Protecting Your Brand’s Reputation Through Digital Transformation

The information in this tipsheet was shared in a breakout session during Khoros Engage, held September 9 - 11, 2019 in Austin, Texas.

Speakers:

• Cory Notrica — Senior Director Global Brand Protection, PepsiCo
• Allison Squires — Social Business Strategy Director, USAA

You know that protecting your brand’s reputation in the consumer-facing digital space through governance is important. If you don’t, your brand could face financial loss, stock market valuation issues, lost customers, lost members, lost sales, and lost trust. Trust is perhaps one of the most important things to safeguard in the digital space: once you lose the trust of your audience, it’s difficult to regain. Developing and maintaining a digital governance strategy means you’ll be able to articulate your position easily on a number of potential risks, defend your brand thoughtfully and quickly, and be in more than once place at once — a crucial necessity on digital.

In this tipsheet you’ll learn important ways that you can help protect your brand’s reputation in the digital media space, including:

• Why you need to understand the risks your brand faces: Before you can develop your digital governance plan, you need to understand potential threats to your brand. Then, when you understand what your brand faces, you can begin to build your brand protection plan. Don’t put the solution before the problem.
• How to sell your governance plan: When you’re building a new governance program, you need to sell your plan, as well as the reasons why your brand is at risk, to the entire organization. ROI and business benefits can be difficult to quantify when it comes to governance programs, so instead, you can highlight negative outcomes that other organizations have faced because of poor governance.

Learn other important tips when you download the Protecting Your Brand’s Reputation Through Digital Transformation tipsheet.