Yes, it is. Build a positive online reputation, gain customers' trust, and make a good name for yourself, and you can more quickly recover from any negative feedback that might arise from the rare customer here and there.
If you have a good reputation in your business, then you can regain any lost trust quicker, and keep customers coming back to do future business with you.
This "good" reputation must be real, and you must be honest, so make sure you and those who work with/for you do well at building and maintaining a good name for your business.
I found this article very interesting, and it will give you more details about building a personal brand for yourself:
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