Building and Building and Managing Your Managing Your

ReputationReputation

Patrick GibbonsPatrick Gibbons

Reputation: What Is It?Reputation: What Is It?

Merriam WebsterMerriam Webster

– Overall quality or character as seen or judged Overall quality or character as seen or judged by by people in generalpeople in general

– Recognition by others of some characteristic Recognition by others of some characteristic or ability <a reputation of being clever>or ability <a reputation of being clever>

– A place in A place in publicpublic esteem or regard: good esteem or regard: good name <trying to protect his reputation>name <trying to protect his reputation>

WikipediaWikipedia

– The opinion (a social evaluation) The opinion (a social evaluation) of the publicof the public toward a person, a group, or an organizationtoward a person, a group, or an organization

About ReputationsAbout Reputations

They are individual and collectiveThey are individual and collective

They are based on fact, perception, They are based on fact, perception, associations and key relationshipsassociations and key relationships

They determine your marketplace value They determine your marketplace value

It takes a lifetime to build and maintain a It takes a lifetime to build and maintain a good one, but only a moment to lose itgood one, but only a moment to lose it

We all have them, whether we know it We all have them, whether we know it or notor not

Personal Reputation Personal Reputation

“ “I always knew I wanted to be I always knew I wanted to be somebody, but now realize I should somebody, but now realize I should have been more specific.”have been more specific.”

Lily Tomlin Lily Tomlin

What’s in a Personal Reputation? What’s in a Personal Reputation?

Goals, values and achievementsGoals, values and achievements

Daily behaviors, relations with othersDaily behaviors, relations with others

Group memberships, friends, associatesGroup memberships, friends, associates

Personal qualitiesPersonal qualities AppearanceAppearance Social skill, communication styleSocial skill, communication style Competence, reliability and trustworthinessCompetence, reliability and trustworthiness Social responsibilitySocial responsibility Reaction to stress or adversityReaction to stress or adversity

Online personaOnline persona Email address, ISP choices Email address, ISP choices Group membershipGroup membership Online activity, comments Online activity, comments

What’s in an Organization’s What’s in an Organization’s Reputation? Reputation?

Mission and valuesMission and values

Quality of products and servicesQuality of products and services

Leadership and managementLeadership and management

Social responsibility Social responsibility

Customer/client relationshipsCustomer/client relationships

Financial strengthFinancial strength

Workplace culture/environmentWorkplace culture/environment

Media coverageMedia coverage

Response to emergenciesResponse to emergencies

““A brand for a company is like a A brand for a company is like a reputation for a person. You reputation for a person. You earn reputation by trying to do earn reputation by trying to do hard things well.” hard things well.”

Jeff Bezos, Amazon founder

What About Brand and Branding? What About Brand and Branding?

Merriam Webster on “brand”Merriam Webster on “brand”

– A mark that designates ownershipA mark that designates ownership

– A class of goods identified by name as the A class of goods identified by name as the product of a single firm or manufacturer product of a single firm or manufacturer

GibbonsGibbons

– The symbols and messages people most The symbols and messages people most closely identify with your reputation and values closely identify with your reputation and values

– Creating and sustaining the desired reputation Creating and sustaining the desired reputation is key to brand equityis key to brand equity

Similar colors but Similar colors but worlds apartworlds apart

Developing-Managing a Developing-Managing a Good ReputationGood Reputation

Assess current reputation, all facetsAssess current reputation, all facets Develop goals and plan for improvementDevelop goals and plan for improvement

Map the process, develop your planMap the process, develop your plan What are the contributing factors?What are the contributing factors? What adjustments are needed?What adjustments are needed? What investments are required?What investments are required? What is the sequence and timing?What is the sequence and timing?

Implement, monitor and adjust your plan – Implement, monitor and adjust your plan – it is a marathon, not a sprintit is a marathon, not a sprint

You must be prepared to defend your hard-You must be prepared to defend your hard-earned reputation 24/7 to a worldwide (online) earned reputation 24/7 to a worldwide (online) audienceaudience

What is a Good Reputation Worth?What is a Good Reputation Worth?

Earns you trust and support in good and Earns you trust and support in good and bad times – makes you a good investment bad times – makes you a good investment

Gives people “permission” to associate Gives people “permission” to associate with you, or buy your goods or services with you, or buy your goods or services

Helps you recover more quickly from Helps you recover more quickly from missteps or accidents missteps or accidents

For all these reasons, your reputation For all these reasons, your reputation determines your value in the marketplacedetermines your value in the marketplace

Getting StartedGetting Started

“ “You can’t build a reputation on You can’t build a reputation on what you plan to do.”what you plan to do.”

Henry Ford Henry Ford

More information or questions :More information or questions :

Patrick Gibbons Patrick Gibbons gibbonscpgibbonscp@@ncnc..rrrr.com.com