What Is Reputation Management?
Reputation management is the practice of shaping and influencing how stakeholders and the public perceive your organization and its brands.
According to Gartner, reputation management involves monitoring public conversations, managing threats to reputation, and proactively engaging in efforts to strengthen brand image. It integrates multiple business areas, including communications, marketing, legal, and customer service, all of which play a role in maintaining a positive image.
A key part of this strategy is how businesses handle online reviews and feedback. Up to 94% of consumers say a negative review or social media comment has convinced them to avoid a company, highlighting the importance of actively engaging with customers to address concerns and protect your brand’s reputation.
Building a strong reputation is an ongoing process. Consistent, genuine engagement fosters credibility and trust, helping your brand maintain positive relationships with its audience.
Why Reputation Management Matters
Simply put: A strong brand reputation drives better results.
When customers trust your business, they are more likely to engage with your content, make purchases, and advocate for your brand. Without that trust, potential customers will stop engaging and even avoid your brand.
Managing your reputation helps build:
-
Trust and Loyalty: A good reputation encourages lasting customer relationships built on trust.
-
Attracting New Customers: Positive reviews, influencer partnerships, and customer stories give new audiences a reason to trust you.
-
Differentiation: In competitive markets, a strong reputation sets you apart, making you the clear choice for customers.
According to Edelman, 59% of global consumers – including 60% of adult Gen Z and 64% of millennials – agree that even if a good reputation gets them to try a product, they will stop buying if they can’t trust the company.
