Laying The Foundation Of Your Digital Brand Reputation

brand reputation starts on Google
brand reputation starts on Google – Pixabay

A brand is a business identity. But more importantly, your brand is your voice, and it’s in the interest of your business survival to spread it and make it heard. Unfortunately, while in the old days a handful of positive press articles would have sufficed, nowadays you need to establish an online identity that can not only reach your audience but also excite and convince. The digital sphere is a platform where every user can generate new content and damage or enhance your brand reputation; it’s essential to build a solid foundation layer to protect your online reputation.

The basics of an online presence

Let’s start from scratch: Your online presence begins with a website. If you’re an entrepreneur with a large team, it’s fair to assume that you already have expert designers working on your site. However, if you’re a freelancer or a small business owner, you may find it difficult to hire an expert to do the job. Thankfully, using the resources presented by, you can get yourself a decent site running in no time. You need to consider additional factors of interest when it comes to making a positive first impression with your website. Effective user experience, such as a clear and navigable your website, plays a significant role in how users perceive your brand. Besides, it’s good to remember to pick a responsive design that can be displayed in all screen sizes, from smartphones to laptops.

responsive design
responsive design – Wikimedia

Maximizing advertising for brand awareness

You may not think that advertising enhances your brand awareness, but when it comes to PPC ads, it can make a great deal of difference between encouraging customers to commit to a purchase or not. As you can create ads with informative extensions, such as adding your review scores or sharing your location with users on Google, you can, therefore, make the most of your presence to share knowledge with potential future buyers. Educating your customers, while it might not be perceived as a direct conversion, can generate more leads in the long term even if those users didn’t click on your ads.

Social media visibility

According to, your social media presence need to show off your brand personality and share a passion with your followers. As social media platforms provide your audience with a direct link to your business, it’s vital for your reputation that you make the most of this connection to show consistent and engaging content without ignoring other people’s voices. You need to be able to manage the right balance between being visible and being intrusive. In short, it’s not all about you.

bufferapp images
Manage your social media presence

Online reputation management

There’s no point establishing all the groundwork of your digital reputation if you don’t invest time in managing it too. ORM, or Online Reputation Management, is a strategy that consists of monitoring brand mentions on social media and in online communities. Admittedly, you will also need to fix damaging content, such as asking a site to put some content down or asking Google to de-index a negative page.

In the end, you can’t control what others say about your brand. But you can certainly ensure that you’ve got a strong and positive online presence to establish a good first impression.