"People do not buy goods and services. they buy relations, stories and magic" 

—Seth Godin


Save Your Reputation

If someone were to ask me how I want to be remembered, I would say trustworthy, intelligent, and compassionate. If that is how I am remembered, I do not know. But I would like to think that the actions I take reflect the reputation I want. Meltwater reposted an article about the importance of reputation for both a brand and individual. It discusses why it matters and the reward from it. Reputation for a business comes down to three things: how others see the business, who the business is, and what the business communicates about itself. 

The author, Kent Campbell, brings up how what most of us grew up hearing, "it doesn't matter what others think of you; it only matter what you think of yourself," is wrong. Campbell states that it does matter because reputation is a driving force in our society.

I can understand why Campbell might be right. Reputation is important for success. Our peers are the ones assessing our job applications, shopping at certain stores, and distributing different types of information. Our peers' opinions matter because of the force they can bring. 

Campbell takes this idea of individual reputation and applies it to businesses. Businesses rely on good reputation to thrive in their area. A good reputation means having the opportunity to contribute. A bad reputation means being excluded from that contribution. Campbell refers to the spreading of false information or, as what it been recently dubbed, "fake news." News sources and politicians alike were suffering from this distrust in their reputation. 

Trust is important to a reputation. It means that others believe in a brand or individual. Edelman, a public relations firm, releases the Trust Barometer every year. This measures the trust people have in companies. This year's barometer revealed a trust crisis. A trust crisis is detrimental to a brand's reputation and thus, its success. 

Now trust alone cannot maintain a reputation. A company must remember to share the effort internally and with the community. A good reputation means a good relationship among the consumers and the business. It begins with trust, moves onto familiarity, and is maintained by looking at the factors that shape it: visual cues, mission and philosophy, behaviors of the organization, and success. 

Consumer-Brand Relationships: Theory and Practice by Susan Fournier book cover 

Consumer-Brand Relationships: Theory and Practice by Susan Fournier book cover 



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