How to Build a Corporate Reputation That Stands the Test of Time

Corporate reputation is not a mere buzzword nor something to be thought of when a public relations crisis hits. It’s the way your prospects, customers, employees, and investors view your company. Reputation is just as important as your products, services or bottom-line numbers for long-term success.

But just how do companies actually create a strong, positive corporate reputation? This post is about how to take steps now to make your brand more resilient, no matter what the world throws at the economy.

The Importance of Corporate Reputation

Before we dismantle how to create one, though, let’s look at why the corporate reputation is such a big deal. Having a good reputation is more than just being able to present your brand in a favorable light, it is what often leads to trust, relationships, and growth.

• Trust and Credibility: 88% of consumers say they are more loyal to companies they trust (Edelman Trust Barometer). A good reputation paves the way for trust.

• Talent Attraction: The best candidates are 56% more likely to apply if they view a company positively as a result of employer branding.

• Customer Loyalty: People who have favorable impressions of your business will choose you over your competitors.

• Crisis Resilience: Firms with good reputations are more resilient in PR crises or internal misconduct.

So now that you’ve got the good news on what you can gain, below are some tips on how to effectively make sure that your corporate rep is nurtured time and time again.

Create a Culture of Transparency and Values

Define Your Core Values

Corporate reputation has its foundation in the cultural heart of your organization. In short, your values should represent what you stand for and should guide every decision you make.

Select four to six values that correspond to your mission and to what your target audience expects of you (e.g., integrity, innovation, sustainability).

Integrate these values into your brand, your intranet content, and your external customer messaging.

As an example, Patagonia is highly regarded because of its focus on environmental sustainability. From the materials they use and the campaigns they run, everything about them shows their commitment.

Practice Transparency

Honesty and Communication are key to trust. You may be sending financial reports, responding to customer complaints, or communicating bad news — there is no reason to obscure that information.

Admit your mistakes as soon as they become known, and demonstrate the steps being taken to correct them. Others, including Netflix, have weathered challenges by coming clean about decisions remaining unpopular.

When sharing wins, also share challenges. For instance, your annual sustainability report should not only sing your own praises but also afford a frank appraisal of your shortcomings.

Communicate Consistently

Keep a consistent tone and voice across all channels (website to social media). Unaligned communication can confuse stakeholders and break their trust.
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Generate Actual Value for Customers

Deliver on Promises

Your brand is only as strong as the trust your customers have in it. Promise something and deliver it, no if or buts about it. Quality in service and product performance is your key source of customer focus.

Listen to Feedback

Encourage customers to give feedback by taking surveys, using social channels, and leaving reviews. Crucially, take action on the feedback quickly. With this, you’re signaling that you value what they are saying, and that reinforces trust and reputation.

Go the Extra Mile

Keep your customers surprised and delighted. Surprise them with added value, individual treatment, or even discounts. These little acts set you apart in the minds of your customers and generate word-of-mouth that reinforces your reputation.

Cultivate Employee Advocacy

Happy Employees Are Your Strongest Ambassadors

According to Glassdoor, 92% of respondents use reviews or ratings to decide on where to apply.

Treat Employees Right

Companies that are known for looking after their people have a great reputation. Pay a fair wage, support professional development, and value work-life balance.

Enable Team Members to Act as Brand Ambassadors

Encourage employees to post testimonials of what it’s like working for your business on LinkedIn, Glassdoor, and other review websites. Positive employee experiences add an authentic face to your brand and drive credibility.

Build a Great Environment at Work

Internal culture is tightly connected to external reputation. A culture of respect, teamwork, and opportunity isn%27t as apt to have unhappy employees griping in public spaces.

Use Social Responsibility and Sustainability as a Lever

Support Causes That Resonate

CSR programs of the sort should feel authentic to the causes they actually support, not used to symbolize the name of your business. Don’t just take on initiatives to look good, as customers today can see through insincere efforts.

Take, for example, TOMS Shoes, whose brand was founded on the “One for One” concept, or giving a pair of shoes to someone in need for every pair sold.

Balance Your Footprint

As a result of increased worries about climate change, customers look more favorably on companies that make sustainability a priority. Do something that is a positive action, for example:

• Operating on renewable resources.

• Reducing packaging waste.

• Collaborating with environmental groups.

Share Your Impact

Don’t be afraid to call attention to your company’s philanthropic or environmental work. Leverage social media, email newsletters, and blogs to communicate updates and ask stakeholders to participate in your efforts.

Take a Proactive Approach in Dealing with a Crisis

You don’t earn reputation only in the good times. The way in which you manage difficulty demonstrates your ability to lead and reestablish trust.

Plan Ahead

Create a crisis management plan for:

• An approved list of spokesmen.

• A set of response procedures for many possible situations.

• “Pull” messages for internal and external use.

Respond Fast and Real

Begins with authentic content you can believe in!

In a crisis, speed and honesty count. Respond with empathy, own up where appropriate, and explain how you’ll fix the problem going forward.

For instance, in the event of a data breach, tell affected parties at once what happened, what you’re doing to minimize the risk, and how you’ll prevent it from happening again.

Encourage Digital Engagement

Create Positive Brand Sentiment Online

Reputation is influenced by these reviews and social media. Knowing how to engage with customers is not just about interacting with them in a store or space but also online.

• Frequently monitoring Google, Yelp, or Trustpilot for reviews.

• Connecting on social media to make your brand feel human.

Before I could even respond to a complaint, the call had already been resolved.

Leverage Thought Leadership Content

Establish your company as a thought leader by posting blogs, videos, and research. Providing content that is a lot of food for thought likewise helps in establishing your credibility and keeps your audience returning for further.

Check and Analyse Presence on the Internet

Monitor mentions of your brand throughout the web by using Google Alerts or Hootsuite. Keep your ear to the ground to get a sense of how your brand is perceived and address the situation accordingly, when appropriate.

Foster Collaboration and Community Involvement

Work Defraud with Trustworthy The Homeowners Minimum

Your company image is enhanced by association. Collaborate with credible companies and influencers who share your values and who share the same audience as you.

Connect Locally

Interact with your community to demonstrate that all you care about isn’t money. Sponsor local events or collaborate with local leaders to help make a positive impact in the area in which you are located.

What You Can Do Now to Protect Your Corporate Reputation (Clone)

A solid corporate reputation is like an invisible safety net, meant to protect your company in tough times and to enable it to enjoy long-term success.

By prioritising transparency, the companies that focus on transparency, providing value to consumers, and advocating for sustainability for their business, will maintain their business’s reliability and credibility among stakeholders.

Need to hone the skills to enhance your company’s reputation? Begin with hard work, done on purpose, today. Your work will build long-term goodwill and a sustainable business.

For a better understanding of: Brand Reputation Management