Your reputation – why it’s important
There is no
doubt that if your company has a strong reputation, you will attract better
people to work for you, your customers will be more trusting and loyal, and you
will be able to charge more for your products and services. The bottom line is that reputation equates to
‘value’ in the market and can give your company a tangible edge over the
We have all
seen in recent years how corporate reputations can be shattered and the
subsequent damage to the underlying business – your company may not be a major
corporation but your reputation is still very precious and you fail to protect
it at your peril.
reputation relies on the perceptions of your customers and other stakeholders,
including suppliers, business partners and employees. In protecting this reputation it is important
to ensure that the reality of your business continues to match these
perceptions as it grows. It is also
important to understand that as the world around us changes, the views and
demands of our stakeholders will also evolve, and that what your company offers
needs to change too to meet new demands.
A gap between perceptions and reality will lead to disgruntled
stakeholders and a damaged reputation.
The best approach to reputation management is,
of course, to ensure there’s nothing negative to say and that no one is saying
it – this can be easier said than done.
A good reputation must be earned and once established needs constant
best to do? Here are our top tips for
building and managing your reputation:
mission and values:
A strong reputation starts with a clear mission and set of values which the
whole company buys into and lives by. If
you can demonstrate a set of clearly articulated values and know that your
company’s behaviour mirrors these, then you’re well on the way. The things that
will impact your company’s reputation span right across the organisation, from
the way that you answer your phones to external callers, to your credit control
systems, the look and feel of your office, the way that you treat your suppliers.
Products and services: Your company’s reputation depends on the
quality and consistency of what you offer your customers. If this isn’t right, no amount of marketing
spend will make your business grow.
People: Every single person within your business needs to feel responsible for
protecting its reputation. To achieve
this, all employees need to understand and feel part of the mission and values,
and of the company’s growth and success. Put a thorough induction plan in place
for new staff and implement a training and internal communications programme to
keep everyone engaged.
Manage and learn from mistakes: Things can and do go wrong – we are only
human and most of us employ other humans to help us build our businesses. So it’s important to monitor and predict
where weaknesses may be and have plans in place to deal with them quickly and
Communicate: Building strong relationships with your customers is very
important for lots of reasons, some less obvious than others. When your reputation is in question, loyal
customers can provide an important ‘balance’ to any negative noise around your
company. Also, customers who are engaged
with you and your company are more likely to let you know in a ‘helpful way’
when things are not as they would hope; less engaged customers will be more
inclined to shame you using public digital channels.
Divide personal from professional: Keep personal matters private and well away
from social media to help protect the reputation of your business. A social media policy will help to guide your
employees and ensure they understand what is and isn’t acceptable behaviour –
it is advisable to include this within your core employment contracts.
Get social: Your social media strategy should help you to monitor the
views and opinions of your customers, while also instigating and engaging in conversations
with them. Learn a lesson from the big
brands which are now using social media channels for their front line customer
service – a prompt response to complaints and questions on social media can
turn a potentially damaging situation into a customer service success story.
Take responsibility: Now more than ever, customers, suppliers and
other stakeholders will expect your business to deliver more than just
profit. They will be looking for
evidence of how your business is maximising its positive impact on the communities
in which it operates and minimising its negative impact on the
environment. So, develop a corporate
social responsibility plan and make sure your stakeholders are aware of it.
Media training: Make sure spokespeople have had relevant
media training and are able to manage media interviews if the company’s
reputation is questioned. It is vital in
times of crisis that you are not seen to be ‘hiding’ from the issues; you need
to present a concerned, reassuring and professional face for the business. Stick firmly to the facts and do not try to cover
up truths – your customers deserve your honesty and will respect you for it.