With consumers able to voice their opinions of the experience of your brand, how you respond can be included in your brand strategy. And respond you must, as ignoring either a positive or negative comment can be as detrimental as the comment itself. By responding in the right way you can gain respect and give followers an insight in to your company and its culture.
Branding doesn't stop at digital. It's important it carries through everything you do, from signage to business cards, packaging and brochures. All must fit together for to be convincing, consistent and robust enough to compete.