“ It is the aggregate impression held by all the stakeholders of a company including employees, investors, the media, the business sector and, of course, its customers and clients…”
“ A strong reputation is like a magnet . It attracts customers and clients, investors, the best employees and makes a company more competitive versus other companies…”
WORLD FAMOUS FOR..
Baby care Johnson & Johnson
Sustainability The Body Shop
Recipe Coca Cola
WHY MANAGE THE CORPORATE REPUTATION ?
New trends and developments (globalization, sustainability, digitization, social media, empowered employees, citizens) have resulted in a paradigm shift which will have a huge impact of corporate reputations
Globalization Social media Sustainability Digitization Government Stakeholders Media Attention Investment NGOs Clients Talent Empowerment
HOW TO MANAGE REPUTATION ?
The right approach: reputation management Analysis : What is the identity? What is the right communication-mix? Branding : What is the promise? Actions : Activities that fulfill the promise Result : Measure progress Dialogue : Engage stakeholders 1 2 3 5 4
Facilitate dialogue among stakeholders
This requires leadership, strategy and creativity !
Customers, clients, citizens Business NGOs Build the “ Company Promise” Engage stakeholders in every stage of the corporate branding process
Analysis: What is the right mix?
The reputation strategy will positively influence all aspects of marketing: sharpen its focus, unify stakeholders and optimize available resources
Reputation builds on the mix a company offers: Performance Perceptions Reputation
Branding: What is the promise?
The brand is the promise of that value…
Building an authentic, credible, recognizable and relevant identity for all its stakeholders
“ Define the most potent benefits, messages, designs and product strengths that will resonate with key audiences” Create Develop Demonstrate VALUE
Actions: Brand to fulfill the promise “ Communicate your assets and create an image of the future of the city…” “ Run Communications like in a political campaign” Actions must be coherent with the Brand; Investment, planning, economic plans, promotions, events, advertising, etc… Organizing communications ‘ Communication Calendar’ ‘ Themed Message Map’ Reputation drivers Branding and positioning Issues Themes Message & Proof Develop calendar Plan actions
Vision and leadership
Clear vision for its future
Supports good causes
Positive influence on society
Open and transparent
Fair in the way it does business
Rewards employees fairly
Offers equal opportunities
First to market
Adapts quickly to change
Value for money
Meets customer needs
Better results than expected
Strong growth prospects
Benefits of reputation management
Provides strategic focus based on competitive and comparative advantages
Fosters a cooperative and unified approach to all aspects of management
Provides benchmarks and a decision making framework to build a strong and consistent identity
Provides a clear vision of a company
Adds value in stakeholder’s mind
Reflects well on stakeholder’s associated with the company
Increases the ability to attract, recruit and retain talented people