Company reputation and public image are two aspects that leaders often underestimate. While sales, client acquisition, and advertising are commonly prioritized, a company's long-term success relies on more than just immediate marketing activities. A strong reputation and positive image build trust, help retain loyal customers, and attract new clients and partners. The line between marketing and sales is tough to see —often, salespeople act as marketers without even realizing it. Sales and marketing are part of the same process, centered around building client trust and awareness.
Article by Mari-Liis Vaher
Reputation as a Long-Term Investment 📈
A company's reputation is like an invisible asset that gains value over time. A positive reputation doesn't develop overnight, but once established, it helps a business weather crisis, attract new talent, and earn partners' trust.
When we consider marketing as the act of relationship building, which allows customers to know you, engage with you, and trust you, we see that sales teams are involved in this process daily. For example, when a salesperson makes a first-time call to a potential client, it's a step toward building awareness—essentially, it's marketing, not just sales.
Public Image and Market Visibility 🔍
Public image is how a company is perceived by clients, employees, partners, and the general public. Often, marketing is mistakenly viewed as just advertising and social media campaigns, but in reality, it's much broader.
The visibility a company creates through its activities is part of its reputation-building process, helping to build trust and position the business in front of the right people at the right time. Once awareness is achieved and trust is established, these individuals can become ambassadors for your company, recommending you to others.
The Leader's Role in Reputation Building: Your Power and Responsibility 🗣️
Leaders play a significant role in shaping a company's reputation and image. They are responsible for setting the tone of the company culture, values, and behavior in the marketplace. The line between sales and marketing is often blurred. If sales begin when a relationship turns into a transaction, it's clear that marketing guides much of the journey—building awareness and trust. When leaders understand the need for synergy between marketing and sales, the company's operations become more focused and efficient.
How Reputation Impacts Business Success: The Motivation for Excellence 🌟
A positive reputation helps a company stand out from competitors and build long-lasting relationships with clients—something competitors can't easily replicate. Reputation-building is a long-term effort beyond direct marketing activities, encompassing the entire company culture, values, and behavior in the marketplace.
Companies that strengthen customer trust develop loyal customers and can grow their sales with fewer resources. Additionally, a strong reputation helps a company navigate crises more effectively and enables growth even in changing economic conditions.
Marketing as a Permanent Part of the Customer Journey 🤝
When marketing is perceived as the foundation of the customer journey, the importance of reputation and image becomes more apparent. Successful marketing lays the groundwork for relationships even after the sale is completed. People who don't immediately become customers may still act as ambassadors for your business, spreading positive messages and recommendations.
The same principle applies to sales—salespeople often engage with clients and maintain relationships without closing a deal right away. This makes it clear that marketing and sales go hand-in-hand, and marketing should be seen as a continuous process that extends beyond the initial sale, nurturing relationships and building trust over time.
Consistent Reputation Building Over Time 👣
Reputation and image cannot be built through one-off campaigns; they are part of a continuous process that requires consistency and careful planning. Leaders need to understand that successful marketing and a strong reputation require the same strategic approach as sales. Together, these two areas can provide additional value to clients and help the company achieve sustainable growth.
Practical Steps for Improving Reputation:
Be Visible and Consistent: Both the leader's and the company's presence in the market must be strategically planned. Consistency and clear, well-thought-out communication are crucial.
Invest in Relationships: Just like in sales, building and maintaining relationships is equally important in marketing and reputation-building. Consistent and reliable actions lay the foundation for a strong reputation.
Sales and Marketing Collaboration: Both sales and marketing must work toward the same goal—building trust and helping clients solve their problems. The alignment of these two functions ensures more effective and productive work.
Leaders must realize that company reputation and public image are not just the responsibility of the marketing department but an integral part of the company's overall strategy. A strong reputation and trustworthy image create long-lasting relationships and contribute to sustainable growth. Therefore, every leader should invest in actively shaping the company's reputation and work closely with the marketing and sales teams to ensure consistency and effectiveness throughout the entire customer journey.
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