Brand or Reputation?

A French friend just sent me a link to a large company’s internal social network.  A blog post on the network said that you need to distinguish between your brand and your reputation.

What is a brand if it doesn’t comprise your reputation?  A visual image, a tagline? Visual branding or key phrases will not sustain your brand over the long term unless it is associated with your reputation.

Your reputation needs to be established by 1) delivering value 2) being true to your brand values and image 3) developing win/win relationships in your brand ecosystem.  Focus on these fundamentals and your brand will have the reputation that you desire.


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