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:

1. 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.

2. 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.

3. 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.