Character is what you do. Reputation is what others think about you. One is objective, the other subjective. The character of a person is different than his or her reputation, and this holds true for brands as well.
74% of people say reviews increase trust
The rewards of having a good online reputation are greater revenues, better relationships, and more opportunities. Consumers have been shown to care about a company's reputation and purchasers' reviews. For example, a survey carried out in 2016, notes that 74% of potential customers state that when they read positive reviews, they have more trust in a local business.1
“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently.” Warren Buffet
Curating a positive reputation is very different than simply leaving it up to the random opinions of others. Online reputation management works to actively affect how a person or company is perceived by others.