This document discusses how to increase positive reputation through consistent branding and quality customer service. It recommends portraying your company as one focused on quality by incorporating terms like "quality" into your corporate identity, logo, and marketing materials. Treating customers with respect and following through on promises helps build loyal customers. Maintaining a consistent identity across all business materials over time helps customers recognize and positively associate with your brand. Constantly working to improve your company's image in the market prevents reputation from declining.