We recently asked clients and potential clients’ what criteria they used to select a new creative design consultancy. Whilst case studies were the first, interestingly the second most important criteria were TRUST and REPUTATION, how you or your brand are perceived, what other people think about you and your work, and how you have maintained your reputation.
Whether you’re building a personal profile or growing a business, your brand reputation plays a critical role in attracting new opportunities, securing client confidence, and standing out in a crowded marketplace.
- Author Richard Samarasinghe
What is Brand Reputation
Reputation is defined as being:
“the opinion that people have about someone or something, or how much respect or admiration someone or something receives based on past behaviour or character” – The Cambridge Dictionary
Brand reputation is the public perception of a company, based on customer experience, public relations, marketing, and word-of-mouth. It reflects how trustworthy, reliable, and high-quality a brand is in the eyes of its audience. This perception directly impacts customer decisions, brand loyalty, and long-term business success.
The Importance of Brand Reputation
In today’s highly competitive and connected world, brand reputation can make or break your business. A strong brand reputation builds credibility, attracts new customers, retains loyal ones, and protects against public crises or negative reviews.
When it comes to your reputation, hoping for the best isn’t good enough. It leaves it in the hands of others. Your reputation needs to be shaped and managed, so it reflects the way you and your brand want to be viewed.
How to improve your reputation
Here are some practical ways to deliberately shape how others see you:
For Individuals
Express appreciation to someone who helps. We all get busy and move from one thing to another, and before we know it, several people have come to our aid. Make it a point to say thanks.
Admit it when you’re wrong. It’s easy to say, “Everybody makes mistakes” or “I’m just human” when we get something wrong. But passing it off is quite different from taking ownership and saying, “I was wrong.” Both impact one’s reputation.
Welcome challenges. If all we know is what we’re doing now but when we dare to step out of our comfort zone and take risks it challenges us and inspires others to build our own reputation.
Smile more. A study found that smiling employees are more approachable, likable and appear more competent, as well as more trustworthy, according to University of Pittsburgh researchers.
Tell someone when they do a good job. Criticism comes easily, praise not so much. Most people benefit from less of the former and more the latter.
Reputation for Businesses
Come up with ideas to improve something. It isn’t that most people don’t have ideas; it’s simply they’re afraid to present them — what will people think? Maybe it’s stupid. Take a chance. You’ll be surprised.
Pitch in when someone is out. Whether it’s taking messages, answering questions, or solving a problem, it says you have their back. It won’t be forgotten.
Go out of your way to help customers.Look at these as opportunities, not interferences. They’re memorable. Customers like to talk about the times when someone took did something special for them.
Come up with solutions for problems.Avoid the natural instinct to hold back and play it safe: What if it doesn’t work out? Or it’s rejected? Give it a try and you may be surprised what happens.
Pay attention to details. Nothing is more disruptive, embarrassing and frustrating than the wrong address or price, a phone number that’s one digit off, a misspelling or something that was left out. Reputations are made on accuracy; the opposite is also true.
How to Build Brand Reputation
Actively respond to feedback. Show customers that you listen by replying to reviews, both good and bad. Taking time to acknowledge feedback builds credibility and shows you care about their experience.
Empower your team to represent the brand. Your people are often the face of your brand. Make sure they understand your values and have the tools to deliver the kind of service and behaviour that builds trust.
Be transparent during setbacks. Things go wrong in any business. Being open and honest when they do shows integrity, which earns long-term respect and strengthens reputation.
Support causes that matter to your audience. Aligning with social or environmental initiatives builds goodwill and shows your brand stands for more than just profit. People remember brands that care.
Stay visible in your industry. Share insights, speak at events, or contribute to relevant conversations. Brands that consistently show up and add value become trusted names over time.
Brand Image vs Brand Reputation
Brand image is how you want to be seen. Brand reputation is how people actually see you, based on real experiences. A strong brand makes sure both are aligned so that what you promise matches what you deliver.
Benefits of Good Brand Reputation
Improve Trust in Your Brand
A full 90% of all consumers visit review sites before visiting a business. This reveals that trust and reputation are essential factors for most of your customers. By achieving a positive reputation in your customer reviews, you are more likely to ensure that those that do read them will use your products or services.
Increase Customer Loyalty
When you’ve got customers, work hard at keeping them. If you have a good reputation, your customers will stick by you. When they need something in the future, they will keep coming back to you. Return customers may also provide the perfect springboard for loyalty-based marketing incentives.
Build Brand Recognition
People naturally gravitate towards brands that they know. If customers know your products and services and recognize elements of your brand image such as your logo or brand colours; they will gain assurance from the sense of familiarity. If you have developed a good reputation through excellent service and products, brand recognition will likely follow. So, look at ways of making your brand instantly recognizable to your customers.
Reduce Marketing Costs
Word of mouth is a valuable marketing tool. If your customers are saying great things about your brand, then they are doing much of the job of your marketing department. This can help you to save a considerable sum of money on your marketing costs. Take full advantage of this in your branding strategy. Utilize social media to engage your loyal customers and encourage them to share their experiences of using your business with their friends.
Improve the Value of Your Business
If your brand has a strong reputation this will translate to positive reviews and brand recognition; both of which are helpful in generating sales. All of this amounts to an increase in the value of your business.
Although brand reputation is not a fixed asset, it can go a long way in increasing the value of your business should you ever decide to sell it.
How to Improve Brand Reputation
Building a strong reputation takes time, but the right approach can make all the difference. If you are ready to shape how people see your brand, get in touch. Explore our branding services including strategy, identity and repositioning, and let us help you build something people believe in. Contact us today to find out how we can strengthen your brand reputation and help you stand out.
