Petar Vojinovic
Published on: August 9, 2025
In today’s hyper-connected world, a brand’s reputation can be built—or destroyed—within hours. Selva Orejón, CEO and Founder of OnbrandinG, has made it her mission to defend the digital identities of individuals and companies against reputational attacks, data leaks, and online disinformation. Speaking with SafetyDetectives, she explains how OnbrandinG blends cyber intelligence, legal defense, and strategic communication to provide 24/7 protection, and why reputation is now as critical to cybersecurity as firewalls and encryption.
What inspired the founding of Onbranding and how has your mission evolved over time?
OnbrandinG was founded to respond to a very specific and growing need: the lack of strategic, technical, and emotional tools to defend digital identity and reputation in the online world. From the beginning, the mission has been to protect what people and companies value most: their name, their image, and their trustworthiness.
Over time, this mission has evolved into a more comprehensive service model that combines cyber intelligence, legal defense, narrative control, and digital forensics. Our work now extends beyond reputation repair into early detection, proactive defense, and long-term digital resilience .
How does Onbranding approach the intersection of digital reputation and cybersecurity?
We don’t see cybersecurity and digital reputation as separate fields—they’re two sides of the same coin. At OnbrandinG, we apply a SOC Reputacional model (Reputational Security Operations Center), which functions 24/7 to manage crisis incidents and respond to attacks on brand image, identity, or data leaks.
Our strategies are built on:
- Digital forensics
- Social listening
- Threat intelligence
- Legal and technical takedown protocols
- Strategic communication during critical incidents
This fusion lets us offer full-spectrum protection: from detection to resolution, with real-time alerts and tailored crisis plans .
What role does artificial intelligence play in your strategies for brand protection?
AI plays a supporting but essential role in our operations. We use it in:
- Monitoring reputation thermometers (REPTRACK)
- Detecting smear campaigns
- Identifying bot amplification patterns
- Analyzing sentiment and virality in social media and search engine trends
- Content de-indexation and SEO optimization
AI helps us scale—but it’s the human analysis and contextual intelligence that turn raw data into action. Our analysts combine machine output with psychological profiling, narrative framing, and legal strategy .
How do you tailor your services to clients facing online crises or reputation attacks?
Each crisis is different, and so is our response. We offer tiered services (Basic, Advanced, Premium) that adapt to the intensity and urgency of the reputational damage:
- Reptrack Sextorsion for content exposure threats
- Reputation Shield to de-index harmful content and boost positive visibility
- Content Off to handle removal of illegal or damaging materials
- RepControl, a modular service that includes all stages of prevention, defense, and recovery
Our teams are multidisciplinary—legal, communication, cybersecurity, and forensic investigators work as a single unit. We also coordinate with law enforcement and judicial entities where needed .
What are the biggest challenges companies face today in managing their digital identity?
The most common challenges include:
- Decentralized reputation control (different teams managing assets without coordination)
- Underestimating the reputational impact of data breaches
- Delayed response to online defamation or impersonation
- Lack of preventive policies or digital hygiene protocols
Many companies don’t realize that reputation is not just PR—it’s a cybersecurity matter. When ignored, the damage isn’t just public perception; it affects investor confidence, recruitment, and legal standing .
What trends do you foresee shaping the future of online reputation and cyber intelligence?
Some key trends already shaping the landscape:
- AI-generated disinformation and deepfakes
- Narrative wars driven by geopolitics and ideological polarization
- Growing demand for digital hygiene audits
- Use of synthetic identities in fraud and impersonation
- Legal reforms around online defamation and identity protection
At OnbrandinG, we’re already adapting to these by investing in automated early-warning systems, cross-border investigative partnerships, and training programs for public figures and institutions .
