and emphasizing pivotal moments and milestones that have contributed to your success. To make your story engaging, consider involving a branding strategists team that will help you create a short and compelling narrative.

Sharing the story of your brand's inception and highlighting the development of your offerings throughout the years instills a sense of trust in your customers and strengthens their emotional connection with your brand.

6. Be Active

Ensuring promptness in addressing emergencies is a proactive measure that demonstrates your commitment to customer satisfaction.

For instance, if you are facing difficulties with logistics and cannot deliver your product on time, you should inform your customers about the problems you are facing and the solutions you have found.

This transparency mitigates potential damage to your reputation by showcasing accountability and a customer-centric approach.

7. Highlight Positive Aspects and Feedback

Using positive feedback to boost your brand is a smart move. If your brand gets praised for great customer service, why not showcase those compliments in your ads and social media?

It's like saying, 'Take a look at the good things people say about us!' Highlighting positive feedback will help boost your reputation among potential and existing customers, as people usually take the public opinion seriously when purchasing.

8. Be Trendy

You must follow current industry trends to stay competitive in the modern business world.

One way of doing it is to actively participate in trending conversations on social media and align your brand messaging accordingly.

If a viral challenge or hashtag aligns with your brand values, participate genuinely and authentically by incorporating it into your content or activities.

Share how your brand relates to the challenge or hashtag in a way that feels natural and true to your identity. This could involve creating unique and engaging content that resonates with your audience while staying true to the essence of the viral trend.

This way, you join the conversation and demonstrate that your brand fits current trends and community interests.

List of ORM Tools

Here's a list of effective Online Reputation Management (ORM) tools. designed to empower businesses in monitoring brand mentions, analyzing sentiment, and engaging with their audience across diverse online platforms.


Hootsuite is one of the most popular solutions for brand reputation management platforms that efficiently streamlines the daily tasks of a social media manager.

It provides a user-friendly interface for seamlessly managing various activities, including content curation, post scheduling and publishing, team management, and ROI measurement. Hootsuite brings all these tasks into a single, easy-to-use platform, simplifying the workflow.

Hootsuite integrates with major social media platforms, including Facebook, Instagram, YouTube, LinkedIn, Twitter, and Pinterest. As a result, you can navigate and manage all your social media activities from one centralized hub.

Hootsuite provides valuable insights into online conversations, enabling businesses to address concerns promptly and build a positive online reputation.


Brandwatch serves as a social listening and analytics tool, offering insights into brand mentions, sentiment, and trends across the web.

Businesses leverage Brandwatch to understand their brand's perception online and identify emerging issues or opportunities.

This tool allows users to monitor brand mentions across various social media outlets, analyze sentiment and trending topics, allowing business owners to understand their customers' pain points and provide a prompt response.

Sprout Social

Sprout Social provides users with a social media management solution that allows them to efficiently manage multiple social media accounts in one convenient location. Its features include scheduling, publishing, monitoring social media content, analytics, and tracking engagement.

With Sprout Social, businesses can monitor, manage, and analyze their online reputation by tracking mentions, reviews, and sentiment across various channels, including social media, search engines, and customer service platforms.

Its user-friendly interface and robust features make it effective for social media management and real-time monitoring of online conversations.


Mention is a powerful media monitoring tool that tracks brand mentions from various online sources, including social media platforms, news websites, and forums.

Its widespread usage allows businesses to stay well-informed about all the ongoing discussions surrounding their brand, thus empowering them to respond quickly and manage their online reputation efficiently.

Mention offers real-time alerts and a centralized dashboard, which provide comprehensive and proactive reputation management.


BirdEye is an online reputation management tool that helps businesses monitor and improve their online presence.

It allows users to track their brand's reputation across various online channels, including social media, review sites, and search engines, and promptly respond to negative reviews and comments.

One of the key features of BirdEye is its automated alert system, which promptly notifies businesses of any developments that require attention. This system enables swift responses to emerging situations, further solidifying the brand's online standing and reputation.

BirdEye has a handy mobile app. It lets business owners use important tools even when they're on the move. This means staying connected and quick to respond, no matter where they are. It's all about keeping that online reputation in check all the time.


Sprinklr is a social media management platform for businesses that provides a broad range of tools to back up popular brand management solutions, including social listening, engagement, and analytics.

Its diverse offerings allow companies to monitor brand mentions, interact with customers across various channels, and analyze social media data to improve their online reputation management strategy.

Notably, Sprinklr's benefits are not limited to customer engagement alone. It also enables businesses to gain an extensive understanding of feedback related to their products and services.

The platform extends its capabilities to provide crucial insights into competitors' offerings and strategies, allowing businesses to identify crucial market trends and capitalize on unfulfilled customer needs, taking their performance to new heights.


Using advanced AI algorithms, SentiOne thoroughly examines customer feedback and reviews from various platforms such as social media, blogs, and review sites.

The platform discerns the underlying sentiment of customer feedback, thereby assisting businesses in recognizing and resolving negative reviews and maximizing the benefits of positive ones.

This helps businesses improve their online reputation and increase customer loyalty, leading to better overall performance.


Overall, your brand's reputation holds incredible power. It shapes what people think about your company and affects how successful you can be. That's why focusing on building a positive brand image is so important.

Using tools like Hootsuite, Brandwatch, and others, businesses can monitor what people say about them online, respond to feedback, and ensure their reputation remains positive.

A good one isn't just about making sales; it's about how people feel when interacting with your brand, whether they meet their needs.

So, by paying attention to your brand's image and using these tools, you're taking charge of how people see your business online, ensuring a positive and lasting impression.