reputation is an
important key-factor
Reputation was, is and will always be of great importance to organizations, whether commercial or governmental or non-for-profit.
Reputation does not occur by chance. It relates to leadership, management and organizational operations, quality of products and/or services and most importantly – relationships with stakeholders. It is also connected to communication activities and feedback mechanisms.
Six of the reputation components are:
- Be obsessed with your product or service
- Gain confidence from employees and customers
- Be available and open (don’t hide…)
- Admit mistakes and respond rapidly
- Engage people’s interest, take up a public cause.
- Have something to say interesting and humane.
brand identity and reputation
Brand, identity and reputation are used interchangeably. Corporate identity is defined as a company’s self-presentation, that is the signals and signs that an organization presents about itself to its stakeholders.
Better regarded companies build their reputation by developing practices which intergrate social and economic considerations into their competitive strategies. They not only do things right, but they also do the right thing. They inititate policies that reflect their core values, that consider the joint welfare of investors, customers and employees, that invoke concern for the development of local communities and that ensure the quality and environmental soundness of their technologies, products and services.
6 Simple verities about corporate reputation
- Corporate reputation has increased and is increasing in importance.
- It is important to systematize measurement
- Key influencers are customers, employees and the CEO.
- A good corporate reputation precedes and helps business grow internationally as well as prepares the ground in the new markets.
- CEO reputation and corporate reputation are increasingly intertwined.
- Managing reputation is a key responsibility and is led by the CEO
