The definition of brand I’ve offered readers of this blog is this:
So how is this different from your company’s reputation? It’s difficult to discern because in some cases, reputation is an acceptable, and sometimes recommended substitution for the word brand. In fact, it’s often easier for employees to grasp and come together around supporting and protecting the reputation of a company (rather than supporting a brand.)
People understand the concept of reputation, and striving to have a good reputation.
This is how I think of it: a brand depends on consistency to create a shared perception among the constituency. A reputation can be swayed by a single experience or incident. Managing a reputation often depends on managing expectations.
Think of it this way — if you’re planning to have dinner at McDonald’s, you have low expectations. The reputation of that meal is confirmed through experience. The brand perception is reached when dinner at ANY McDonald’s provides the same experience. It’s tricky; they’re closely related, but there is a difference.
Do you agree?