Every brand has a reputation, whether it's positive or negative. The reputation of your brand is what people are saying about your brand, and it can impact your business significantly. Having a positive brand reputation means having a positive perception of your brand, which can increase brand loyalty, drive sales, and attract new customers. On the other hand, a bad reputation can damage your brand's image, lose customers, and impact your bottom line. In this guide to brand reputation management, we'll explore the importance of reputation management for your business, ways to measure your brand reputation, and effective strategies, tools, and tips to manage, build, and protect a great brand reputation. 

In today's competitive business landscape, a company's image can make or break its success. A positive image can attract new customers, create loyalty in consumers, and boost financial performance of your firm. On the other hand, a negative image or image problems can drive potential customers away, harm the reputation, and lead to a decrease in revenue. Therefore, it's essential to understand the importance of corporate image and how to build a positive one. In this article, we'll discuss the definition of corporate image, its significance, and share tips on how to create and maintain a positive one.

Austrian Psychologist, Paul Watzlawick, once stated that it is impossible not to communicate, and therefore impossible not to have an image. We create images of ourselves, companies, or institutions (whether we want to, because, for example, even our lack of presence in online communication channels already indicates something about us), thus we should do it consciously. The key to building customer relationships – using marketing or public relations tools – is to build brand awareness in a controlled and deliberate way.

Building brand awareness through positioning in the consumers’ eyes, associated with national (or regional) branding, is a standard procedure for increasing recognition of products and services.

Daniel Pink, in his book A Whole New Mind, makes a quite bold claim that: “the era of the dominance of scientific minds is over. The future belongs to a different kind of people with a different kind of mind: designers, inventors, teachers, storytellers, in other words, creative and empathy-filled right-hemispheric thinkers.”