Brand reputation and how to use it to your advantage. Chapter One “Reputation Assessment”.

Well-known investor and philanthropist Warren Buffett once said:

“It takes 20 years to build a reputation and 5 minutes to destroy it. You will treat things differently if you think about it. “

And in the age of the Internet, these words are so relevant.

Reputation on the Internet

Reputation Assessment

An online reputation is a well-established image of your company or brand online. In practice, there are several terms that denote the process of managing it:

Online Reputation Management (ORM);

Search Engine Reputation Management (SERM);

Social Media Reputation Management (SMRM).

ORM actually includes SERM and SMRM. Although this does not mean that these areas can not be considered individually. Next I will use the term ORM.

Three basic stages of ORM:

Reputation assessment;

Recovery (improvement of results);


Reputation Assessment

Reputation assessment

You need a reputation assessment to understand how the consumer perceives you. For example, a person needs a vacuum cleaner and he goes to the Internet, kills a query in Google and throws out a number of sites. And among these sites is yours, but whether a person will buy this product from you, depends on how much trust your site causes for her. At the reputation assessment stage, you should collect and analyze online content about your brand and top management. Based on the data obtained, prepare actions to restore the reputation and further system control.

Tasks can be in terms of assessing online reputation:

  1. Identify the strengths and weaknesses of the brand reputation (product, company, organization, person)
  2. Identify the main sources of spread and causes of negativity in relation to the object we are evaluating;
  3. Create a list of reputable sources for publishing new online content about your brand;
  4. Compare your brand’s online reputation with that of competitors.

To collect the following data and analyze them, here are a number of programs that will definitely help you in this: LOOQME, SemanticForce, YouScan.

What queries to navigate?

There are many of them, but the main one is this four:

  1. The company name;
  2. Product name;
  3. Top management;
  4. Advertising campaigns and events.

The system will collect online content for your keywords and organize it according to various parameters. Such data is your secret weapon, because it can be used not only to restore the company’s reputation, but also to make strategic decisions or to improve customer service.


So, this was an article on how to evaluate the reputation of your brand. But in exactly one week, we will publish an article on how to properly restore the company’s reputation. Set a reminder and see you in a week…