Brand vs. Reputation

Understanding Reputation

Reputation has existed as long as there have been human interactions. It is a fundamental quality of every organization, of its products and services, and of its leaders.

Reputation is, simply, what your stakeholders believe about you, expect from you and say about you to others.
A good reputation is an invaluable asset. It drives engagement, creates loyalty and stirs action. It creates opportunity and clears the way for progress. A poor reputation is a liability, creating friction and uncertainty.

An organization’s reputation with one stakeholder, or many, can exist even before a conversation begins between them. And reputation lasts long after any individual exchange or transaction is over.

Brand vs. Reputation
What happens when the actual experiences of your stakeholders, and the expectations they have of your organization, don’t match what your organization is saying about itself and what it is actually doing – in other words, with your brand?
Customers don’t buy… Legislators don’t vote… Employees don’t come to work… simply because of what you promise in your brand. Rather, they act because of what they believe. Their experiences. Their expectations. In other words, your reputation.

That collision between brand and reputation creates a barrier to success and growth – and in some cases, a destructive force. It is the central issue that every organization must solve today.

It demands a new solution, one that leads to meaningful, productive, progressive exchange with customers, employees, partners, suppliers, regulators and an organization’s entire industry.

It is what we call Authentic Engagement.


Authenticity Gap