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Why does reputation research matter for your brand?

March 25, 2024

In the world of e-commerce, reputation holds an unmatched influence over brands. It can make or break a company's success, shaping customer perceptions and determining its long-term success.

As a brand owner or marketer, you should understand the importance of brand reputation research. With research, you gain crucial insights that help you analyse, build, protect, and enhance your brand reputation online. To help you out, here’s your guide:

What is reputation research?

Reputation research is exploring and understanding how people perceive and evaluate your brand's image. The brand image includes elements like trust, quality, and emotions linked with the brand. 

It serves as a guide to identify areas where your brand excels and needs improvement. This allows you to take action to strengthen, explain, and present your brand better. 

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Importance of reputation research for your brand

Reputation research is crucial to controlling and shaping your brand image and perception. It helps you gather insights into how your brand is perceived in the market. 

By understanding your brand's image's strengths and weaknesses, you can make wise decisions to enhance and manage market perception. This is crucial to making adjustments and aligning your brand's message with the desired perception. 

Reputational analysis also allows you to monitor and track changes in brand perception over time. By regularly assessing your brand's reputation, you can spot emerging trends or issues that can impact your business. This allows you to actively address any negative perceptions before they escalate and affect your brand's overall reputation.

Benefits of reputation research

Effective reputation research comes with reputational benefits that help boost the performance of your business. It also helps kick off site optimisation, enhancing your brand online. Some of the benefits to look forward to are:

Increases sales and revenues

A brand with a strong and positive reputation builds trust among your target audience, increasing sales. Positive word-of-mouth marketing also plays a crucial role in driving sales. When customers have a positive experience with your brand, they are more likely to share their satisfaction with others, resulting in new customers and higher revenues. 

Boosts marketing efforts 

When you have a solid understanding of your brand reputation, you can use this knowledge to enhance your marketing strategies and achieve better results in a short span. Brand reputation research provides insights into how customers perceive your brand and its offerings. 

Knowing what aspects of your brand reputation appeal to customers lets you highlight those strengths in your marketing campaigns. This effectively captures the attention and interest of potential customers.

Gathers loyal customers

Giving time to understand and manage your brand reputation cultivates a loyal customer base that keeps coming back for more. Reputation research helps uncover what customers value the most about your brand. 

By recognising these key factors, you can focus on delivering quality experiences that align with customer expectations. When customers consistently have positive interactions with your brand, they develop trust and loyalty.

Loyal customers become advocates for your brand, recommending it to their friends, family, and colleagues. They are more likely to choose your brand and remain loyal even when faced with other options. Loyal customers are also often more forgiving when your brand encounters random setbacks or challenges. 

Improves ranking on search engines

Having a positive reputation positively impacts your site’s online presence and ranking in search engines. Search engines like Google aim to provide users with trustworthy and reliable info, so they prioritise reputable sites.

Through reputation research, you can address any negative feedback, reviews, or mentions that are impacting your online reputation. This approach leads to an improved online presence and a more positive perception among search engines.

Builds up competitive advantage 

Knowing how to manage your brand reputation gives you a distinct edge over your competitors. By understanding how customers perceive your brand and offerings, you can highlight what makes your brand special. 

This knowledge helps position your brand effectively, showcasing what sets it apart from its competitors. A positive reputation also acts as a powerful competitive advantage. 

When customers have a favourable perception of your brand, they are more likely to choose it over other options in the market. Reputation research also promotes a continuous improvement process that helps you stay ahead of your competitors.

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Tools for reputation research

When conducting reputation research, there are plenty of tools that will help you monitor and gather crucial insights about market perception. Some of the best tools for brand and reputation that will help maintain a good brand image are:


Podium is like a virtual podium where customers can share their experiences and opinions, which helps you discover what they think about your brand. You can easily search for reviews and ratings of your brand left by customers on different platforms like Google, Facebook, and Yelp. 

This tool helps you see what people are saying about your brand in one place instead of searching through different sites. It also lets you track trends and patterns in customer feedback. 

One of the best things about Podium is that it makes it easy to engage with customers. You can respond to reviews directly from the platform, showing that you care about what your customers have to say, helping you positively impact your customers.


Buzzsumo is like a big search engine for articles, blog posts, and social media posts. With this tool, you can easily find out how popular or influential your brand is.

It tells you how many times an article or post about your brand has been shared on social media, which can give you an idea of its reach and impact. This helps you understand how people are reacting to your services or products. 


This is a platform where customers can share their experiences and give ratings on different brands. With Trustpilot, you can search reviews about your brand and see what people are saying. 

You’ll also see their ratings, providing an idea of whether people are happy with your brand or if they've had problems. Trustpilot uses a rating system, often from one to five stars, which makes it easy to quickly assess how your brand is doing. 


With Birdeye, you can easily monitor what customers are saying about your brand across various platforms and help you stay on top of customer feedback. It provides you with analytics and reports that help you understand the overall sentiment and trends around your brand. 

You can see if people are satisfied or if there are common issues that need to be addressed. Birdeye also allows you to collect and display positive reviews on your site or other platforms. This can boost your brand's reputation and attract more customers. Positive reviews act like endorsements from happy customers, which can influence others to choose your brand.


This tool is like a personal detective that searches the internet, including social media, blogs, and other online platforms, for mentions of your brand. It collects all the mentions in one place, saving you time so you don't have to search everywhere. 

SentiOne also analyses the sentiment of these mentions, which tells you if the comments are positive, negative, or neutral. With this info, you can optimise your marketing strategy and take the right steps for brand reputation protection. 

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Methods of preventing reputation risk for your brand

A solid reputation attracts loyal customers and fosters trust within your industry. However, it takes only a single misstep to tarnish that hard-earned reputation, leading to potential setbacks and long-term damage. 

This is where reputation protection becomes crucial. To help you protect your brand image, here are some effective ways to reputation risk prevention:

Protect your brand against data breaches

A data breach happens when someone unauthorised gains access to sensitive info about your brand or your customers. This includes personal details, financial data, or even trade secrets. 

If a breach occurs, it can harm your brand's reputation and make people lose trust in your power to keep their info safe. To protect your brand against data breaches, you should have ​​strong security measures in place.

This means using up-to-date and reliable security software, firewalls, and encryption techniques to safeguard your data. You should also update your systems and software routinely to address any weaknesses that hackers could exploit.

Be vigilant about customer service mishaps

Customer service plays a crucial role in shaping how people perceive your brand and can greatly impact your reputation, both positively and negatively. If mishandled, it might result in unhappy customers, negative reviews, and a damaged brand image. 

Be proactive and attentive to prevent reputation risks related to customer service. Start by ensuring that your customer service agents are well-trained to handle various customer problems.

If a mistake occurs on your end, admit it openly and take immediate action. Communicate with affected customers honestly and openly, providing them with updates on resolving the problem. Being transparent showcases your commitment to fixing the issue and helping rebuild trust.

Keep your employees happy to prevent reputational risk

Your employees' satisfaction directly impacts how they represent your brand and interact with customers. Unhappy employees create a ripple effect. Customers can sense the dissatisfaction of your employees and perceive it as a reflection of your brand’s values and culture.

On the other hand, when your employees are content and engaged, they are more likely to uphold your brand values and contribute positively to your brand's reputation. Happy employees can also become brand ambassadors. 

They will speak positively about your company, recommend your products or services to others, and share their positive experiences online, attracting new customers. To make employees satisfied, ensure that they are fairly compensated for their work with great benefits. This includes bonuses, healthcare, and retirement plans. This shows commitment to their well-being.

Live up to your company values

Company values are the guiding principles that define how your business operates and the standards it upholds. Showcasing and embodying these values in your actions build trust with customers, employees, and the wider community. 

Failing to live up to your company values can lead to a damaged reputation and loss of trust. To ensure that you live up to your company values, start by clearly defining them. 

These values should align with your brand's mission and reflect your business's values. Common values include honesty, integrity, transparency, and respect. Ensure these values are conveyed to all employees so everyone understands and embraces them.

Elevate your brand reputation with QWERTYLABS

QWERTYLABS offers effective strategies to elevate your brand reputation to new heights. We provide a wide range of services and reputational analysis to enhance brand perception, cultivate customer trust, and drive long-term success.

With QWERTYLABS, you can tap into a wealth of expertise and experience using the latest advancements in market research, reputation research, and brand strategy. Learn more about our services when you visit our website or contact us!


Learn more about reputation research with these frequently asked questions:

Why is brand reputation important?

It directly impacts how customers perceive your brand. A good brand reputation attracts customers and increases sales. 

How does reputation research impact my brand's success?

Reputation research helps you understand the strengths and weaknesses of your brand's reputation and identify areas for improvement.

What are the key metrics used to measure reputation?

Some of the key metrics used to measure brand reputation include customer satisfaction, online reputation, and brand awareness

What role does reputation research play in building brand trust and credibility?

Through reputation research, you gain a deeper understanding of customer expectations, preferences, and concerns. This allows you to align your brand based on customer needs.

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