Why investing in corporate reputation is a must-do no matter what your business size

Reputation isn't just what others say about you when you're not in the room - it's what determines whether you get invited into the room at all. Within your business ecosystem, reputation acts as a force multiplier, either accelerating or inhibiting every relationship, opportunity, and transaction.

The reputation economy

In an age where trust is one of the main currencies, reputation shapes every business interaction. Companies with strong reputations command 20% price premiums, recover 40% faster from market challenges, and achieve 22% higher stakeholder engagement. These aren't just numbers – they're the tangible benefits of reputation capital. What is your reputation like? Do you know? Who have you asked? Do you know who are the key players in your ecosystem?

Beyond brand management

Traditional reputation management focused on public relations and brand image. But there is more….. Your reputation ripples through your entire network, influencing how partners engage, customers buy, suppliers collaborate, and if / how talent commits.

Consider a mid-sized technology firm whose reputation for innovation helped them secure partnerships with industry giants, despite their size. Their strong ecosystem reputation opened doors that marketing budgets couldn't buy.

The ecosystem effect

Reputation within your business ecosystem compounds like interest. Strong reputational capital:

• Accelerates deal closures

• Attracts premium partners

• Reduces transaction friction

• Builds stakeholder trust

• Creates opportunity flow

• Brings in top talent

So if it’s so important why do so few companies invest in it? In part it’s because its everyone’s responsibility and then it can become no-ones – something that people are aware of – that is managed tacitly and actually there is nothing proactive about it. A strategic approach to your corporate reputation, will impact your business in almost every area.

Building reputational capital

Reputation isn't just built through marketing – it's earned through consistent behaviour and value creation. Key elements include:

Strategic consistency: Align actions with promises across all stakeholder interactions.

Value creation: Consistently deliver meaningful value to ecosystem partners.

Proactive engagement: Shape the narrative through thought leadership and active ecosystem participation, lead the dialogue – even if you don’t feel you can take a side (if there is one), be out there consistently.

Trust building: Create transparency and demonstrate reliability in all dealings.

Measuring reputation ROI

While reputation might seem intangible, its impacts are measurable:

• Sales cycle length

• Partnership formation speed and number of partnerships

• Negotiation outcomes

• Stakeholder engagement levels and sentiment analysis

• NPV

• Other reputational criteria, client survey results, media monitoring

• Competitor benchmarking

• Crisis resilience

Tools such as stakeholder sentiment analysis, media monitoring, and competitor benchmarking are indispensable for identifying potential risks and capitalising on opportunities for reputation enhancement. 

All these factors can help paint a picture over time and so help get board buy in when looking for the resources to invest in reputational improvements.

So if you look at the opportunities that UK CEOs see, 52% of them see reputation and trust building as an area of focus, behind AI and ahead of talent acquisition / retention.*

According to Echo Research’s 2024 Reputation Dividend Report, reputation now accounts for approximately 30% of market value among listed companies on both sides of the Atlantic. This represents an important year-on-year increase, underscoring the growing reliance on reputation as a stabilising factor in uncertain times.  In the UK, top-tier firms such as Shell, AstraZeneca, BP, Diageo, and Unilever attribute over 50% of their market value to reputation. 

The cost of neglect

Neglecting ecosystem reputation carries hidden costs:

• Higher transaction costs

• Missed opportunities, you aren’t involved in industry discussions or initiatives

• Limited partner access

• Reduced strategic options, because your competitors have got there first

Less hidden may be reduced revenues – you can’t command a premium fee if you aren’t perceived as a premium supplier.. According to the Echo Research report, around 6% of FTSE companies saw a decline in market value in 2024 due to reputational damage, with a collective loss of £4.6 billion. 

Making it work

Building strong ecosystem reputation requires:

• Clear reputation strategy

• Stakeholder mapping and valuations

• Consistent delivery

• Active measurement

Looking forward

Your ecosystem reputation is one of your most valuable strategic assets. Investing in it isn't just smart – it's essential for sustainable success.

Remember: Your reputation isn't just about being known – it's about being known for adding something that is valued by your ecosystem and it’s about enabling competitive advantage which delivers improved outcomes. We are looking to help businesses achieve frictionless growth – can Symbioss help you to better understand your corporate reputation, to know your ecosystem, prioritise the important relationships and invest in them?

 Reputation isn't just what others say about you when you're not in the room, it's what determines whether you get invited into the room ...

Connect with Symbioss

Thank you for reading! At Symbioss, we transform external business relationships into powerful growth drivers through commercial expertise and strategic alignment producing frictionless growth.

Ready to unlock the full potential of your business relationships?

• Complete the contact us form for a consultation to discuss your specific interests

• Email me directly at liz@symbioss.co.uk with any questions

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Remember, stronger relationships create sustainable competitive advantage. Let's build yours together and begin your frictionless growth journey.

Liz Ashton

Founder & Director, Symbioss

This blog post is for informational purposes only and does not constitute legal advice.