What people should associate with you.
WHAT TO ESTABLISH
What you want to be known for.
WHY SPECIFICITY MATTERS
Being known generally for nothing in particular is the default.
WHAT MAKES A REPUTATION DEFENSIBLE
It is true It is specific It is consistently demonstrated
WHY TRUTH FIRST
Claimed attributes that are not real are contradicted by experience.
WHAT TO IDENTIFY
What you actually do better than alternatives.
HOW
Ask customers why they chose you and why they stay.
WHAT TO DO WITH THAT
Make it the thing you consistently communicate.
WHAT CONSISTENCY REQUIRES
The same message across every channel and every person Over years
WHY YEARS
Reputation accumulates slowly and cannot be assembled quickly.
WHAT BUILDS IT
Doing what you said you would Handling problems well Being visible where your audience is Contributing something useful Being reachable
WHAT DAMAGES IT
Broken commitments Poor handling of complaints Silence during problems Claims that are not supported
WHY SILENCE DAMAGES
Absence of information is filled with speculation.
WHAT TO ESTABLISH
Who speaks for the business.
WHY
Inconsistent messages from different people undermine everything.
WHAT TO DOCUMENT
The key messages, so everyone uses the same ones.
WHAT TO REVIEW
Whether what people say about you matches what you intend.
