Brand Reputation Metrics

Brand reputation metrics are the quantifiable measurements that track how your brand is perceived across online channels—from review ratings and sentiment scores to search result quality and customer recommendations.

What Brand Reputation Metrics Include

Core metrics:

• Average star rating: Overall rating across review platforms (goal: 4.5+)
• Total review count: Number of reviews collected (more = more trust)
• Sentiment score: Percentage of positive vs. negative mentions
• Net Promoter Score (NPS): Likelihood customers will recommend you
• Review velocity: Number of reviews received per month
• Share of voice: Your mention volume vs. competitors

Search & visibility metrics:

• Page 1 search results: Ratio of positive to negative results for brand name
• Response rate: Percentage of reviews you've responded to (goal: 100%)
• Crisis detection: Early warning indicators (mention spikes, sentiment drops)

Why Brand Reputation Metrics Matter

Unlike vanity metrics (likes, followers), reputation metrics directly correlate with revenue:

• 4.5+ star rating: Increases conversion rates by 25-50%
• Positive sentiment: Predicts customer acquisition and retention
• High review velocity: Signals active, trusted brand
• Fast response rate: Shows you're listening (88% of consumers prefer brands that respond)

Key Benchmarks

Small business standards:

• Average rating: 4.3-4.7 stars
• Total reviews: 50-200
• Response rate: 80-100%
• Sentiment: +30 to +50 (positive scale)

Warning signs:

• Rating under 4.0 → Losing customers to competitors
• Declining sentiment → Emerging reputation crisis
• Low response rate (under 70%) → Appear unresponsive
• Negative page 1 results → First impression problem

How to Track

Free tools:

• Google Business Profile (rating & reviews)
• Google Alerts (mention monitoring)
• Manual sentiment analysis

Paid platforms ($79-1,000/month):

• Brand24, Mention (monitoring & sentiment)
• BirdEye, ReviewTrackers (full reputation platforms)
• Brandwatch (enterprise analytics)

Tracking frequency:

• Weekly: Rating, sentiment, response rate
• Monthly: Review velocity, share of voice
• Quarterly: Competitive gap, ROI analysis

Actionable Insights

If average rating drops 0.2+ stars in a month:

• Investigate negative review themes
• Address root cause issues
• Launch review generation campaign to dilute

If sentiment suddenly drops 20+ points:

• Identify source of negative mentions
• Respond within 24-48 hours
• Monitor for crisis escalation

If review velocity stalls:

• Increase review request frequency
• Test different asking methods (SMS vs. email)
• Make leaving reviews easier (QR codes, direct links)

Related Concepts

• Online Reputation: The broader perception tracked by these metrics
• Social Media Metrics: Related but distinct from reputation metrics
• Sentiment Analysis: Key component of reputation tracking
• Brand Monitoring: Process of collecting these metrics

Learn More

For comprehensive tracking guides:

• Brand Reputation Metrics: The 12 KPIs That Matter
• Sentiment Analysis Tools Guide
• DIY Online Reputation Management