The word reputation comes from the Latin reputationem, meaning “to consider” or “to think over.” In other words, it expresses how we think about someone or something—how we perceive a person or a brand, and what opinions or beliefs are publicly associated with them.
Let’s take these three people, for example:
- Your best friend
- Your mother
- Tiger Woods
And now, these three companies:
- Disney
- Baťa
For both people and brands, we hold certain images of who they are and what they represent. Some would say your brand is your reputation. Others might argue that your brand plus your “why” together create your reputation.
But one thing is certain:
Our reputation is not about what we say about ourselves. Our reputation is about what others say about us.
Have you ever thought about all the factors that shape your reputation in business?
We could list many: product or service quality, customer service, ethical business practices, internal relationships, financial stability, or how a company handles crisis management. In the digital world, add online reviews, social media communication, and search engine visibility.
And let’s not forget: the reputation of every CEO directly influences the company’s reputation. Respected leaders often boost their company’s image, while those with negative PR can cause real harm.
Reputation Has a Life of Its Own
Reputation is built on trust. And when trust is broken, customer and employee loyalty goes with it. What’s more, reputation no longer lives only in people’s minds—it now has a life of its own in the publicly accessible online world.
Online reviews have become a key factor in shaping business reputation—and they are more trusted than any ad campaign, with up to 40% of people distrusting advertising altogether. And the importance of online reputation doesn’t stop there:
- For 65% of internet users, online search is the most trusted source of information.
- 85% of people trust online reviews as much as personal recommendations from friends.
- 60% of people distrust a company with negative reviews.
- 90% of people admit reviews have a key influence on their purchase decisions.
We can therefore say that reputation is an intangible currency—one that can appreciate or depreciate over time. But where do we begin to build this trust?
Here’s how I like to look at it: through actions. Small, everyday actions. They speak louder than any words or bold statements.
Arriving on time to a meeting. Sending the promised reply. Admitting a mistake. Thanking someone for feedback. Showing respect. Keeping your word.
Whether we realize it or not, these things tell the people around us who we are and what we believe in—more than anything else.
As Socrates once said: “The way to gain a good reputation is to endeavor to be what you desire to appear.”
