Image, Reputation and Why Both Should Matter to Leadership


One colleague told the other during banters that ‘the organisation has referred to itself as a multi-national. It is left to you to determine whether it is or not’. This simple and harmless remark got me thinking…

Every day and in one way or the other, sane individuals are saddled with the responsibility of managing image and reputation. It has become more relevant in the days where dynamics in business operating environment require knowledge of brand equity to analyse trends, project growth opportunities and make strategic business decisions.  This is where the synergy between corporate image and reputation is brought to the fore. For practitioners responsible for reputation management, it is important to know what both are and how these can be used to build values that last. To the grey horn, both are the same. To the professional, it is so much more…


Corporate Image and Reputation (I & R)
Image is the mental imagery the different stakeholders have about an enterprise. It has a strong link with perception which could be positive, indifferent (or neutral) or negative. Corporate image is built internally and can be built within a short period of time. It is mostly concerned with ‘who do we want our stakeholders to think we are’?

Reputation - on the other hand, refers to the overall value decree about an enterprise. This can also be positive, indifferent (or neutral) and in other cases, negative. Unlike corporate image, it has its roots from inside and outside an organisation. Corporate reputation evolves over time and is gleaned from experiences, interactions and memories. Reputation should answer the question ‘who are we seen to be’?

Though it looks like a thin line between both image and reputation (I & R), both have a lot of similarities. Let us take a look at the two most critical matters:
i.                 Culture
Culture is the behaviour of the organisation and this is further transferred into underlying elements such as style and systems. It is usually concerned with ‘how we do things here’ and ‘what is permissible or not’. Norms, beliefs, traditions and customs are displayed in the culture of an enterprise. This is evident in the touch points and ‘reactions ‘ to material issues that affect the company.
Culture remains one of the strongest elements for building a good (or bad) reputation.  To fix a bad reputation, I recommend that you begin with culture.

ii.               Leadership
Leadership displays the overall tone of the organisation. In what I would refer to as the 3Vs – Vision, Values and Voice, the leadership of an enterprise whether by omission or commission strengthen an enterprise’s image and overall perception.
Vision: What kind of enterprise are we building and where do we want to get to?
Values: What behaviours guide and support our vision?
Voice: What and how does Leadership say what they say? These are displayed either expressly, deliberately or indeliberately that either reinforces or erodes what our vision and values project
What Leadership says or does has an impact on   corporate reputation


I & R: Here’s Why It Matters…
1.     Good image and reputation (I & R) improves perception of quality of an enterprise’s products, services and causes. You know what this means? It translates into top of mind awareness, helps purchase decision making thus translating into purchases and ultimately revenue.
2.     Good I & R can be a strong differentiator. It attracts investors and improves the overall equity for an enterprise.
3.     I & R also improve employee engagement and productivity. The ‘feel good’ factor of good I & R is almost invaluable.
4.     HR Professionals and I (and maybe you)  know that it is relevant  for hiring and retaining good talent.
5.     I & R is helpful during corporate experiences that can erode corporate value such as during crisis or attacks. It is easier for enterprises that have good I & R to almost ‘snap” out of those situations given the right strategies and approach.

Is your organisation committed to building a good image and reputation? Find answers to these three questions:
What do you say?
What do you do?
How do you do it?

If you would like to share a post, please send a mail to titilopeoguntuga@gmail.com
Do not forget to join me on LinkedIn and Twitter – Titilope Oguntuga
Tilloppss

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