Are you doing too little, too late to manage your reputation?

With political season in high gear, reputation management seems to be getting a bit more press than usual. For real estate professionals, many of whom rely very heavily on their "personality brand" — not to be confused with personal brand, I’ll get into that in another column — reputation management is always high on the list of things to worry about late at night.

The trouble with reputation management, as a service, is that it typically is applied too late, too thinly and without enough conviction.