How to Improve the Brand Reputation and Successfully Mitigate the Negativity?


Online reputation is how opinions about the business are formed. It can be based on project reviews, articles, frequency of its mentions online, etc. Online reputation plays a significant role when a user decides whether to use/buy the product or not.

According to the research, more than 70% of people study reviews in detail before purchasing. A positive online reputation can effectively attract new customers, develop trust and loyalty to the project, and increase the level of respect and recognition of the business among partners. 

How to Improve the Brand Reputation and Successfully Mitigate the Negativity?

Why Is It Important?

  • Gives You a Competitive Advantage
  • Can Make You More Money and Attract New Clients Mitigates the Impact of Bad Reviews
  • Increases Trust: People Trust People
  • Word of Mouth Marketing is Fast Moving

How to Start Building Reputation?

  • Assess the current online reputation of the Brand (use monitoring services – Determ, YouScan, etc.)
  • Identify key weaknesses/growth points
  • Use a holistic approach for maximum impact 


  • The project is a crypto ecosystem that includes a range of services – own token, wallet, crypto card, and so on,
  • There is a large number of negative reviews on major feedback sites – Trustpilot, Quora, Scamadviser,
  • Presence of negativity in the main queries on the project, including the search query about reviews, the founder of the project,
  • There were negative comments on the project pages on social networks (Facebook, Instagram, Twitter) and negative mentions of the project in the network as a whole.

Goals and Objectives

  • Exclude harmful sites from the main requests about the project in the 4 main languages – English, German, Russian, Spanish,
  • Improve the situation of feedback on the project, and increase the percentage of positive reviews, thereby neutralising the presence of negativity,
  • Work with negative messages in the project’s social networks, deleting messages from bots and irrelevant mass mailings,
  • Enhance the project’s image in social networks by publishing positive comments about the project under relevant posts.

Stage 1

Working With the Reviews

The leading platforms for work were identified to improve the situation with feedback on the project, considering its specifics and primary target audience. In addition to the existing pages of the project on the review platforms, the page was added to the new platform – Sitejabber. In addition, the Quora platform allows you to add new topics about the project, which work like threads on Twitter or Reddit. Thus, several new positive threads were created on this platform to overlap and displace the existing negative ones.

Next, the writing of positive reviews for the project and their subsequent publication on platforms such as Trustpilot, Scamadviser, Quora, Sitejabber, and Facebook was started. Positive reviews were written based on key points and more detailed requests from the project. At this stage, it is essential to understand that real users are less likely to write positive reviews online (people tend to spend their time most often only if they do not like something), so it was necessary to make the written reviews look realistic (add slang, mistakes, use different writing style). 

Examples of the reviews: 

The most significant part of the reviews was done in English, but considering the specifics of the prominent geographical positions of the project users, such languages as German, Spanish, and Russian were also used. The average number of published reviews per month was about 120-130 reviews. Most reviews were posted on Facebook, followed by Scamadviser, Quora, Trustpilot, and Sitejabber.

Stage 2

Search Engine Reputation Management (SERM)

Improving the brand image by optimising the search results for the project’s keywords. 90% of users form an impression of the project on the basis of the first page. Optimisation of the search engine ranking is achieved by:

  1. SEO promotion tools
  2. Buying links
  3. Writing articles with keywords 
  4. Removing the spam sites

Work on SERM was carried out in 4 directions – English, German, Spanish, and Russian. During the working period, the primary strategies were to raise the positive pages from the Top 20 (basically, these pages were various services of the project), with the help of which the harmful pages were knocked out and lowered in the ranking. These services were promoted by link building (placing links in blogs, service sites, forums, etc.) and tweaking the behavioural factor. In addition, to displace negative articles and publications about the project from the main search results, articles in different languages were written containing the optimal number of keywords.

According to the results of our work, SERM worked best with queries in the United States. This result was achieved because the link-building database is designed mainly for the U.S. and the English-speaking market. Thus, during our work, we have almost eliminated negative responses to several requests about the project in the U.S. Top 10 output. The number of negative links in Spanish and German search results was optimised to 30% of the total links in the output.

Results of work with negative links in the top 10:

  1. More than 10 negative links were displaced across different queries
  2. Negative links were moved from positions 6-8 to positions 15+
  3. The most effective tool – displacement / replacement with positive links

Results of working with positive links in the Top 10:

  1. More than 20 positive links were brought into the Top 10 across different queries 
  2. The most effective way to promote positivity was buying links and posting them on Web 2.0

Stage 3

Real Time Monitoring of the Mentions

The main objective of this service is to increase awareness of the project, attract new audiences and create a positive reputation by adding a positive image of the project in social networks. These tasks are done by monitoring relevant mentions of previously identified keywords (by tracking the selection of the most relevant posts under which comments are left) and smart shilling.

As part of this service, we created a unique output of relevant comments and posts about the project on Twitter, Facebook, and Instagram based on the selected keywords. We then used our accounts to leave appropriate comments under the most relevant Facebook and Instagram posts. Every such comment included a mention of the project in hashtag format, a direct link, or a mention of the project name in text format. In the comments, we told users about the benefits of the project, its features, and positive experiences with it.

During our work, we left more than 4,650 comments mentioning the project on Facebook and Instagram.

Examples of the mentions: 

Stage 4

Community Management

As part of this direction, we performed 2 main tasks – removal of negative comments from the project accounts on Instagram, Twitter, and Facebook (comments written by bots, comments without explaining the negative attitude to the project, etc.), as well as a response to positive statements or comments with objective negativity (for example, a person encountered a problem with the withdrawal of funds) on behalf of the project. The community manager daily checked the project accounts and deleted negative comments at intervals of no more than 4 hours.

Examples of the replies:


  • Key query results for the project in 4 languages – English, Russian, German, and Spanish – have become 80% positive
  • The credibility of the project increased due to the addition of more than 750 positive reviews on major platforms and positive comments on social networks

  • The work with feedback from clients in the project’s social networks has been organised, contributing to an increase in trust in the project


Valerii Brizhatiuk

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Our experience with ICODA was wonderful. Professionalism, high efficiency, and autonomy in production gave us only good impressions.

Sergei Beliaev

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Very much enjoyed working with ICODA. Great ongoing communication with the team. Genuine interest in our business and ability to adjust the approach along the way to maximize traction. Highly recommended!

Laura Geng

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ICODA has been a great resource for helping us grow our social media apparatus. I highly recommend ICODA. They provided prompt responses and helped us a lot in promotion in Korean market.

Bahram Ahmedzade

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We were happy to meet ICODA so early on our journey. Their understanding of what we need was actually much clearer than our own. The team offered a few tools and they were well explained. We picked the airdrops and the youtube influencers. Overall satisfaction is 100/100 and we will definitely come back again.

Aaron Tsai

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ICODA is very knowledgeable about the blockchain industry and has a professional team to help our investor and strategic partner originations. The services they provide are of high quality. What convinced us to work with ICODA is their multiple outsourcing services offering, including marketing and technology.

Irene C.

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ICODA did a great job on our partnership, the staff delivers great support also and I highly recommend their services. We will be working with them again for all our promotional work. Thank you ICODA and Anna, very happy customer here.

Shenshen Hu

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A pleasure to work with, ICODA is very professional and has deep industry knowledge in the local market. Always reply promptly and offer creative solutions.

Hannah Kang

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ICODA was willing to help us in hard circumstances. It was amazing what the team can do in such a short time. Work on PR, Youtube, and Twitter influencers was amazing. Great experience. Willing to work with them long-term.

James O'Connor

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ICODA provided us with the upmost professional quality standard of work and connected our PR articles to many top-tier PR platforms. Always prompt with their replies and provide transparency and clarity when needed.

Dmitriy Dervoed

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ICODA team has performed really great results in the development of marketing strategy, PPC campaigns, SEO, Email marketing, and more for our company. Alex is one of the best project managers. He applies the most efficient ways to achieve the results that make a strong influence on the business's growth.

Vid David Mihelic

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ICODA team has a very professional approach and moreover, they always find solutions for any given problem. They are responsive, loyal, and always trying to help.

Jia Yung

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We worked with ICODA with the specific goal of entering Russian and Ukrainian markets. To that end, we benefited from ICODA's know-how and professionalism in entering this specific market.

Charlie Bussat

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We've tried using different agencies for the Russian market. ICODA went out of its way and delivered high-quality content and advice to enter this complicated market. We'll definitely work again with Vlad and his team.

Terry Na

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Working with a team outside Korea often feels a little risky – will they understand the native language, the nuances, details? Well, I can say that the interactions I have had with ICODA have been better than most of my Korea-based partners.

Arabdha Sudhir

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I worked with ICODA on our project. I found them to be very professional and attentive at all times. Dealing with issues & challenges speedily. They have great expertise in and around crypto marketing and promotion.

Henning Rokling

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Friendly staff, accommodating and easy to work with. Generally, ICODA is great to deal with. We also appreciate the quality of the work.

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