Brands should have the opposite mentality of Joan Jett, who doesn’t give a damn about her reputation. Especially since 69% of shoppers cite brand reputation in their top reasons for trusting a brand, according to Salsify’s “2025 Consumer Research” report.
But how do you ensure your reputation is up to snuff? And how do you prepare for the unexpected (like a viral negative review that tanks your reputation)?
Here’s an exploration of the evolving nature of brand reputation in 2025, with tips for nurturing customer trust, gauging social media sentiment, and navigating crisis management.
What Are the Foundations of Brand Trust?
Rather than listening to Joan Jett, brands should follow the advice of cosmetics businesswoman Elizabeth Arden, who once said, “Repetition makes reputation, and reputation makes customers.”
Repetitive positive interactions with your brand will increase customer trust — and 87% of shoppers are willing to pay more for your products from brands they trust, per Salsify customer research.
- Product quality and value (69%)
- Brand reputation (69%)
- Customer service and experience (61%)
- Customer ratings and reviews (48%)
- High-quality product content (e.g., product images and descriptions) (44%)
But these aren’t the only markers of brand trust. Consumers may buy from you because they align with your ethos or messaging, so you should be as clear about your brand values as possible.
You'll strengthen your brand's reputation by offering high-quality products, positive shopping experiences, and value-aligned messaging.
Why Are Authenticity and Transparency Crucial for Shoppers?
Imagine that brand trust is built like an ancient Greek temple: The tenets of brand trust are the pillars that hold the temple together, and authenticity and transparency are two of the most structurally important.
Brands must be authentic and transparent in every aspect of their business because shoppers can see through inauthenticity and consider it an instant turnoff.
These traits are especially valuable with the boom of artificial intelligence (AI)-generated photos, videos, and social media posts; disingenuous marketing; and economic unrest.
How Can Brands Achieve Authenticity and Transparency?
The more transparent a brand is about its manufacturing practices, sustainability efforts, and philanthropy, the better its reputation will be.
Brands can achieve authenticity by:
- Actively listening to customers’ feedback;
- Engaging with shoppers on social media platforms;
- Staying true to their values; and
- Remaining consistent with messaging and actions.
Shoppers are much more likely to recommend brands they genuinely care about — and brands that care about them back. By following these steps, brands can cultivate genuine connections with shoppers, which boosts loyalty, awareness, and sales.
The (Social) Proof Is in the Posts
Shoppers place a lot of weight on a brand’s reviews, social media presence, and influencer collaborations. Creating a strong social media presence with strategic influencer collaborations will help give your brand virtual street cred.
According to Salsify consumer research, 39% of shoppers have purchased a product online because a social media influencer recommended it, and 34% have bought an item because it was trending on social media.
Millennials (48%) are the most swayed by influencer recommendations, followed by Gen Zers (43%).
But your social media account has to resonate with your desired audience. You don’t want to come across like Steve Buscemi’s “30 Rock” character asking, “How do you do, fellow kids?”
Building a dedicated social media team will help you come across more authentically to your audience because your team will stay on top of relevant trends, respond to comments (both the good and the bad), facilitate influencer collaborations, and so much more.
Navigating Crisis Management in the Digital Age
Brand trust is hard won and easily lost. Even the best brand reputations can be affected by unexpected unfortunate events, mishaps, or mismanagement. One viral bad review can hurt your reputation — unless you’re equipped to respond appropriately.
Say a customer orders a pair of shoes from a shoe brand and instead gets a vanity. This obviously isn’t what they ordered, and customer service (an essential pillar of brand trust) is giving them a hard time about an exchange.
So they get on TikTok and make a video warning fellow shoppers. They’re expecting a response from the brand, as are their followers or anyone else tuning into the vanity debacle.
How would your brand handle this scenario? This is where your social media team would swoop in, writing an authentic apology in the comments section promising a righting of wrongs and sending a personal direct message (DM) to the shopper.
Why Is Digital Crisis Management Important?
Brand reputation has a symbiotic relationship with sales. If your reputation is reputable, your sales will flourish. But if your reputation has taken a hit, so will your sales.
Consumers do their research before making a purchase: According to Salsify consumer research, 30% of shoppers spend 10–30 minutes researching, and 29% spend 30 minutes to an hour.
If consumers uncover negative reviews about you and don’t see you rectifying issues in the comments, they’ll avoid your brand. Likewise, if they hear an influencer recounting a negative experience with your products, they’ll take their review at face value and not bother to see for themselves.
Lack of brand trust will cause 45% of shoppers to abandon their carts, according to Salsify consumer research.
Shoppers need to know that you’ll deliver on your promises — or that you’ll step up to the plate if you fall short.
What’s the Future of Brand Reputation?
Brand reputation will remain an essential indicator of brand trust, maybe even more so as shoppers place greater importance on ethical consumerism and corporate social responsibility (CSR).
Achieving a good brand reputation in 2025 takes a little elbow grease. Brands can put the work in by offering repetitive positive customer experiences, remaining authentic and transparent, building a strong social media presence, and skillfully navigating digital crisis management.
Salsify 2025 Consumer Research
Download our report to learn how to build brand trust and cultivate meaningful connections at every touch point.
Salsify 2025 Consumer Research
Download our report to learn how to build brand trust and cultivate meaningful connections at every touch point.
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