Your reputation is your most valuable intangible asset. Customers want to buy from reputable companies. Employees want to work for a company aligned with their values. Suppliers and investors want to be associated with companies they can trust.
Reputation is largely about credibility, your trustworthiness to follow through on intention with action. For businesses, credibility is built by being consistent in thoughts, words and actions in delivering on a brand promise. And now more than ever, credibility is also built by standing for more than just profit and acting in socially conscious ways to help create a better world.
Ros Weadman’s BrandCredTM Model is the reputation equation that aligns an organisation’s company culture (what it thinks), brand communication (what it says), customer experience (what it does) and corporate citizenship (what it gives).
When these four business dimensions are in alignment, credibility is built from the consistency of thoughts, words and actions. Brand trust goes up, a positive perception is formed and reputation is enhanced. However, when these dimensions are out of sync, brand credibility diminishes and reputation is undermined.
Although you can’t control your reputation, by using this formula you’ll build greater brand credibility and help shape your desired reputation in the minds of others.Marketingreputation