When the alignment between brand and reputation occurs in a planned, managed, proactive and genuine way, it creates Authentic Engagement.
Taking advantage of that opportunity requires a dramatic change in the traditional approach organizations have taken to brand and reputation management, one where managing relationships is central to success.
Be as you wish to be seen. Invest in the attributes you want to be known for. Make sure the attributes matter to your key audiences, and communicate them. Behave as the company, or the person, you want your audiences to think you are.
Work holistically. In managing brand and reputation, create a culture and an organizational structure that view the two as inextricably intertwined. No organization can afford to have brand and reputation remain divided. No longer can we think of them as separate entities to be managed and measured by separate functions. They must be viewed together.
Scope all audiences. Understand that to truly create progress, the viewpoints of all audiences – not just consumers – must be understood and addressed through both the brand and reputation.
Think in terms of values, value and valuation. Have good values, and live up to them in decisions, actions and relationships. Find out whether your organization’s decisions and priorities reflect your stated values. Find out whether the company’s values are the same as constituents’ values. Define the value that is created in each relationship. Make sure it is sufficient to support the valuation you want – whether that is product pricing, talent compensation, stock price, or some other valuation.
Make it everyone’s job. Make brand and reputation management a part of every discipline – everyone’s responsibility – not just a function of communications or marketing.
Align measurement against specific business outcomes for both brand and reputation. Everything must have a clear connection to how it helps achieve a business goal.