Brand -vs- Reputation
Do you know the difference?
I recently spoke, at an event for public relations professionals, and those that utilize public relations and communications to grow their businesses. Everyone should be using PR and have a communications strategy, but I digress, we’re not there yet. Anyways, I was asked during the Q&A session, what is the difference between brand and reputation. Let’s be clear, they are NOT the same. Let’s dig in.
Here are the 3 main differences between brand and reputation:
- Brand is a promise, while reputation is a result.
A brand is a promise that a company makes to its customers. It is the company’s way of saying, “This is what you can expect from us.” A reputation, on the other hand, is the result of a company’s actions over time. It is the way that people perceive the company and its products or services.
- Brand is managed by the company, while reputation is managed by the customers.
A company can control its brand by creating a strong brand identity and by communicating its brand promise to its customers. However, a company cannot control its reputation. Reputation is shaped by the experiences that customers have with the company and its products or services.
- Brand is a long-term asset, while reputation is a short-term asset.
A brand can take years to build, but it can be destroyed in an instant. A reputation, on the other hand, is more fickle. It can change quickly, based on a single experience or a single event.
Despite these differences, brand and reputation are both important for businesses. A strong brand can help to build customer loyalty and attract new customers. A good reputation can help to build trust and confidence in a company.
brand awareness branding comminucations public relations reputation sand and shores