Brand identity is very important. Digital branding is part of your social currency, along with your network influence and followers. The web is where one goes to vet a business to learn more about their services, products, values, benefits, and whether they are interested in engagement. Businesses with a consistent identity (logo, colors, pictures, tag line, description) across their digital assets (web, social, email, business listings) are better able to manage their brand identify. Unfortunately, too many small business owners do not know the importance of maintaining their digital brand until they are at the mercy of a bad review.
Small business owners are too busy running their businesses to take the effort to claim business listings, write copy, create content, post and engage with their audience. There is however great value in doing so. The owner receives reviews immediately and can respond to the reviewer. They don't languish where the reviewer never hears back. It also doesn't look good to go to a Google Business page, Yelp or Trip Advisor and see reviews that have not been responded to.
Business owners need to consider including digital brand management in their overall marketing strategy and implementation.