Frequently Asked Questions

It's a school of thought originating with Charles Fombrum, physicist and founder of The Reputation Institute. It says that rather than simply manage reputation reactively, organisations benefit when they define and build their reputation proactively by design.

Reputation strategy is the process of understanding how to increase your brand's value (actual and perceived) to its important stakeholders. Each reputation strategy we create is based on stakeholder insights, competitive analysis, market research and 30+ years of experience. Research links reputation building (not just reputation management) directly to financial return. See Why Reputation for more.

We've made it our mission to help business owners identify and communicate the true value of their organisation and services, and increase their standing in their market. But a higher reputation is not the end goal. The end goal is to help your organisation grow. Along the journey, our clients have expanded into new geographies, gained valuable clients, retained valuable people, increased revenues, and reduced brand reputation risk.

Research shows that an organisation's reputation generates action, positive or negative, from stakeholders. Reputation is created by brand signals, customer experience, organsational culture, leadership, and governance. Reputation and brand are interlinked concepts with distinct differences. Brand primarily focuses on the relevance and differentiation of products and services among customers. Reputation primarily focuses on the credibility and legitimacy of your business among all stakeholders, including customers. Your brand image and identity must support your desired reputation.

Service-based businesses see the most direct benefit from reputation strategy, as most of their value is intangible. We've worked across most sectors, with companies from $5M to $500M in revenues.

We particularly enjoy working directly with CEOs and owners of private organisations that are open to challenging the way things have 'always been done'.

Yes. Although we've spent 14 years creating a process that works across industries, our reputation programs are completely tailored to your business and industry. Your reputation is your unique competitive advantage. There is no 'one-size-fits-all' strategy.

Yes. Most of our interactions are by video call and we work across time zones. For clients based in Australia, we welcome the chance to meet your team in person when possible.

Every business is different, so we can't guarantee specific outcomes. What we do guarantee is a proven process designed to minimise risk and maximise clarity.

Midway through our programs, you’ll receive an interim report. If you’re not satisfied with the progress or potential value at that point, you can request additional interviews or analysis, at no extra cost, to strengthen the process.

Our methodology has consistently delivered results because it’s grounded in stakeholder insights and practical strategy. And when we partner with you through a full Proactive Reputation Building journey, we’re confident enough in our impact to share the risk.

Getting started is easy.

1. Contact us today

2. Request and accept our written proposal.

3. Onboarding. You'll receive an information pack containing:

• The information we'll need from you
• A communication you can share with your team that explains the what and why
• Next steps and what to expect

Look forward to starting your reputation journey. It's an exciting process for your organisation and team!