What is corporate reputation?
Corporate reputation is the perception that customers, employees, investors and society have of an organisation. It reflects the trust generated by its ethical behaviour, the quality of its products or services, its social and environmental responsibility, and the transparency of its management. It is one of the most valuable assets of any organisation. A good corporate reputation drives competitiveness, attracts talent, builds customer loyalty and satisfaction, and reinforces long-term sustainability.
Good corporate reputation management improves brand image, drives sustainability and ensures long-term competitiveness.
Thus, corporate reputation is not only a factor in public image, but also a driver of economic growth, trust, sustainability and long-term continuity.
We enhance your corporate reputation
The process we follow to help you improve your corporate reputation is:
- Initial diagnosis. We help you analyse the current perception of customers, employees and other stakeholders.
- Define values and commitments. Establish ethical, social and environmental principles aligned with your strategy and business plan.
- Implementing best practices: integrating quality policies in accordance with ISO 9001 requirements, sustainability, CSR and regulatory compliance.
- Relying on norms and standards: obtaining certification with standards such as ISO 26001, IQNet SR10, EMAS, SGE 21 from Forética, Ecovadis or SMETA to lend credibility.
- Transparent communication: disseminate achievements and progress through GRI reports, websites, networks and the media.
- Crisis management: prepare clear protocols and contingency plans to respond quickly and responsibly.
- Measurement and continuous improvement: periodically evaluate reputation through surveys, indicators and external audits.
FAQs about corporate reputation
What rules or standards support reputation management?
Standards and norms strengthen corporate reputation by demonstrating responsible commitment. ISO 26001 provides guidance on social responsibility, IQNet SR10 certifies ethical and sustainable management, EMAS ensures environmental transparency, Ecovadis assesses sustainability in the supply chain, SMETA verifies labour and ethical practices, and SGE 21 Forética certifies ethical and socially responsible management systems, generating trust and credibility.
Certifications and reports are objective evidence that reinforce credibility by evaluating responsible management by an independent entity.
What are the benefits of corporate reputation?
The main benefits of corporate reputation:
- It builds trust and customer loyalty, increasing sales and brand loyalty.
- It attracts and retains talent, as professionals seek to work for companies with a good image and solid values.
- It opens up business opportunities and strategic alliances, thanks to the credibility it conveys.
- It provides a competitive advantage, differentiating the company from its competitors.
- It protects in crisis situations, strengthening corporate resilience.
- It improves access to financing and raises the company’s valuation among investors.
- It reinforces social and environmental commitment, promoting sustainability and corporate social responsibility.
How do you build a good business reputation?
Corporate reputation is built through transparency, consistency between what is said and what is done, social responsibility, service quality and innovation.
Lack of ethics, corruption scandals, poor service, non-compliance with regulations and poor crisis management are factors that negatively affect corporate reputation.
How can corporate reputation be measured?
Through monitoring indicators, satisfaction surveys, image audits, media analysis, perception studies and social media monitoring tools.
In the event of a reputational crisis, you must act in accordance with the contingency plan. This involves acting quickly, communicating transparently, taking responsibility, implementing corrective measures and reinforcing trust with stakeholders.
Why is it important to communicate corporate reputation?
Corporate reputation is built through transparency, consistency between what is said and what is done, social responsibility, service quality and innovation.
Lack of ethics, corruption scandals, poor service, non-compliance with regulations and poor crisis management are factors that negatively affect corporate reputation.
How do employees influence reputation communication?
They are natural ambassadors for the brand. Good internal communication strengthens their commitment and multiplies the positive impact on customers and society.
The messages to be communicated must be clear and consistent on ethical values, sustainability, innovation and social responsibility, always backed up by tangible and verifiable results.
What are the risks involved in communicating reputation?
Corporate reputation communication must be honest, consistent, transparent and two-way, aligned with actual actions. However, there are several risks that must be carefully managed:
- Inconsistency between discourse and practice. If the company communicates values, commitments or achievements that are not fulfilled in reality, mistrust is generated and can lead to accusations of “greenwashing” or “social washing”.
- Unfulfilled expectations. Promising more than you can deliver can damage the credibility and trust of customers, employees and investors.
- Lack of transparency. Hiding relevant information, especially on issues of sustainability, social responsibility or crises, can amplify reputational damage when it is discovered.
- Poorly managed crisis communication. A delayed, defensive or unclear response in crisis situations directly affects public perception.
- Internal misalignment. If employees and managers do not know or believe in the corporate message, communication loses strength and credibility.
- Overrepresentation of achievements. Exaggerating certifications, awards or results can backfire if stakeholders question them.
- Inappropriate use of digital channels. Unfortunate posts, lack of comment management or cyberattacks can seriously affect public image.
- Ignoring stakeholders. Not listening to customers, employees, suppliers or communities in communication can make the message seem one-sided or empty.