Editor's Note: This post was originally published in February 2020 and has been updated with additional information and newer resources in May 2023.
Building your brand takes time and resources, and in today’s connected world, the reputation that you’ve worked so hard to build can be tarnished with just a few keystrokes. And whether you like it or not, what’s said about your company online can make or break your success. Fortunately, you can improve your online reputation with social media marketing and content!
Brand Reputation Examples
If you’re working to build your digital reputation, it helps to learn from the companies that have already nailed it—or stumbled hard along the way. Brand reputation doesn’t just happen by accident. It’s shaped by every interaction, every comment, and every decision you make online and offline.
Here are a few real-world examples that show what a strong (and weak) brand reputation can look like:
Apple – Consistency Pays Off
Apple is one of those companies that rarely misses the mark. Their reputation for sleek design, innovation, and user privacy has earned them a loyal customer base and billions in brand value. What helps Apple stay on top is its consistency. Their customer experience is reliable across products, service centers, and even social media responses. That kind of trust doesn’t just build itself—it’s managed carefully.
Patagonia – Purpose with a Punch
When it comes to a reputation built on values, Patagonia is a textbook example. They’ve turned environmental activism into a core part of their business strategy—and customers love them for it. Their messaging is clear, their actions match their words, and they’re not afraid to take a stand. That level of alignment between brand and behavior builds serious loyalty.
Zappos – Customer Service Done Right
Zappos is practically legendary for its customer support. They don’t just respond to issues—they wow people. Whether it’s free returns or surprise upgrades, Zappos shows that investing in customer service pays off in word-of-mouth and long-term brand love.
United Airlines – A Reputation Cautionary Tale
On the flip side, United Airlines has had some very public missteps—from mishandled customer complaints to viral service failures. And every time, the damage spreads quickly online. The lesson? One bad interaction, if left unaddressed, can tank trust faster than you think.
LEGO – Building Back Better
LEGO had a rough patch in the early 2000s, but turned things around by reconnecting with its core audience—kids and parents. By listening to feedback, modernizing its products, and staying engaged with its community, LEGO rebuilt its reputation piece by piece.
How to Choose Reputation Management Software
Choosing the right reputation management software isn’t just about fancy features—it’s about finding a solution that fits your goals, keeps you in control, and actually helps you protect and grow your brand. With so many tools out there, it can be hard to know where to start. If you're focused on managing your business’s online reputation, here are some essentials to look for:
- Know What You Need
Start with your priorities. Are you trying to monitor reviews across multiple platforms? Respond to customer feedback faster? Track brand mentions on social media? Different tools specialize in different things, so it’s important to know what matters most to you before comparing options.
- Look for Real-Time Monitoring
In the world of online reputation, speed matters. You want software that alerts you right away when someone mentions your brand, especially if it’s negative. The faster you respond, the better your chances of turning a potential issue into a win.
- Make Sure It’s Easy to Use
If your team can’t figure out how to use the platform, it’s not going to help you. Look for a clean, user-friendly interface and clear reporting. Bonus points if you can set up automatic alerts or schedule review requests with just a few clicks.
- Check Integration Options
Your reputation tool shouldn’t live in a silo. Make sure it integrates with your CRM, email marketing software, or social media management tools. That way, your team can work smarter—not harder—and keep everything in sync.
- Pay Attention to Reporting & Insights
The best tools don’t just collect data—they help you do something with it. Look for software that offers simple, visual reports showing trends in sentiment, average response times, review growth, and more. These insights can help guide your overall customer experience strategy.
- Read the Reviews (Seriously)
Before you commit, take your own advice: check the reviews. What are real users saying about the tool’s performance, support, and features? This is a great way to spot red flags—or find hidden gems that might not show up on the first page of Google.
- Think Long-Term, Not Just Crisis Mode
Yes, reputation software can help when things go wrong. But the real value comes from using it proactively—to gather more positive reviews, stay engaged with your audience, and keep a pulse on brand perception. Pick a tool that supports both everyday management and long-term growth.
Reputation Management Best Practices
Building a strong reputation doesn’t happen overnight—and it definitely doesn’t happen by accident. Whether you're managing a brand or your personal profile, your online reputation needs ongoing attention, a clear strategy, and a few smart habits. Here’s how to stay ahead of the curve.
Monitor What’s Being Said
You can’t manage what you can’t see. Set up alerts for your business name, products, and key team members. Regularly check reviews, social media mentions, and industry forums. The more you know about how people perceive your brand, the better equipped you are to respond appropriately.
Respond Quickly and Professionally
Whether it’s a glowing review or harsh criticism, respond—and do it quickly. Thank your supporters, and address complaints with empathy and a clear solution. A well-crafted reply to a negative comment can do more for your reputation than silence ever could.
Ask for Feedback (and Act on It)
Encourage satisfied customers to leave reviews. Make it part of your post-sale or service process. More importantly, use the feedback you get—good and bad—to identify gaps and improve how your business operates. Nothing says “we care” like visible improvements.
Keep Your Profiles Up to Date
From Google Business to LinkedIn to Yelp, make sure your online profiles are accurate and complete. Inconsistent information confuses customers and undermines your credibility. Keep your branding, hours, contact info, and service descriptions current everywhere.
Create and Share Positive Content
Don’t just play defense—go on offense. Publish useful blogs, behind-the-scenes videos, case studies, and customer success stories. Share them across your platforms to build credibility and push down less favorable content in search results.
Train Your Team
Everyone on your team represents your brand, whether they’re replying to reviews or interacting with clients. Make sure they know your tone, values, and how to handle complaints. Consistency is key to maintaining trust.
Have a Plan for Crisis Response
Bad news travels fast. Have a reputation crisis response plan in place before you need it. Know who will handle communications, what your approval process looks like, and how you’ll respond across platforms. A calm, confident approach can protect long-term trust, even when something goes wrong.
Future Trends in Brand Reputation Management
Reputation management isn’t standing still—and neither should your strategy. As technology evolves and consumer expectations shift, the way brands protect and grow their reputations is changing. If you want to stay competitive, you need to know what’s coming next.
Here’s what to keep an eye on:
AI-Powered Monitoring and Response
Artificial intelligence is making it easier than ever to track brand mentions across platforms in real time. Advanced sentiment analysis, automated alerts, and even AI-generated draft responses are helping teams stay ahead of issues before they blow up. Expect smarter, faster, and more accurate reputation tools to become the norm.
Video Reviews and Visual Feedback
Written reviews aren’t going anywhere, but consumers are increasingly turning to short-form video, especially on platforms like TikTok and Instagram Reels. Brands will need to monitor visual content and respond quickly when customers take to video to voice praise or complaints.
Greater Focus on Transparency
Today’s consumers care about what happens behind the scenes. They want to know how your business treats employees, where your materials come from, and what your company stands for. Brands that openly communicate their values and back them up with action will earn more trust, and those that don’t will face more public scrutiny.
Reputation as a Competitive Differentiator
As products and prices become more commoditized, brand reputation is emerging as a key factor in customer decisions. A positive online reputation isn’t just a “nice to have”—it’s a deciding factor. Businesses that treat it like a core strategy (not just damage control) will pull ahead.
Integration with Customer Experience (CX)
Reputation and customer experience are merging. Brands are starting to use review data to improve their service models, websites, and support systems. In the future, expect more CRM and CX platforms to bake in reputation tools directly.
Employee Advocacy and Internal Reputation
How your employees talk about your company online matters. From Glassdoor to LinkedIn, internal brand perception is going public. Forward-thinking companies will invest in creating positive workplace cultures and encourage employees to be brand ambassadors.
Ethical and Privacy Expectations
With stricter privacy regulations and growing concerns over data misuse, brands must manage their reputation with ethics at the forefront. Transparency in how customer data is collected and used will become just as important as fast response times or review scores.
Steps to Improve Your Online Reputation
Here are some practical ways to manage and improve your brand's online reputation.
Be a Social Media Maven
Marketers of yesteryear understood the importance of networking. Heading to networking events and attending power lunches hasn’t exactly become a thing of the past, but if you aren’t networking online, it’s unlikely that you are going to get the kind of positive attention that you need to connect with your consumer base. There are several ways that you can take hold of your presence on social media and use it to improve your digital reputation.
In the realm of online reputation, social media reputation plays an invaluable role. Your brand's social media reputation is essentially how your business is perceived across various social media platforms. It’s a reflection of your brand's reliability, transparency, customer responsiveness, and overall values. A robust and positive social media reputation is pivotal to not only attracting new customers but also retaining existing ones. Businesses that are proactive in their social media engagement, promptly addressing customer concerns and queries, sharing valuable content, and aligning with their audience's values can significantly enhance their reputation on social media.
However, maintaining a strong social media reputation is a continuous process that requires regular monitoring and engagement. The first step is to be fully aware of your current online reputation and actively manage your social media accounts. It's crucial to remember that your reputation on social media can significantly influence the overall perception of your brand, impacting customer trust and loyalty.
Take Control
It’s a wise idea to claim your brand’s social media profiles and monitor them closely. Having someone hijack your brand through a social media platform can do serious damage to your online reputation. Search for your company name on each of the major social media sites to ensure that nobody is stealing your brand identity.
Choose Your Platforms
Once you have control over your social media profiles, choose the platforms that you should invest the most time in. Some sites will be more beneficial to you than others, depending on your industry and your audience. As popular as Facebook is (3.07 billion monthly active users), it’s not the only platform you need to be visible on.
To keep your reputation in check, make sure your company has a presence on Twitter (586 million users), LinkedIn (1.20 billion users), Pinterest (537 million active global users), Instagram (2 billion users), and YouTube (the 2nd most visited website in the world). Look at each platform's demographics and see what makes the most sense for your business.
Stay Active
If you want to maintain a healthy digital reputation, you must post frequently, comment when appropriate, and reply to others’ comments. By responding quickly and professionally to comments and requests that show up on social media sites, you demonstrate your concern for the opinion of consumers.
And it's important to remember that just because a comment is negative, that doesn’t mean it should be deleted. Responding well to criticism and sharing your action plan for improvement can actually help to improve your digital reputation if done with care. Saying thank you and offering a heartfelt apology when something unfortunate happens is just as vital in the digital world as it is in person.
Powerful Content and Thought Leadership
Another way to improve your digital reputation is through the strategic use of online content. The more content you publish, the more likely it is that someone who is searching for your company will find the information you want them to find rather than reputation-damaging material, like negative reviews.
This isn’t to say that you should just be posting any old content. When you consistently publish thoughtful, professional, and—most importantly—relevant information, you have the opportunity to establish yourself as a thought leader in your industry. Basically, by getting the right content out there, you maintain a positive digital reputation while becoming the organization to turn to whenever a consumer has a question.
A well-rounded digital content strategy will include mechanisms for regularly publishing blog posts, press releases, videos, and infographics.
Yes, Your Blog Will Get Noticed
Your blog will attract attention as long as you are following the content marketing golden rule. Keep it relevant. Regularly publishing to a company blog will provide a steady flow of information about your brand that will be shared with the public.
A blog is a great reputation builder because it reflects the thoughts and values of your company and lets the world know what you have to offer. A blog can also be used to optimize your rankings in the search engines so that your company gets tied to the keywords that attract consumers.
The Danger of Posting and Forgetting
Blogging would be much easier if you could simply post content and move on. But if you want to improve your digital reputation, you’ll have to follow up.
The comment sections of a blog provide an opportunity for consumers to engage in thoughtful conversation, but they can also get filled with negativity. The anonymity of the digital environment encourages some to respond to even the smallest bit of dissatisfaction in a very public way. The better established and more popular your blog becomes, the more vulnerable your company will be to negative feedback. Just as with negative social media comments, less-than-favorable comments on a blog can serve as an opportunity to respond in a way that will reflect positively on your company.
Posting Diversity
Especially as you are building your digital reputation, getting content published outside of your blog is helpful. Once you feel comfortable, publish content and guest posts to larger, more reliable sources and industry publications. The wider your reach, the more your content will be read and shared with others, which will only improve your digital reputation. YouTube (which has over 2 billion users) and video are huge opportunities, and including this medium in your posting strategy can assist with boosting your online reputation.
Target Your Audience with Quality Content
It’s not enough for content to be well-written. If it doesn’t speak to the audience you are trying to reach, it will do little to improve your online reputation. Content should be original as well as informative. Today’s consumers have a shorter and shorter attention span, so the content must also hook a reader quickly, incorporate attention-grabbing tools like graphics and video, and contain information that is up-to-date. When you understand the needs and preferences of your target audience, you’ll be less likely to get that negative feedback that can damage your online reputation.
Tips to Fight Bad Online Reputation
So now that we know the value that a good brand reputation brings to a business, in particular to helping businesses retain and gain new clients or customers, here are some tips you can use to fight a bad online reputation.
1. Respond Quickly
Treat comments or messages on your social media channels as client queries. Taking too long to respond to comments gives off a bad impression and could risk you losing followers and supporters. So the best way to tackle comments (both positive and negative!) on your social media is head-on: respond as soon as possible to comments, messages, and other feedback you receive.
2. Avoid Being Aggressive
While not everyone's comments on your social media channels will be positive, it is always important to keep calm and respond professionally. Responding to your followers less aggressively can calm down an upset follower and help to show that your brand cares.
And make sure to apologize for any bad feelings that the commenter may feel and explain the steps they can take (and that your company can complete) to help them resolve these problems.
3. Social Monitoring
Monitoring your social media accounts can ensure that you'll know immediately when there's any activity in your social media profiles. If you receive negative comments, for example, you will be alerted right away, and your team can take action to address them. Using digital reputation management apps such as SimilarWeb and BuzzSumo can help you with your online reputation management and help you respond to comments swiftly.
Benefits of Managing Your Digital Reputation
There are more benefits to managing your digital reputation than just increasing your number of followers. Here are some advantages that come from maintaining your brand’s digital reputation.
Tell the Story the Way You Want
Social media lets you tell your side of the story. You can use posts to craft your brand story, show what your brand stands for, and highlight the causes that your brand believes in. Social media gives you a platform to show the world what you want them to see, and it can help you to grow your brand awareness.
Builds Credibility and Trust
Building your reputation through Google ranking and reviews can help you grow your reputation. Potential customers want to follow a company that they can rely on and trust. And when your webpage ranks highly and when your business has a lot of positive reviews, you show people that your brand is reputable and worth trusting.
Reinforces Your Brand
A good digital reputation can also increase your brand reach. As customers turn more and more to online searches to look for businesses to buy from and work with, it's imperative that your brand shows up on the search results.
Keeping your content marketing fresh, your search engine keywords up-to-date, and increasing your digital reputation can ultimately help your website rank better and show up in more of those valuable search results.
Higher Revenues
Higher placement in the Google search results and loads of good reviews can also help you earn higher revenues. Creating an online reputation management strategy will help you to gain better ratings, more social popularity, and more followers, which all help increase sales.
How to Safeguard Your Digital Reputation
1. Google your Company
The first thing is the most obvious—start by googling your company and your brand name at least once a month. Review your results page - where do you rank? Are your competitors showing up? Are you seeing something you don't like? Put yourself in your customer's shoes - what would they think if they saw this results page?
If you're not happy with what you're seeing, then it might be time to create more content that will rank higher on Google. Try things like blog posts, videos, or SEO-friendly social media profiles.
2. Set up a Google Alert
Google Alerts notify the user when your business name is being used or any activities linked to your company. Set up an alert that will let you know as soon as your brand shows up somewhere you don't expect.
3. Think Before You Post
Always think about your online reputation when you post on social media. Do not post anything that will conflict with the message of your brand. Avoid posting negative comments about a competitor or former client.
Anticipating Future Challenges to Our Digital Reputation
There are always going to be challenges when establishing a digital reputation. Create a digital reputation strategy that contains management crisis options when problems arise. Having a plan with options ready when something goes wrong is going to ensure you're not panicking when you hit your first bump in the road.
Digital Reputation FAQs
Ready to boost your digital reputation? Looking to learn more? Here are some of the most frequently asked questions we receive:
What is a "digital footprint"?
Your digital footprint is any information about you that can be found on social media. Information includes the content you publicly post, the sites and pages you follow, and the posts you like or comment on.
A digital footprint, in the context of digital reputation, refers to the trail of data you leave behind when you interact online. It encompasses everything from your social media activity and online purchases to your blog comments and search histories.
Your digital footprint significantly contributes to what is known as your digital reputation. Digital reputation encapsulates the perception of an individual or business in the digital sphere based on their activities, interactions, and the content they post or that is posted about them. For businesses, a strong digital reputation is synonymous with credibility and trustworthiness, affecting not only their brand image but also their bottom line.
Given the pervasiveness of the internet in our lives today, understanding your digital footprint and how it affects your digital reputation is crucial. Businesses need to be mindful of their online activity, ensuring it aligns with their brand values and contributes positively to their overall digital reputation.
How do you get a good digital reputation?
To gain a good digital reputation, you can follow, post, comment, and like social media pages and content that is favorable to your company. Avoid negative reviews and bad-mouthing competitors.
What is a good reputation?
A good online reputation is when your company receives good reviews, a high ranking on Google, and a high level of trust and credibility.
How can you protect your digital footprint and reputation?
Do a Google search of your company regularly and ensure your name and brand are always represented in the best light.
What is digital reputation?
Digital reputation refers to the perception and evaluation of an individual, brand, or organization based on their online presence and interactions. In today's digital age, where information is readily available and easily shareable, digital reputation plays a vital role in shaping public opinion and influencing decisions. It encompasses various aspects, including online reviews, social media presence, search engine results, and online credibility. A positive digital reputation can enhance trust, credibility, and authority, increasing opportunities, customer loyalty, and business success. Conversely, a negative digital reputation can damage a person's or organization's image, leading to loss of trust, customer dissatisfaction, and potential business setbacks. Managing and safeguarding one's digital reputation requires active monitoring, engaging in online conversations, addressing customer feedback, and maintaining a consistent and authentic online presence. By actively managing their digital reputation, individuals and businesses can ensure a positive perception, establish themselves as trustworthy entities, and effectively navigate the digital landscape.
What is social media reputation?
Social media reputation refers to the perception and evaluation of an individual, brand, or organization based on their presence, interactions, and activities on various social media platforms. With the widespread use of social media, people and businesses can engage with a large audience and shape their online image. Social media reputation encompasses factors such as the quality and relevance of content shared, the level of engagement with followers, the tone and responsiveness of communication, and the overall sentiment social media users express. A positive social media reputation can enhance visibility, credibility, and customer loyalty, attracting a larger audience and fostering positive brand associations. Conversely, a negative social media reputation can result from controversial posts, inappropriate behavior, or poor customer service, leading to a loss of trust, negative brand perception, and potential reputational damage. It is crucial for individuals and businesses to proactively manage their social media reputations by consistently sharing valuable content, engaging with followers positively and authentically, and promptly addressing any concerns or negative feedback. By cultivating a strong and positive social media reputation, individuals and businesses can effectively build trust, strengthen relationships, and leverage the immense potential of social media platforms.
How does digital marketing help build your online reputation?
Digital marketing boosts your brand image by increasing the number of likes and follows you receive on posts, which in turn can help you to rank better in search results.
What happens when your business has a good online reputation?
A good reputation leads to an increase in social media followers, sales, and trust from existing and new clients.
What’s online reputation management (ORM)?
ORM is a strategy that helps to build and maintain a user's reputation. ORM includes using digital strategies such as online reviews and social media content to help boost a company's reputation.
Is managing your online reputation necessary?
Yes, managing your online reputation can help you reduce negative reviews or bad publicity. It can safeguard your brand, as well as boost its credibility.
Contact Us for Ways to Manage Your Online Brand Reputation
Becoming a thought leader and developing a stellar digital reputation is not something that happens overnight, even when content and social media marketing are a top priority. But when you focus on consistency, diversity, and a strategic approach—all the necessary components to the online strategy—you will improve your digital reputation and keep it solid.
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