As PR practitioners, we work with companies and leaders who are looking to shape their reputation and build trust with their audiences. It’s a process that involves balancing who they are with how they’re perceived. The truth is, how we see ourselves is not always how others see us.
I was reminded of this during a recent exercise as part of the Escalator leadership accelerator run by the fabulous Agri-Women’s Development Trust. It was a chance to really dig into my values, strengths, and communication style. But it also raised the question: Does my identity match my reputation? I’ll admit it took some courage to explore the answer to that!
Identity vs. Reputation: What’s the Difference?
While identity and reputation might sound similar, they’re not the same. Your identity is your internal view - your values, your brand essence, and what you believe you bring to the table.
Your reputation, however, is shaped by how others perceive you. It’s influenced by their experiences, interactions, and what they’ve heard through the grapevine (social media, word of mouth, media stories, etc.).
When there’s a gap between your identity and reputation, it can create a credibility gap - and that’s where things get tricky. A strong reputation isn’t built overnight. It’s an ongoing effort, shaped by the messages you convey, the way you respond to criticism, and the consistency of your actions.
The Risks of a Reputation-Identity Disconnect
Whether you’re a brand or an individual, a misalignment between your identity and reputation can have serious consequences:
Loss of Trust: People notice when there’s a mismatch between what you say and what you do. If you present yourself as a company that values transparency, but people hear conflicting messages or see behaviour that suggests otherwise, trust starts to erode. And rebuilding it is hard.
Damaged Relationships: Let’s say your company prides itself on being customer-focused, but your customer service reviews say otherwise. That disconnect can lead to strained relationships, higher churn rates, and negative word of mouth.
Missed Opportunities: A misaligned reputation can limit your potential. If the market doesn’t see you as innovative or reliable - despite your best efforts to portray that identity - you could be missing out on partnerships, investment, or new business.
Internal Confusion: A brand with an unclear reputation can also create confusion for employees. If the way you present yourself to the public is different from the reality your team experiences, it can lead to low morale, lack of engagement, and high turnover.
Aligning Your Identity and Reputation
So, how do you ensure your reputation is in sync with who you truly are? Here are a few steps to help you get there:
Start With a Reputation Audit: Take a deep dive into how people perceive your brand or leadership. Are there consistent themes in your online reviews, social media comments, or media coverage? Is there a gap between your public messaging and what people actually say about you?
Get Real Feedback: Ask your team, clients, and peers for honest, constructive feedback. This can be confronting, but tools like 360-degree reviews can provide insights from all angles. But tread with caution! Listen carefully to what they have to say and be open to hearing things you may not like.
Stay Consistent: If there’s a gap, take action. Ensure your communications, whether it’s social media posts, internal messaging, or media interactions, are consistent with your values. Consistency builds credibility and helps close the identity-reputation gap.
Be Authentic: Don’t try to force a reputation that doesn’t align with your true values. Authenticity resonates, and people are quick to spot (and dismiss) something that feels disingenuous. It’s better to have a smaller, genuine reputation than a grandiose one built on false promises.
Adapt When Needed: This doesn’t mean compromising your identity - it means evolving how you project it. If feedback reveals that your messaging is falling flat or coming across differently than intended, be willing to refine it.
Building a reputation that genuinely reflects your identity isn’t a one-off project - it’s a continuous journey. Just like a good PR strategy, it requires listening, refining, and adjusting based on how people respond.
So, take a moment to reflect: Does your reputation reflect who you want to be known as?
Kate Webber is a Senior Account Manager for HMC.
