This is a guest post from the team at LegalZoom. This is not legal advice; always consult a professional before making legal decisions.
When most people think about business reputation management, they focus on what happens in public: online reviews, social media conversations, customer surveys, and the everyday moments that shape how people talk about a brand. All are fundamental parts of reputation management, but they’re only part of the picture.
“For more than two decades, LegalZoom has helped millions of entrepreneurs build and grow their companies. One thing we’ve learned is that brand reputation is just as dependent on how well your business is protected and prepared for risks, especially in today’s world, when a single comment or review can spread in seconds,” Allison DeSantis, J.D., Senior Director of Product Counsel at LegalZoom.
With a few key legal steps, you can strengthen your brand, reduce the chances of costly disputes, and establish a positive reputation that builds customer trust.
Protecting your company’s reputation starts with proactive planning. From a legal perspective, this means having the right structure, safeguards, and documented processes in place to help prevent problems before they affect your brand. Here’s what this looks like in practice.
A business entity is the legal structure under which your company operates, such as a sole proprietorship, limited liability company (LLC), or corporation. If you’re interacting with customers, it’s generally recommended to form a business that offers liability protection so that disputes or claims don’t put your personal assets at risk.
Here’s how these business structures differ when it comes to liability:
From the customer’s perspective, a properly formed legal entity often shows that you’re running a legitimate and professional business.
There’s a good chance that your company has intellectual property (IP) worth protecting — whether creative work, branded marketing materials, or elements that make your business recognizable. To get the highest level of protection, you might consider registering a trademark or copyright.
Here’s how each one works.
Trademarks cover recognizable elements that distinguish your business in the marketplace, including the following:
While you may automatically get some “common law” trademark rights when you use a mark in public, these rights are typically limited to your local area. A federal trademark registration with the U.S. Patent and Trademark Office (USPTO) gives you nationwide protection and clearer proof of ownership, which can make it easier to defend against infringement.
Copyrights apply to original content your business creates, such as:
You have copyright protection as soon as you create a work and fix it in a tangible form. However, registering it with the U.S. Copyright Office allows you to file a lawsuit for infringement (provided it involves U.S. work), giving you more options in case someone misuses your work.
“Putting it in writing” is one of the most effective ways to prevent issues before they affect your business. And while customer-facing policies often get the most attention in reputation management, the same principle applies to the agreements you make internally and with vendors and other commercial partners. Here are some examples.
You should periodically review all relevant documents and policies to make sure they’re still up-to-date and compliant.
Compliance can involve several obligations depending on your business, industry, and location. In all cases, though, you’ll likely need to complete a few ongoing filing and operating requirements with your state, such as:
You may also need to follow regulatory requirements that apply to your business, such as privacy laws, advertising rules, or industry-specific regulations. But nothing says you need to handle it all alone — LegalZoom’s Compliance Concierge gives you direct access to a dedicated specialist who helps manage your compliance, license, and permit requirements on your behalf.
No matter how well you run your business, negative reviews and occasional complaints are inevitable. Planning for them ahead of time helps you respond calmly, consistently, and in a way that protects both your customers’ experience and your legal interests.
Customers generally have the right to share honest opinions — even if those opinions are harsh. At the same time, you don’t have to tolerate statements that cross legal lines. If, for example, feedback is false, intentionally misleading, or damaging to your brand, you may be able to correct the record or request removal, depending on the circumstances.
There are also times when involving legal counsel is appropriate. This includes situations such as potential defamation, trademark or copyright misuse, or false claims made by competitors.
Alongside monitoring and improving customer feedback with tools like AskNicely, it’s important to have the right legal foundations in place to support your reputation. And no matter where you are in this process — forming a company, protecting your intellectual property, managing compliance requirements, or needing guidance from a business attorney — LegalZoom can help you in just a few steps.
Trademarks protect your business name, logo, and other brand identifiers, while copyrights protect your original content. While optional, registering them with the appropriate government offices often makes it easier to stop others from using your materials in misleading or harmful ways, which helps maintain customer trust.
Forming an entity like an LLC or corporation can help separate your personal assets from your business liabilities. This separation protects you financially and reduces personal exposure if disputes arise — both of which contribute to a more stable, trustworthy reputation.
First, try to determine whether the review reflects a customer’s actual opinion (which they’re generally allowed to share) or contains false statements. You should respond professionally where appropriate, but consider seeking legal guidance if the review appears defamatory or intentionally misleading.
