The importance of personal and corporate reputation as an asset to protect the image and leverage results gained prominence in South Summit Brazil, innovation event held in Porto Alegre. In a world where the image of people and organizations can be affected by a malicious statement or any slip-up on social media, communication and transparency are imperative to gain the public's trust, the panel discussed Image, positioning and reputation: pillars of success from startup to unicorn with Anik Suzuki, founder and CEO of ANK Reputation, Fabiano Machado da Rosa, CEO of PMR Advocacia, lawyer specializing in compliance, ESG and anti-discrimination, and mediator Manoel Soares, journalist and entrepreneur.
According to Anik, when we understand that our own reputation does not belong to us, that we have no control over it, that our reputation is how others see us, we realize how challenging this issue can be. What is within the reach of people and companies is to control the signals that are emitted at all times, in communication and relationships, as they are capable of influencing opinions and shaping reputations, said the executive.
Trust, communication and attribute selection
To contribute in a practical way, Anik brought two tips for building reputation. He warned that, despite the huge crisis of trust that we are currently experiencing, people still trust people, as long as they know their history, their values – and how decisions are made – and their motives, in the sense of their intention. To do this, it is necessary to communicate. “It is no longer acceptable not to communicate, not to position yourself, not to differentiate yourself clearly about your personal journey, values, and motives,” he reinforced.
Anik's second tip is to choose a few attributes to form a personal or brand positioning. With fewer attributes, he said, the process gains speed.
“When we are clear about what our brand will be based on with two or three attributes, we can go deeper with work on consistency, constancy and redundancy,” he explained. “Depending on the phase of the company, speed wins the game.”
Ethical asset
Lawyer Fabiano Machado da Rosa noted that, before the exponential growth of social media, it was much easier to drive narratives and protect brands and reputations.
“We all have a camera in our hands, which destroys the prepared press release with the truth,” he highlighted about the risks of the dissemination of technology.
He stated that, more than ever, reputation is an ethical asset. And he stated that it is necessary to be intentional and communicate clearly.
“Reputation is essential because it will compare what you express, sell, promise and deliver or promise and do not deliver,” reinforced Machado.
Journalist Manoel Soares highlighted the importance of knowing yourself and constantly monitoring your own image.
“Your reputation needs to be consistent and coherent with who you are and the brand you want to build,” said Manoel.
The journalist stressed the importance of not giving in to short-term temptations, making difficult decisions, often involving financial gains and losses, and always thinking about the future. “Saying no today can guarantee something better and bigger later on.”
