Use every opportunity to build reputation capital

Your reputation isn't built during a crisis – it’s revealed during one. Just ask Telstra.

Brands that weather reputational storms most effectively have usually spent years building what I call reputation capital; the trust, credibility and goodwill that can act as shock absorbers when things go wrong. 

Don’t get me wrong, a great reputation won’t save you if something very serious goes down. But it certainly helps. 

How do you build reputation capital?

• Say it plain, even when it's uncomfortable.
  People don't expect perfection, but they do want honesty and clarity. When things go pear-shaped, explain what's happened, acknowledge the impact and be clear about what you're doing to fix it. Then make sure it stays fixed.

• Be relentlessly consistent.
  The quickest way to lose credibility is to say one thing and do another. Trust is built when your actions match your words.

• Treat everyone in your business as a reputation ambassador.
  Your brand isn't defined by your logo or latest marketing campaign. It's crafted through each interaction between your teams and your most important audiences, which might include customers, suppliers and the whole community.

Accruing reputation capital takes time, through everyday moments. Build a healthy supply, long before you need to draw on it. 

Smart leaders build reputation before they need to draw on it. Watch my latest video to find out how: https://youtu.be/Aee05RwTy7g