It is not that the brands were not conscious about their reputation before the advent of the many digital media. At the same time, there's no denying that the always-online consumerism has made the organizations freshly aware of the possible ill-effects of not managing it actively. Today we talk about factors like influencers and SEO as collaborators on this journey to building not just a brand but a brand with a solid and lasting repute. Trolls, online feedback, bullying, incorrect reviews, paid maligning etc. are not just faced by celebrities but by brands too.

To that effect, there can be two approaches to any brand's reputation management strategy- passive and active. The former emphasizes on tackling any forthcoming comment/review from a 3rd party whereas the latter focuses on building the reputation in advance so as to create trust and antipathy towards the attack beforehand. Ideally, a mixed approach is what works. What you might like to keep in mind is that while the user has a compulsive tendency to conclude basis the negative remarks available, he is also, not stupid. Too much of positive reinforcement tends to cross the line and you might be perceived as "trying too hard". The concept of reputation management is also intertwined with the brand purpose, hence, the content that is put out needs to speak a common language.

An active strategy shall involve a lot of topical content being used as well as using influencers and testimonials to create an image in the reader's mind- a sense of positive correlation that stays in the backburner. For example, one look at Amul's Instagram handle will tell you what topical content can look like and by doing that they are killing two birds with a stone- staying true to the brand's purpose and building a reputation for them. One tends to associate the brand with fairness, honesty and goodness. Having said that, your approach to this is also affected by the kind of product you offer. For example, Uber might be subjected to more attacks on social media when compared to Amul, simply because of the nature and subjectivity of the services it offers.

Here are a few simple steps that can be deployed to derive at a successful brand reputation management strategy-

Hire an agency and the tools - Let's face it, you cannot possibly be everywhere and be reading every comment being made all across the platforms you breathe on. It is a good idea to outsource this to the specialists while ensuring your vision is clear to them. At the same time, deploying some software tools to recognize the harmful conversations might help too.

Focus on your content strategy - Be consistent, effective and maintain the quality. This will require an analysis on what your audience perceives you as and what type of content is expected out of the brand on social media and otherwise. Regularity being the key here.

Response to Criticism - It is important that the unflattering comments are never ignored. Revert to them and do it gracefully. At the end of the day, a customer wants to be heard and a troll needs to be healed. Approaching them with humility will help you nip the issue at the bud rather than engaging in an ever-growing argument. Remember just like you, the users are managing their reputation too.

Engage with your community - There would be many sectors directly or indirectly associated with your product and it is very important that your brand is known for inclusivity. Engage with your fans, organic influencers, partners, vendors etc. and build a shield around yourself.

Your brand's reputation is no longer a matter parked at the backwaters of vanity, it is now exposed in the open for the world to see and experience. It is high time we took the matter into our hands and make the required checks. Kestone, amongst other services, also provides Brand Reputation Management services and we must say our clients have not complained. Please connect at, for further information.