One of the biggest fears of a brand, or so it should be, is to have an online reputation crisis. Hence the idea of creating a reputation management manual on social networks and the Internet in general, to help control in the best way the negative comments or opinions about your product or brand that circulate through the system and can affect its prestige or esteem of it.

Why Have An Online Reputation Crisis Manual?

  • The ability to spread the news on the internet is exponential (virality).
  • It is easier to remember the negative aspects of a brand than the positive ones.
  • What is written on the internet remains.
This added to the ease of finding a troll that causes a crisis in social networks or a dissatisfied customer who is dedicated to anger on the system, an unfortunate comment that causes the anger of some user or an image that feels bad to someone, convert to the manual of crisis management of reputation in a mandatory partner in the travel of your brand.

To write your Reputation Crisis Management Manual, you will first have to know the reasons why the consumer's memory of your brand is affected since these variables will be the ones you will try to manage to modify their memory for your benefit.

Factors That Most Affect The Memory Of Your Brand:

1. The Brand:

The work in terms of logo and corporate identity, brand name, ease of pronunciation, slogan, authenticity, etc. All this will help to create a subjective opinion on it. Name brands are sometimes distinguished from generic or store brands. Brand equity is validated by assessing the effectiveness of branding components and the measurable totality of a brand's worth.  Brand equity is a marketing method to increase customer loyalty and customer satisfaction, with side effects like reduced price sensitivity. 

Brans Concepts

  • Brand names and trademarks - A brand name may include words, signs, phrases, designs, symbols, or any combination of these elements. Brand name for consumers is a "memory heuristic"; a better way to remember preferred product choices.
  • Brand identitySimply, the brand identity is a set of individual components, such as a name, a slogan, a design, a set of images, a vision, a writing style, a particular font or a symbol etc. A brand's identity may be categorised into four levels such as attributes, benefits, values and personality.
  • Brand personalityBrand personality is the set of human personality traits that are both applicable to and relevant to brands.
  • Brand awareness - involves a customer's ability to recall or recognize brands, logos and branded advertising. Also, read Innovative Ways to Increase Brand Awareness
  • Top-of-Mind - which occurs when a brand pops into a customer's mind when asked to name brands.
  • Brand recall - refers to the brand or set of brands that a customer can elicit from memory when prompted with a product category.
  • Brand recognition - occurs when customers read or see a list of brands, and see it as a type of memory aide.
  • Strategic awareness - occurs when a brand is not only top-of-mind to the customer but also has distinctive qualities which consumers perceive as making it better than other brands in the particular market.

2. Band Advertising:

Advertising is one of the most critical factors in the memory of a brand. That is why companies that advertise should be more attentive to comments on the networks so that they do not relate their ads with negative stimuli about them. 

Well know types of Advertising 

  • Newspaper. 
  • Magazine
  • Radio.
  • Television.
  • Directories. 
  • Outdoor and transit. 
  • Direct mail, catalogues and leaflets. 
  • Online 

3. Historical Prestige

It is not the same to destroy the reputation of a multinational that has been working on its brand for years as ruining the reputation of a brand of recent creation.


Of course, the comments on the brand itself, are generated by users based on their experiences and impressions.

5. Online Communities

It is proven that users generate a brand concept based on what you transmit with advertising but if this feeling is not accompanied by a general feeling in the community to which you belong you will be influenced by comments, reputation defender reviews and suggestions from forums, chats, social networks, etc. and this will be a factor that can play in your favour or against but you can never control it.

This is why you need to maintain your brand's reputation healthily and take great care of each communication with the help of a Reputation Management Company. This, knowing that the larger the brand, the greater and faster the dissemination of the message and the more critical the reaction of the users can be.

If you do not have your online reputation management manual yet and you have not included this point in your Social Media Plan you should think about doing it because crisis management in social networks every day becomes a more and more important part of the reputation of your brand. Related post How to Brand Successfully