Establishing and protecting your brand’s reputation online

You did it. You built your brand into one that consumers love and trust. You might be thinking the ride is smooth sailing from here, but the work is just beginning. Now you have to maintain the momentum and manage your brand reputation.

Building and maintaining your brand in a crowded market is no easy feat. According to Nielsen Media, as of 2022 there are over half a million brands globally. That’s a lot of competition for your audience’s attention. In these times of uncertainty and rapid change, consumers gravitate toward brands they trust. Building that trust isn’t your job alone, it takes a collective effort between yourself and your audience.

In this piece, we’re digging into why managing your brand reputation on social matters along with tools to help you measure your reputation performance.

Why is brand reputation important?

Today, consumers expect more from a brand and truly need to be able to identify with the brand. It is not just price and quality they’re after. They’re also seeking authentic interactions on their favorite social platforms. With the fast pace of social, positive and negative interactions with your brand can spread like wildfire. Managing your reputation on social helps your brand stay healthy through the ups and downs by addressing these key benefits:

Aligning with customer values

Shoppers and consumers are eager to know that the brands they love share their values. According to The Sprout Social Index™, 25% of consumers believe it’s important that brands take a stand on social issues. To establish a strong brand reputation, take a stand on issues that matter to your organization and your customers. Then, make those values known on social.

Patagonia, known for being environmentally conscious, recently changed their mission  to a very clear purpose: “Patagonia is in business to save our home planet.” Their values are clear across their social channels. For example,  their “Worn Wear” campaign on Twitter highlights sustainable fashion that is meant to last.

Trends don’t last a lifetime, but our gear does and so do the memories you make in it.

This holiday season, gift your loved ones better than new gear from https://t.co/yfLaH63M6S.#QualityForLife #holiday #gifts #WornWear #climb pic.twitter.com/9Zh8u71gm5

— Patagonia (@patagonia) December 13, 2022