Reputable
Brand = Reputation
A brand is your reputation - and that’s it.
Boiling it down
Too many branding books, and convoluted definitions of “brand” complicate things.
It is not what you say about yourself (i.e. not your vision or mission statement, tone of voice, or new logo, sustainability statement, blah, blah..), but what others believe about you.
In other words, your brand is simply your reputation - a reflection of what you actually do, and have done over time, and how your customers think about that work.
You create a good reputation (i.e brand) by making good products or providing a good service consistently over time.
There are no shortcuts.
Just do good work.
The Value of Reputation
A strong reputation fosters trust, attracts opportunities, and creates long-term resilience. Customers, partners, and stakeholders gravitate toward brands with integrity and a proven track record.
Reputation (i.e brand), therefore, is not an asset you can buy or fabricate - it is earned over time through consistent actions and meaningful interactions.
Building and Maintaining Reputation
- Do Good work: Make good products, deliver good services.
- Be Consistent: Deliver on your promises, time and again.
- Be Transparent: Be open and honest, even when it’s uncomfortable.
- Be Accountable: Admit mistakes, learn from them, and make amends promptly.
- Say No: Learn to say no more often to requests that fall outside your capability or domain.
Challenges to Reputation
Reputation is fragile and can be damaged quickly, especially in the digital age.
Social media amplifies both praise and criticism, making it crucial to monitor and engage with your customers and audience actively.
Be prepared to address crises head-on, with a focus on resolution and rebuilding trust.
Reputation in the Context of Authentic Brands
An authentic brand aligns its reputation with its actions.
Authenticity reinforces reputation, and a strong reputation, in turn, supports brand authenticity. This symbiotic relationship is the foundation for building a brand that is reputable, remarkable, and repeatable.
Reputation isn’t just an outcome; it’s a journey. It requires vigilance, care, and commitment. In the end, it’s not about being perfect - it’s about being trusted.
That’s it. Pretty simple.
Happy branding :)
Reputable (Brand = Reputation)
This early draft on Reputation from David Vaassen’s upcoming book simplifies ‘brand’ by removing fluff, defining it clearly and concisely.