Shaping corporate reputation of your business.

“A good reputation for yourself and your company is an invaluable asset not
reflected in the balance sheets” says Li Ka Shing -one of the most influential
businessmen in Asia. Having a good reputation is crucial to getting customers
to pursue, trust, and engage with your business.
As Image consultant for individuals as well as businesses, I come across some
common questions.
What is the difference between branding and image?
People are confused between corporate identity and corporate reputation or corporate image. Corporate Identity is broadly divided in two parts: visual and non-visual aspects. Visual aspects of corporate identity are reflected from branding and advertising such as company logo or emblem, consistent color combination in packaging and audio-visual aids, ad films, common look of offices/factories and etc.
Corporate Reputation is broadly seen as non-visual aspect and it is reflection of
corporate personality. Internally, it inspires confidence that attracts new talent; motivates and retains employees. For outer world, corporate reputation creates loyal customers and happy stakeholders. What role does leadership play in corporate reputation?
Leadership stands for charismatic examples of the company’s work culture and
vision and therefore vital aspect of corporate image- for example: Ratan Tata. Personality of Leadership: Image of Leaders is defined by trust they create through their character and communication. Character is who we are and what we value; communication is how we share our thoughts and values, engage and learn from others and reach out to help others and trust is direct result of character and communication.
Leadership is itself art and science of influencing team members leading them to success level. Successful leaders maintain their own image inside and outside the organisation.
How can leaders influence?

Following are few influencing tactics for leaders

1. Team will love to follow what you do and not what you say.
2. Team members will be influenced if you clearly express that you
   understand their current situation before putting forth your point.
3. It is easy to convince team members with facts, data and experiences.
4. Your team will go the extra mile for you if you share goodwill and
   personal regard. You need to build strong relationships within and
   across teams. Not just as tactic but this practice helped leaders during
   pandemic
5. Clear and direct communication about actions and consequences
   influences team to comply smoothly.
6. Supportive behaviour like listening for concerns, helping team to make
   decisions and giving feedback.
   What about employee behaviour & communication style?
   Employees are brand ambassadors of the organisation. Their presence has
   direct connection with corporate reputation in public. They may be in the role
   of receptionist or an office manager who greet the guests, they may be
   recruiters interacting with job seekers waiting in line for interviews and of
   course they can be in the role of sales and customer service- how they behave,
   dress up and communicate, comes under scanner.
   Following checklist will help you map the status:
    Are your employees always well dressed & well behaved?
    Do the employees follow the right etiquette required for their respective
   job profiles?
    Is the client communication strategy evaluated and upgraded
   periodically?
    Does behaviour and communication of employees reflect your
   organisational values?
   Organisations must ensure that their employees are well groomed, well
   trained to present themselves and represent company in professional manner.
   What are other factors?
   The other factors are work culture, purpose & integrity of business.

Work culture is a collection of attitudes, beliefs and behaviours that make up
the regular atmosphere in a work environment. 
Symptoms of Ideal Work Culture include:

1. Employees have sense of commitment towards the organisation.
2. Employees are motivated and proactive
3. Performance of team doesn’t get affected easily.
4. Attrition is under control
5. There is one common big picture or vision in front of all teams.

What about the new normal work culture ?
Generally, workplace culture does not change very much or so rapidly. Rather it adjusts slowly, over a long period of time. But pandemic has changed the work culture equations fast all around the world. People usually find meaning in their daily rituals of getting ready to leave home, commuting, grabbing their cup of coffee, exchanging greetings across cubicles and brainstorming ideas sitting around long tables.  We all used to believe that face to face interactions create better rapport and trust but we soon adapted new methods of business and social meetings. The organizations are now more concerned about mental & physical well being of their employees, than before. The purpose & integrity of company From year 1900 to 1920, businesses were production oriented; post that period till 1950- they were sales oriented then till 1980 they were marketing oriented where businesses found need of branding and after that the businesses have entered into new era of human and social concern (Ref: Leslie Dawson’s chart).
The companies are more concerned about customer satisfaction and customers’ specific needs. Social media has proved to be an asset to reputation management in analyzing and improving the customer experience. Not just customer but general public notices the efforts taken by bigger organizations on social responsibility and community building. It creates great impact of corporate reputation.