If you run a million dollar TV spot that says "we care about our customers" it won't matter if the person just heard from their best friend that your service sucks.

(best friends two cents = more valuable than your company's million bucks).

The first introduction to your brand can happen anywhere, at anytime. What kind of reputation does your brand have?

Now more than ever your brand’s reputation matters. Before customers try a new brand, switch to a new company or sign up for a new service – they are checking online to validate their decision. Is it worth it? Will this company do what they say they are going to do? What experience have others had that I can learn from?

It’s imperative to keep your finger on the pulse of what your customers (and not yet customers) are saying about you. The larger your footprint, the bigger the task this truly is – and it’s one that marketing teams often overlook. Consistent monitoring is key to know what people are saying and the impact it will have on your brand.

“The little things you do are more important than the big things you say” .

1. Think of your employees as brand ambassadors

Employees have a unique view of the company. What they share online can influence people in a different way, as these are credible people offering an authentic take – their opinion is not an advertisement but is also not someone with a minimum experience with the company. Knowing the reputation of the company amongst employees and how they are communicating online is an important part of the reputation branding mix.

2. Utilize social media channels to enhance customer support

People will post negative things about your brand. Each time they do, it's an opportunity to show who you are and how your brand responds. (Tide, Coca-Cola etc.)

Don't go on social unless you're ready to be social. Using social platforms to push out advertising messages only just shows customers you aren't present and you aren't paying attention. You are in an industry where customers have questions (just ask the people in your customer support team) Answering them in impactful, creative and even entertaining ways can be the first step in your social content strategy (simple idea : Instead of a generic FAQ page, answer each question on Twitter with a short video addressing the customer directly by name and concern).

3. Include your company website when referring to customer experience

Your website is an extension of your team, often acting as a member of the sales team to help your customers validate their decision. If you don't prioritize user experience online, you don't prioritize customer experience as a whole. By not personalizing the experience for your customer online, you are automatically making them feel like they are just another number. Every interaction gets a reaction. The biggest compliment customers give these days? "they made it sooo easy for me" that often means letting the customer do what they want, when they want.

Your reputation is your competitive edge, it’s the intangible mechanism that influences customers to do business with you (or not).