Believe it or not, there is a huge truth in the adage “You are who Google says you are.” in business. When people searched for products or services, they immediately make good use of their smartphones, computers and tablets to seek out Google’s search capabilities. Even searching on complaints and controversies which your brand may be embroiled in as far as the 90s can be easily done via online search.

This only means that your online presence speaks volume about your brand. Your website to your social media profiles, status messages, tweets, pictures, articles, and other stuffs posted online is a reflection of what your business represents, and its culture. While the Internet revolutionizes various aspects of business, this makes branding management even more challenging and arduous in this day and age. To give you competitive advantage, here are some ways to manage your brand without fail:

1. Begin brand-building with your profile in mind. Make your company profile—from account name to photo to cover image—deliver the very imagery that represents who you are, what you stand for, and what you wish to achieve. Be straight to the point in the “About” section. Let your brand ambassadors like employees handling customer service or admin of the page mirror the values of your brand.

2. Steer clear of controversial brand ambassadors. Yes, in this day and age when information overload is notoriously easy, the use of questionable entities will cause more harm than good to your business image. Whether employees or endorsers, it is important to ensure that impression given out must be always on the positive.

3. Policies must be in place particularly in the use of apps. This is to protect private and sensitive information of the business. Part of the policy must be proper venue of the download, data protection, and so on. If you may, consider blocking of free apps to prevent leakage of critical information.

4. Gear your digital team against online trolling. Cyber-bullying is also notorious online striking both individual and business pages. One wrong tweet, like political or sensational topic, can easily blow out of proportion leading to heavy trolling or posting of offensive comments. Do make sure appropriate action plan is in place to handle such situations.

5. Set clear social media guidelines for your team. This will help give your employees or brand ambassadors a clear mandate on what photos, posts, links, and messages to post. It will also help create standard form of replying to comments or reacting to negative comments. Make sure to discuss each item at length with your team to prevent double standards.

6. Be relevant and effective. Share content which are not only significant to your brand but also those that are timely. Keep social media profiles up-to-date and in-sync, too.

7. In everything else, be consistent. In the world of brand building and management, consistency is still the key to gaining the respect of online audience. It also helps to draw in more followers when you give up to date information, organize contests, give freebies, beta testers, and so on.

With the rate this whole Internet and tech-gadget dependency is going, your online reputation definitely precedes the overall aspects of your business. Keep your audience enthralled. Poke on their excitement and curiosity. By keeping them engaged, you may also turn them into your own set of brand ambassadors, like reliable word-of-mouth campaigners on the digital level.