Before the advent of the Internet, it took a drop in sales or a negative news article for brands to realize their reputations were in question. Now, brands can perform a simple Google search and learn exactly what the public thinks of them. The search results aren’t always good, and repairing your reputation can take time, but it’s better to be in the know than in the dark.


As frightening as it may be to see your brand’s name associated with negative, often cruel (and sometimes false), remarks about your brand, it’s important to take immediate action when you discover content that is potentially damaging to your reputation.


Brand Identity

Take control over your brand’s image by focusing on owned media.

Focus On Owned Media 

In a recent post, we spoke about the benefits of owning your own media. The social media platforms you use are rented space, and you have millions of noisy neighbors constantly invading and competing for your space. Your website, however, is your personal property. Creating your own content on your website does more than tell your brand’s story and cultivate a positive image, it provides a consistent flow of content that drives down negative stories that may currently rank highly in search results. The object of owning your own media is to build links that lead to positive content and bury links that lead to negative content.



Take Advantage of Social Platforms

Social networking sites may be rented space, but they’re still worth the investment. Apart from the obvious benefits of social media, including having instant access to your customers, it also provides you with reputation monitoring tools. Set up your account to receive alerts any time your brand is mentioned on social media, and you’ll be able to quickly respond to negative criticism and questions about your brand. If you’re brand isn’t ready to establish its social media presence, you should still create accounts in your company’s name— before someone else does. If your brand’s name is confused with another’s, your reputation could be in jeopardy. Finally, active social profiles will rank above old negative reviews.


Public Relations Graphic

Public relations companies specialize in managing relationships with the public.

Monitor Your Reputation on Review Sites

Millions of people flock to review sites to tell the world about their consumer experiences. When reviews are extremely harsh, it can have devastating effects on business. Social savvy brands keep a close watch on review sites and continuously engage with customers. Websites like Yelp allow brands to get instant alerts when customers send direct messages or leave comments on a business page. Monitor your business pages on review sites and immediately respond to criticism and complaints.


Public relations generates more than publicity. It fosters relationships with the public. If your reputation is in question, repairing your relationship with the public is critical. By being proactive and having a reputation management plan in place, you can combat the issues before they begin.


What tools are you using for reputation management? Have they helped you maintain a positive brand reputation, or is there simply too much noise on the Internet? Leave your insights in the comments section, or tweet me @nataliepetitto.