From solopreneurs to the ranks of the Fortune 500, every business in our warp-speed world has a digital reputation to protect. A company grows revenue and achieves results based on the strength of its reputation, and frequently, the internet is the single pane of glass through which consumers get their first glimpse of that company. With a wealth of information at their fingertips, consumers have a greater ability to make informed decisions about who they want to do business with than ever before; which means that companies must make a great first impression in the digital sphere in order to have the opportunity to earn a second one.
Having a strong, positive digital presence is becoming more critical with each passing year. As former CEO of Google Eric Schmidt said, “Identity will be the most valuable commodity for citizens of the future, and it will exist primarily online.” In 2020, we have taken a quantum leap toward that future with the COVID-19 crisis: For months, the internet has been the window through which quarantined consumers view the world, and increasingly, they seek to buy products and services from companies that align with their values and understand their fears.