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The reputation is yours 🫵

The reputation is yours 🫵

Why should you care after all?

Manuella Borges
October 06, 2024

_{Dear Reputation Builder,}

In this journey called life, we are constantly crafting our legacy—through our actions, our words, and our interactions with the world.

But have you ever stopped to think about what others see when they look at you?
That’s your reputation—the story that others tell about you.

While companies spend billions to build and protect their reputations, many individuals often overlook the value of their own. According to Weber Shandwick, 63% of a company’s market value is tied to its reputation. If a damaged reputation can cost companies billions, imagine the personal impact on your career, relationships, or networking opportunities. Your reputation could be the deciding factor in getting that promotion or securing new clients. After all, companies are made by us, right? 😅

Today, I invite you to join me for the first of many editions of this insight series. We’ll dive deep into understanding what reputation truly means, where it comes from, and why it matters so much in our personal and professional lives.

In this space, monthly, I'll share thoughts, analyses, real cases, interviews, tips, and much more to help you achieve your best version and improve your (and ours) perceptions of others' lenses.

So, prepare your cup of coffee or tea and come with me.
From now on, let’s explore this together.
Enjoy! 😉

Here is a little brief of what you are about to find today:

What is reputation?
Reputation is the collective perception others have of you, shaped by your actions, words, and interactions. It influences your opportunities and social standing.
Historical significance
What does the old times have to teach us? Throughout history, reputation has been crucial—whether it was the honor-driven heroes of Ancient Greece or Cleopatra’s strategic diplomacy. Reputation has always been a vital form of social currency.
Modern impact
In today’s world, reputation remains a critical asset in both personal and professional realms. A strong reputation fosters trust and opens doors, while a damaged one can hinder your progress. Managing your online reputation is increasingly important.
Reflection
Your reputation is not just what others think; it’s also about how you align your actions with your values. It’s essential to be mindful of how your behavior reflects on your personal and professional image.
Actionable Tips
Focus on improving your reputation by enhancing your personal and professional image and aligning your actions with your core values.

Before you get started, let me share…

A quick story from my own experience with reputation.

Early in my career, I had the privilege of working for one of the biggest companies in the world. In 2010, I observed a considerable entrepreneur who inherited his father’s legacy and used his sharp ideas to catapult his country into the global spotlight. The man was brilliant—amassing a fortune, leading massive business ventures, and enjoying the acclaim of significant publications. On paper, he was unstoppable.

But as his wealth and power grew, so did his arrogance. His unfiltered Twitter posts, filled with reckless promises, overshadowed his accomplishments. The market, which once revered him, began to turn. Despite the mounting red flags, his power seemed untouchable—until it wasn’t. The inevitable happened: he failed, spectacularly.

This experience taught me invaluable lessons about the delicate balance between perception and reality. I learned how crucial humility is, especially for leaders who are the face of a brand. My bosses realized too late that their attempts to reign in the entrepreneur’s ego and recover the company’s reputation were futile.

Tactics and methodology exist for a reason—they are there to guide and protect. Ego can blind even the most brilliant minds, leading to costly mistakes. We must pay attention, stay grounded, and understand that reputation management is not just a strategy; it’s a necessity.

1. The heart of your legacy: what is reputation?

Imagine the scenes…

Situation 1

Two people comment about a familiar person.

"Oh, Mary is so outstanding. She is efficient and delivers on her job. She is a great pal, wife, and mom. How does she manage everything?"

Situation 2

Two people commented about a third one over a job opportunity.

"Hmm, I don't know if he is your better choice. I've already had a close job experience with John. He used to work in a colleague team and didn't seem to integrate much with others, which reflected in the results."

Who hasn't seen situations like that before? These are simple examples of how reputation can impact your life positively or negatively. What others express about you, aka opinion, is very important for your personal or professional achievements.

Reputation, in essence, is the collective perception or estimation of an individual, organization, or entity by others. It results from consistent behavior, communication, and actions that others observe. Your reputation is what others believe and say about you, shaped by your past actions, achievements, and how you are perceived in various aspects of life—whether personal, professional, or social.

That's why it is vital to your PROMISE if you are a brand or are concerned about your brand. Your reputation reflects these commitments, which others will remember and judge you by.

But what people realize about others is not new…

2. The evolution of reputation from ancient honor to modern influence

The concept of reputation has deep historical roots, stretching back to ancient civilizations. In many early societies, reputation was closely tied to one's honor and social standing within the community. For example:

Ancient Greece: the Greeks placed immense value on "kleos" (glory or fame) and "timē" (honor or worth), which were closely associated with one's reputation. Heroes in Greek mythology, such as Achilles, were driven by the desire to maintain a strong reputation through brave accomplishments and honorable actions.
Feudal Europe: during the Middle Ages, reputation was critical in the feudal system, where a person's word and honor were predominant. Reputation could determine one’s social standing, marriage prospects, and alliances. Knights and nobles often went to great lengths to protect their reputations, which were tied to notions of chivalry, loyalty, and bravery.
Confucian China: in Confucian philosophy, reputation was linked to the concepts of "mianzi" (face) and "ren" (virtue). Maintaining a good reputation was seen as a reflection of one's moral integrity and respectability in the community.

One of the most famous and glorious reputations of all time is Cleopatra, known for her power of influence and diplomacy.

Cleopatra, remembered as one of history’s most influential leaders and strategic diplomats, is renowned for her perspicacious, charismatic rule. Her ability to form crucial alliances with powerful Roman leaders like Julius Caesar and Mark Antony was instrumental in maintaining Egypt’s independence during Roman expansion.

While her romantic relations often overshadowed her diplomatic achievements, her strategic alliances truly defined her legacy.

G. Dagli Orti /© NPL - DeA Picture Library / Bridgeman Images

Throughout history, reputation has served as a social currency, influencing an individual’s or entity’s ability to build relationships, form alliances, and secure opportunities. It has always been a key determinant of success and social capital.

Just as reputation shaped empires and individuals in history, it continues to do so today.

Got this from someone else? Don't be shy 😎

3. Building bridges or burning them: the impact of reputation in today’s world

Reputation remains a critical asset in today’s world, impacting both personal and professional realities.

Personal reputation, the foundation of trust
Reputation is the foundation of trust and credibility in relationships—whether with family, friends or within your community. A strong reputation fosters deep connections, while a damaged one can create barriers. People (and businesses) with positive reputations are more likely to be trusted by those around them.

📌 Takeaway: whether in social circles or intimate relationships, reputation builds trust over time and can make or break relationships.

Professional reputation, your career's secret asset
Your reputation in the workplace can be your greatest asset or your most significant liability. It influences career advancement, networking opportunities, and your ability to lead and inspire others.

Example: think of Mary, who is consistently praised for her efficiency, or John, whose inability to collaborate led to missed opportunities.

💡 Extra
Crisis Management or, as I prefer, Crisis Prevention: in times of crisis, a strong reputation can act as a buffer, giving individuals or companies more time to recover from setbacks. Crisis prevention is always better than reactive crisis management, but when things go wrong, having a solid reputation can soften the blow.

Let's make it tangible with corporate cases?

🚀 What Tesla, Apple and Herman Miller have in common?
If you think secondhand initiatives are new, wait to see those sustainability tactics turned into cases to be studied.

These companies didn’t just implement sustainability initiatives—they strategically used these efforts to repair or enhance their reputations, showing that business decisions can make or break public perception.

But what’s behind these business moves, and how have they reshaped their reputations?

🌱 Tesla: overcoming quality control concerns (case since 2015)

Challenge: faced growing criticism over vehicle build quality and high prices.
Solution: launched its Certified Pre-Owned (CPO) program, offering rigorous inspections and warranties.
Impact: this initiative made Tesla vehicles more accessible and rebuilt consumer trust while aligning with Tesla’s commitment to sustainability.

📱 Apple: tackling e-waste through refurbished products (case since early 2000's)

Challenge: faced backlash for its contribution to e-waste.
Solution: create a Certified Refurbished program that offers like-new devices at a discount, promoting sustainability.
Impact: Apple’s initiative attracted eco-conscious customers, strengthening its reputation as a tech leader in sustainability.

🪑 Herman Miller: a legacy of sustainability (couldn't find a date, but there are so many years)

Challenge: the company recognized the environmental impact of its high-quality office furniture production.
Solution: they launched a resale and refurbishment program, restoring used office furniture for resale, reducing waste, and promoting a circular model.
Impact: this initiative solidified Herman Miller’s identity as a leader in sustainable business practices. By offering eco-friendly solutions, they appealed to clients who prioritize sustainability, enhancing the company's reputation in a market that increasingly values environmental responsibility.

💡 How did these 3 initiatives boost the company's reputation?

Each of these companies faced reputational risks—quality concerns, environmental impact, and rising public expectations. Their decisions weren’t just operational but reputational strategies designed to shift public perception in their favor. These examples demonstrate that proactive reputation management isn’t just about damage control—it’s about aligning business decisions with core values to build long-term trust and brand loyalty.

📌 Takeaways

1. Act early: these companies didn’t wait for a reputational crisis to escalate. They addressed issues head-on, showing the importance of timely action.

2. Proactive vs. reactive: proactive strategies like Apple’s build long-term trust, while reactive ones, like Tesla’s response to quality concerns, can restore faith if handled well.

3. Align with values: each company’s reputation strategy reflected its core values—sustainability for Tesla and Apple, expertise for Herman Miller—making their moves feel authentic and impactful.

Living your truth. My reflections on reputation
Companies define themselves by their vision, mission, and values, but do you? Your actions shape your personal reputation, just like a company’s actions shape its brand.
Reputation isn’t just what others think—it’s about living in alignment with your core values. 💭 Remember: reputation is what others know about you. Honor is what you know about yourself.

❝

Reputation is what other people know about you. Honor is what you know about yourself.

Lois McMaster Bujold, American writer

4. The dual nature of reputation

Reputation is both a valuable asset and a fragile one. It can take years to build and only moments to damage or lose. Managing and maintaining a positive reputation has become even more challenging and essential in the internet and social media age, where information spreads rapidly.

Online reputation: with the rise of digital platforms, an individual’s or organization’s reputation can be shaped by online reviews, social media posts, and search engine results. Managing online reputation has become crucial, as it often serves as the first impression for many.

Reputation vs. reality: it’s important to note that reputation isn’t always an accurate reflection of reality. It is based on perception, which misinformation, biases, or isolated incidents can influence. Therefore, actively managing one’s reputation involves maintaining integrity and consistency and addressing misconceptions and false narratives. Remember my own experience at the beginning of this edition?

Now… Your turn! 🫡

#1 Make a checklist yourself with…

👉️ 3 ways to enhance your reputation this month

👉️ 2 steps to strengthen your professional image

👉️ 1 goal for reflecting on and aligning your actions with your values.

#2 How do you perceive your reputation, and what would you like to improve?

What’s one thing you’ll do this month to enhance your reputation?
Think about an action that aligns with your core values—whether it’s delivering on a promise, engaging more meaningfully with your network, or refining your online presence. Let’s share and learn from each other!

Hit reply and tell me what steps you’ll take to strengthen your reputation. I’ll highlight some examples (anonymously) in the next edition.

Your journey matters, and we’re all in this together \o/

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Keep in mind!

In this edition, you had a better understanding about:

1- What Reputation is such as not only others' perception about you but also how you honestly deal with your values

2- Its relevance throughout different societies and how reputation is one of the most ancient tactics to promote brands for good or for evil and has no importance loss over time

3- The way to apply in both personal and professional lives, which are impacted by your decisions, even more today when life is not offline anymore

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