Reputation Comes Before Brand

What exactly do we mean by reputation? And how does it differ from brand?

This is how I would begin:

Reputation is the gateway to consideration – of purchase, investment, recommendation or employment. A positive reputation opens the door to consideration; a negative reputation can slam it shut.

Brand refers to the identity and connotation of a product, company or person. Brand is essential to consideration but it has no power to drive action without reputational “permission.”

Advertising pioneer David Ogilvy made this simple and brilliant distinction:

�����������������������������������������������������������������������Brand is the promise that an organization or product makes. Reputation is whether it lives up to that promise.�������

Great communication is essential to reputation.