Company Brand vs. Reputation

Lizzie Flynn wants to know: “How much does your ‘brand’ reputation matter right now and in the future? For instance, my brand is my name, so what is the importance of my name’s reputation?”

Great question Lizzie, and great foresight as well. Your instincts are probably telling you that brand and reputation go hand-in-hand in many ways. It’s a fuzzy area for some because they are different, and yet so much alike. So let’s first take a look at defining the two and how your reputation can support and influence your brand, and visa versa.

A good brand will heighten consumer awareness, emotional attachment, and be represented or rooted in the company in way of culture, beliefs, operational methodology and so forth. Starbucks is a great example of a corporation that has solidly rooted itself in its brand. From the “attitude” of the barista behind the espresso bar, to the “attitude” of their product and environment, the Starbucks brand creates a “grass roots” image of global awareness and commitment to their company mission. Whether perceived or real, this image branding goes to the core of the company and is accepted widely by the consumer. Starbuck’s belief and message is that by putting people before product they have created a loyal community following worldwide and a commitment from the best coffee growers around the world. And “Bucks’” fans worldwide buy into it – to the tune of 8 billion dollars a year!

Now turning to reputation, using the same corporation as an example: Let’s look at the quality customer service, community-minded spirit, warm environment, global awareness, relationships, and quality product that this brand touts. The level to which they adhere to their brand’s commitment is what creates their reputation. If the average consumer went into a store 3 times in a row and found that the environment was not welcoming, the coffee was stale, there was rarely a fair trade option, the service was poor, and the caramel macchiato never tasted the same, it’s unlikely that this consumer would return. (Well, unless he’s a die-hard venti dry skinny cappuccino fan and options were slim.)

So, in this coach’s humble opinion, yes – reputation is critical to a brand’s success – right from the beginning. Reputation is a piece of branding and visa versa. With that said, a company like Starbucks would be hard-pressed to see the impact of losing a few disgruntled customers, but for a smaller company your reputation for customer service, reliability, quality, and so on, are indeed, strong factors. As you establish this reputation, make sure to embed it into your brand as best as possible. Taglines, mission statements, the “flavor” of your website, photography, and even the use of specific colors, are all good ways to deliver this message and marry your brand and your reputation in the public’s eye. Also, remember that if your name is your brand it’s no longer all about you. This name now represents something far bigger than you are, especially if you are creating a company that you hope to sell someday. Brand it solidly and create a solid reputation.

Good luck Lizzie, let us know if you have any more questions!