Reputation cannot be bought, imposed, and definitely cannot be improvised. It is an asset built over time, reflecting the perception that others have of a company, a leader, or a brand. In a common definition, reputation is the reality for others. In other words, we may believe that we are doing the right thing, but what matters is how this translates to those on the other side.
If so, then how can we transform genuine recognition into a virtuous circle that strengthens the brand in the long term and generates a valuable reputation?
Building value requires attitude, which translates into meaningful relationships established with trust, transparency and a real understanding of the interests of the parties involved. Customers, suppliers, employees and communities do not just want good intentions, but genuine commitment. Companies that truly build value create environments where people grow, innovate and learn, where each employee not only develops professional skills, but becomes a more aware and influential citizen in their community.
“Companies are cells of the society we want to build and agents of transformation. Each one has the opportunity – and the responsibility – to contribute to this construction of value.”
And here is an essential point: a company's reputation is inseparable from the impact it generates on its surroundings. Being attentive to the communities around the company, understanding their needs and contributing to their development is a fundamental pillar for a business that wants to remain relevant in the long term. The same goes for topics such as ESG and diversity: these are not accessory issues, they are structural. They are choices that define who we want to be and how we want to be perceived.
Ultimately, reputation is a reflection of the coherence between purpose and action. And that means facing real management dilemmas about, for example, how to balance the pressure for short-term results without compromising long-term values; how to truly ensure the company's culture; and how to make difficult decisions while respecting the essence of our beliefs.
Companies are cells of the society we want to build and agents of transformation. Each one has the opportunity – and the responsibility – to contribute to this construction of value.
Because reputation is not inherited, improvised or negotiated. It is built. In the long term. With truth, consistency and purpose.
Sergio Ribas is the CEO of Irani Paper and Packaging SA and of the Habitasul Group
The signed articles reflect the opinion of the authors
