This article was first published on Pulse

In our organizations, we can approach reputation management from, at least, 2 perspectives: that of a regenerative capability – a permanently updated systemic resource which generates competitive advantage through exploiting our firm’s core competencies – and that of an independent set of practices which causes profit through advertising and marketing in general.

This article’s main challenge is to determine whether organizational notoriety is strategically valuable to the entire business or functionally supporting marketing practices measurement. In terms of profit, is it dynamic or is it static? In terms of operations, is it more performant if viewed as a somewhat autonomous system or a retailing procedure? We’re basically probing the holonomic aspect (the ability to be part and integer at the same time) of reputational management in relation to our bottom line. We’re asking which one would bring more income – investing in our own identity or in our brand?

• Part I

So, let’s just imagine you’re climbing up a snowed mountain. Rare air; you’re taking deep, long breaths; breath in, hold it, breath out. Though you got used to the temperature by now, you still shiver with each inhalation and then cautiously let it out. You are tired. But the jovial sun, the daring atmosphere and the intriguing question of where you are, sets you up for the needed energy boost. With a heavy conscience for most probably being late and a self-critique over your own actions (the ones that made you be late), you’re heading to The FORT – a Reputational Management Retreat. When you spot another figure into his gigantic, pure nothingness, you optimistically realize that being tardy had apparently brought this Yoda-like figure into the picture to guide you along the last part of the journey. Obviously, it’s just the two of us on a color based discriminatory mountain, so you find it natural to start a conversation with the peaceful man seriously staring at you:

YOU: Good day! I’m heading for The FORT.

HIM: I know. You are lost and I am your guide.

***

You start following the somewhat old but probably wise guy.

***

HIM: You should assess your perspective on today’s performance.

***

You go silent, for you’re a bit ashamed of not being on time – which “never” happens to you. After some time.

***

HIM: Why did you come to this retreat?

YOU: Because I wanted to get a new perspective and to learn how to juggle with it. I need to be more present, up my game and somehow distinguish myself in my market share.

HIM: What’s wrong with your ‘old’ view?

YOU: Well… That is exactly it – it is old.

HIM: Have you considered a Time Management course, as well, though?

***

You smile!

***

Aspect no. 1 – Why do we need to choose how we approach Reputational Management?

Because it’s all about perspective! Our angle becomes our reality. Mindset is, most of the times, what makes us or breaks us. Even at the corporate level, our strategic approach is crucial upon getting the most out of our resources and capabilities, which, in turn, brings the competitive advantage we so long for. If everybody would see the same aspects or access and own the same capitals, there would be no more competition.

This is what happens on the stock market. It regulates itself through its prices. This automatic system is the consequence of everyone there having the same financial data and of the entire market being so transparent that information doesn’t create power anymore. Well, unless we speculate, in which case possible information leakage still doesn’t ensure a sustainable competitive advantage to go with.

So, in industrial markets, HOW we make use of our resources is the basis for profitability. But, airplane view, what is this business performance we keep talking about? What makes us, companies, effective and efficient? Today’s online environment values and quantifies clientele outreach more than any other performance indicator. Essentially, performance equals reputation. So, once more, do we invest in identity or brand?

• Part 2

Back on the mountain, you realize how much off track you were. Taking in consideration how sure you were of your route, it overwhelms you a bit. You’re wondering what else are you so sure of, but in deep mistake?! Maybe your strategy, you wonder?! Regardless, you keep on walking. You can only feel a soft breeze, hear your crunchy footsteps in the snow and glimpse at the most amazing sunset. You somehow start paying attention to this friendly and peaceful journey you’re taking. You’re surrounded by an intense, darkish, thick forest that doesn’t quite seem to have an end. But being guided makes it so much easier. Eventually, the dude breaks the muteness.

HIM: So, what do you think of your surroundings?

YOU: I cannot quite use the proper words, but, for sure, they have something to do with being blessed. He smiles.

HIM: When’s the last time you felt blessed regarding your company and your professional journey?

Aspect no. 2 – What do we chose between?

As stated earlier, the competitive advantage exists as a consequence to resources and capabilities. Further on, we build strategies in order to make the most out of the dominance we have in the market. We differentiate deeper and stronger. We make it about coming out with the best most productive version for our company.

On the other hand, reputation management focuses on influencing and controlling your brand such way that it reaches more and more customers, changing their purchasing behavior to a more intentional one. The trend nowadays is engaging the clients to that point to which they are permanently and widely connected to your brand.

• Part III

HIM: We’re almost there. How do you feel?

YOU: Confused.

HIM: Towards what preparation course you should be attending? Don’t worry. “What you are looking for, that is what you will find”.

YOU: Obviously…

Aspect no. 3 – How can Best in Test help in both cases to improve the bottom line?

By using Best in Test internally, you’ve got yourself a solid reference system which can help improve the operational environment and procedures to support human capital in becoming more efficient and effective. You can use the Best in Testtestimonials and reviews application to quickly and easily rate and analyze department activity, encourage a bit of an inter-sectorial competition or even assess management practices and direction.

From the external environment, Best in Test gathers precious information on how our customers perceive us and, at the same time, how we can increase their loyalty to our brand.

Now, in the context of your competitive strategy (customer centricity, product leadership or cost effectiveness), you only have to do the math and decide whether to invest in identity or brand. Sometimes, for a SME with a customer intimacy approach, strictly activating the reputation management basics can result in an expanding brand awareness and experience. In turn, this will both structurally and financially support progress. On the other hand, a multinational product leadership driven NGO would be interested in regenerating their core competency model and HR systems so that it would increase dynamics and improve the quality of offered experiences together with consolidating a strong identity among its stakeholders.

Best in Test is is a plug & play review, testimonial and survey tool for any kind of business. You can try it for free here! 

•  Part IV

HIM: This is it! It’s up to you, now. Have you decided?

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