Our work with organisations has shown us time and again that there is a misunderstanding in relation to what defines Brand and Reputation.
While they may appear similar, they are in fact very distinct.
Your brand is your promise. You can determine what you would like it to stand for. You can easily buy a brand as it is a commodity.
Your reputation, by comparison, can’t be purchased. It lies in the eye of beholder and you have limited outright control over it. It is what others think of you.
The fundamental difference between the two is that brand can be managed via campaigns, while reputation can only be influenced by observed actions.
Then of course you have character, which who you truly are!
