Why do we need to assess the business reputation of a company?

Evaluation of the company's business reputation is guaranteed to increase its status both among competitors and among various investors, customers and partners.

It's believed that assessment of the company's business reputation required only by serious, large and actively developing organizations and enterprises, but this is not the case. This set of measures allows you to get a lot of advantages and an ordinary company that does not seek to capture the market or dominate in its field of production of goods or services. Evaluation of business reputation provides ample opportunities even for small firms, allowing you to get a quality result in almost 100% of cases.

And in order to properly operate this interesting tool (meaning the assessment itself), you need to know and understand the rules by which it all works now.

A qualified assessment of the company's reputation is always important

For any company, its qualified assessment of business reputation is very important, since this is what allows you to achieve an impressive result where all other methods have become invalid and have not led to the desired. These are the following benefits:

• Assessment of the company's business reputation is guaranteed to raise its status both among competitors and among various investors, clients and partners. After all, it is much more reliable to work with a company that confirms its qualifications and real experience in the market than it is not clear with whom;
• Evaluation of the real experience and reputation of the organization allows the company itself to understand what it should work on in the first place, and what improvements and upgrades can be postponed until better times. For managers, this is a wonderful tool for improving their offspring;
• Valuation also provides an excellent opportunity to stand on a par with more worthy competitors, making the company a more attractive target for new and potential customers. If you go through this process of obtaining an assessment periodically, the result can be impressive.

Thus, the assessment of the company's business reputation directly proportionally affects how its business will develop and go in the future. After all, even if the company does not plan a major development, increasing its quality level and confirmation of this fact is a very serious bid for victory.

You can order an assessment of business reputation from a special, accredited agency or a certification company that conducts the necessary research promptly, efficiently and in a timely manner. the highest degree professionally.

Source - Rusregister.ru

What is more important: image or reputation? What costs more: building a reputation or building an image? More expensive in financial terms or psychological? What's worse than losing? We will try to answer these questions.

Components of the image of a business person

Image is what a person gives out to the outside world, what each of us wants to emphasize in ourselves, to demonstrate to others.

The modern beauty and fashion industry pays great attention to the concept of image, the appearance of a person, and in the field of business relations this becomes vital, because the image of a businessman sets the task of creating an image of a successful, energetic, modern, fashionable, self-confident person. Such an image allows a business person to declare himself brightly and openly, to say a lot of important things about himself without saying a word.

Right? A successful businessman and one of the world's leading professional lecturers, Brian Tracy remarks: There is no point in hoping that others will appreciate you for your character and personality without paying attention to how you look.

The concept of image includes: appearance, manner of behavior and speech, psychological portrait.

Appearance

An expensive, slightly conservative wardrobe is the basis of the image. Clothing should not only be expensive, but fit perfectly. You need to find your manufacturer, whose clothing patterns are suitable for height, figure and posture. A good personal tailor is ideal in some cases.

The unity of style, the correspondence of its specific situation is also important. The ability to combine colors and textures of materials is welcome.

The image can be mobile, dynamic, create the impression of negligence. Showiness can be created by small details, but they should not look far-fetched, heavy, forced-artificial. Casual style elements will be appropriate in the style of a modern business person: scarves, sleeveless jackets and shirts of interesting colors, boots and shoes of exclusive models can create the necessary charm and chic.

An impeccable fragrance that matches the overall look. Perfumes of a prestigious series, slightly noticeable, unobtrusive, but well recognizable aroma will decorate not only a woman, but also a business man.

Subtle make-up, natural shades for business women is simply necessary, as well as well-groomed skin, a neat hairstyle for the image of a business man.

Elegant: watches, cufflinks for men, brooches for women, hats, belts, bags and gloves... All these seemingly trifles will work for the right image, give sophistication and elegance to the look of a business person.

Technique: phones, smartphones, tablets, personal computers of modern modifications are the attributes of modern business world. Possession of gadgets and devices will speak not so much about the ability to afford expensive equipment, but about good awareness, inclusion in a modern active and rapidly changing world.

business man demeanor

The image is also created due to the peculiarities of behavior: seriousness, respect for colleagues, punctuality, good manners.

Good manners usually include:

• open smile, friendly look,
• facial expressions, posture gestures demonstrating acceptance of a partner, respect, open recognition of his merits,
• following the protocol: greetings, respectful statements, answers and questions, the ability to listen to the interlocutor, relevant jokes, subtle compliments,
• the ability to agree, but also the ability to say a firm no.

In other words, good manners are the ability to create a friendly, lively, relaxed atmosphere around you. At the same time, the listed skills must be coordinated with the requirement to tell the truth, not to distort the facts, and with the unconditional requirement to control oneself.

Such qualities must be demonstrated both with colleagues, partners, and ordinary employees, service personnel, as well as with strangers and very close friends. Good manners should create a well-mannered, polite, pleasant person in personal communication.

Real talent is a combination of this image with business acumen, professional skills of a businessman, tough rhythm and conditions of modern business.

Immersion in luxury life - visiting expensive private clubs, traveling to exotic countries, owning exclusive things - undoubtedly adds charm and chic, is associated with a completely legitimate right to wealth. Belonging to a bohemian environment, excesses, the ability to use well-known brands, expensive goods is designed to demonstrate wealth, success, elitism. This also forms the image of a person who knows how to enjoy life and get pleasure from it.

Psychological picture

Separately, it should be noted the manifestation of certain character traits of a business person. Sympathy, trust and respect for others forms an image of humanity, humanity, and this will contribute to the feedback of trust and respect from others.

Demonstration high intelligence will strengthen confidence in the business qualities of a businessman. It would be nice to develop a high emotional intelligence to the IQ potential, i.e. the ability to feel your own emotional sphere, as well as the people around you and, of course, manage it, control your own and other people's emotions. Skills will be useful for a modern business person psychological impact, this is not necessarily manipulating people, but feeling associates and colleagues, understanding their psychological motives and inner motives.

If at the same time you do not make excessive demands and do not experience excessive expectations from others, then the attitude towards colleagues, associates and friends will also contribute to a confident position of respect and acceptance.

Correct and rich speech is also part of the image. Possession of voice and intonation, the ability to change the pace and volume of speech, as well as the manner of pronouncing words and sounds cleanly, with clear articulation, seem like a trifle only at first glance. Good diction, together with the ability to convey thoughts succinctly and briefly, ironically, but without malice, will create an image of a confident, calm and open person. Possession of the norms of the Russian language and, together, knowledge of other languages ​​is a definite bonus, signaling the high level intelligence and education of a business person.

Image exhibits the best personal and business characteristics. All these little things and details are signs and signals about a person's personality. If this is his mask, only external attributes, then it will be impossible to do without them. Business reputation no longer deceive anyone.

Reputation of a business person

Personal and business reputation can be distinguished, but in our case we are talking about business reputation. An ordinary person can do without a reputation. In this case, they do not talk about it at all, or you can say that it is none.

At the beginning of the 20th century and earlier, it was perceived as a stigma, as an extra burden that did not allow the individual to feel free and independent of the opinion of society. But it was about personal reputation in a society that has a huge number of taboos and prohibitions, conventions and patriarchal traditions.

Marcel Proust on the reputation of a man of the world: In order to form a correct judgment of a person, it is often enough to turn inside out the reputation created for him in the world

How to distinguish image from reputation? Why distinguish and compare them?

First. Reputation is directly related to public opinion. This is something that a person creates quite intentionally and consciously, like an image, but a reputation is formed in the minds and on the lips of other people. Whatever external image a business person creates, reputation is formed through the opinion of other people. This is what other people think of the person.

Second. Reputation is directly related to the concept of professionalism and professional trust. Colleagues, colleagues, associates, friends, opponents and competitors - all together form the reputation of a professional based on ideas about business qualities, about the degree of trust or distrust in the word of a business person, about his ability to accept complex decisions and be responsible for them.

Third. Reputation, unlike image, is associated with real bonuses, preferences and privileges. A good reputation contributes to career growth, expansion of the circle of business partners, and the formation of a strong circle of business ties. An excellent reputation is the key to a long-term and successful career, future growth, and even possible changes in fate and career.

How reputation is formed

AT modern world reputation should not harm a business person, create prohibitions or taboos. On the contrary, a wise and far-sighted businessman nurtures, creates, shapes and strengthens his reputation, since throughout his career it will be his faithful assistant, protector, help, "straw", but not an obstacle.

Reputation is earned authority, recognition of high professionalism, stable results, and the effectiveness of established techniques. The reputation of a business person cannot be just good or bad: for a professional, this is not enough. In order to create a reputation, you need to answer the question: in what, in what business does a specialist need to create a reputation, what is more interesting, more important, more promising for him to do in his field, what does he do best.

The reputation of an excellent performer is good for a secretary, but small for a top manager. A great leader needs a reputation for making tough choices or tough decisions. For example, it is beneficial for a top sales manager to have a reputation as an excellent negotiator, debater, or salesperson. HR manager - a reputation as a great recruiter or, conversely, a tough leader who can fire an unreliable or useless employee.

Or other options: the reputation of the designer, the nuances are important - he is creative or responsible. What he can offer the management: high variability in the study of topics design solutions, sparkling humor and the talent of the original artist, or the willingness to complete work on time, strict adherence to the wishes of the client, manager.

Another component: the reputation must always be maintained at a high level, the bar must not be lowered. Only constancy is the key to a good reputation. You can make mistakes, more on that below (if you made a mistake once and not seriously, then the credit of trust is high and the reputation will remain at a decent level), but stability, self-confidence even after a fall and a mistake - required attribute reliable reputation.

Reputations are not afraid of pitfalls, for example, in a company office a person can be a bad conversationalist, uncommunicative and closed person, but an excellent performer, in this case, most often he can be calm about his position and place in this company.

Recruiters note that the characteristics of a person's personal qualities are not as important as reputation, and even poor characteristics will contribute to the right image if his reputation as a specialist turns out to be impeccable.

How to create, improve a reputation and even restore a lost one

Reputation can be corrected, improved, changed. Purposeful, everyday and hard work. Desire, love for the chosen business will allow you to grow and strengthen your reputation.

You can improve your reputation if you take her as your allies:

1. find the business in which you want to succeed (and feel your talents),
2. daily demonstrate stability, constancy, a given level,
3. find associates among colleagues and colleagues, it is their help in forming an opinion about you that will be key at the first stage,
4. but! do not use intrigues, dishonest play, double standards,
5. be honest with yourself and your accomplishments,
6. demonstrate their achievements, unobtrusive self-presentation is required,
7. the ability to admit mistakes, take responsibility for them and work to correct them.

It is possible to restore the reputation, the main thing is to decide whether there is a need for this. First, to understand how corrupted it is, whether you are exaggerating the scale of the disaster. This is not about personal reputation, but business reputation, when trust in your professional competencies has suffered.

It is important! Lawrence Peter: An ounce of reputation is worth a pound of work

Let's say you made a mistake, made one or more mistakes, lost funds, or aggravated yourself or the company's financial situation. If you had a good reputation, then the credit of trust will be significantly high, and there is no need to talk about a damaged reputation. In this case, your reputation becomes a parachute, a trampoline, a "straw" that softens the fall, and there is no need to worry much. You may be criticized or even dissatisfied with partners, colleagues, business competitors or management, but it is enough to admit mistakes, analyze their cause, identify possible consequences, eliminate them, remaining within the framework of the profession and your professional skills. In the future, it is enough to continue to demonstrate stability, professionalism and psychological adequacy - this is enough for the reputation of a specialist to remain good.

It's hard to disagree... Bertrand Russell: He who really has authority is not afraid to admit his mistake

If not just a professional, but a personal reputation has suffered: a mistake was made intentionally, for example, to harm colleagues or a manager, then in this case it is worth deciding whether you can consider yourself a professional in the future and whether it makes sense and need to correct your reputation. If you are ready to answer yes, then act in the same vein: admit the mistake, take responsibility for it, understand its consequences, take up their elimination. In this case, the process will be delayed, it will be necessary to restore not only professional reputation, but also personal. According to experts, it may take several months or even years to restore a reputation, but it can be accelerated if you demonstrate growth and stability in various areas: personal communication, business qualities, skills related to direct activity.

This will be facilitated by:

• activity, passion for work,
• confidence and self-esteem, self-irony and healthy criticism,
• search for allies, as well as justice in relation to business partners, colleagues, employees,
• control over their actions, words, actions.

In a word, if you maintain your reputation, it will support you.

The concept of personal branding

For what is described above, there is the concept of personal branding. In this case, this is already intentional, demonstrative, aimed at a certain contingent of employers or business partners, work on oneself and one's reputation: by analogy with a company brand, one can create a professional name for oneself, a brand in the labor market. But this will be possible when there is a clear idea of ​​oneself and one's capabilities, high professional skills and a willingness to improve them, claim exclusivity and high results. The task of branding is to increase the comfort of life, which implies higher incomes and the ability to choose a place, working conditions and activities.

Video about personal branding with Valery Bo:

In contact with

Among the reasons for the bankruptcy of organizations, a significant place is occupied by the business reputation of the organization. It plays an important role in ensuring the sustainable functioning and development of the organization and is a kind of indicator of the quality of management.

Business reputation- this is an indicator of the attitude towards the organization on the part of the staff and the external environment, an indicator of trust, readiness for cooperation, acceptability of its strategy, understanding of the goals, style and intentions of its activities. In the science of management, the factors of forming business reputation, managing the processes of its change in accordance with the needs of the development of the organization, and its influence on the quality of management have not yet been sufficiently studied and systematized.

Knowledge of the factors of formation of business reputation determines the assessment of the stability of the company, allows you to fix the moment of occurrence of economic danger (bankruptcy, hostile takeover of the company, etc.).

The category "business reputation" is often considered as a synonym for such terms that are close in meaning and meaning, such as "brand", "image", "image of the company", "famousness". But each of these terms one-sidedly characterizes the business reputation and is often used only for the emotional assessment of the organization. For example, a brand is a set of stable connections between a company's trademark or its products and a consumer, which are created through advertising, corporate identity and (or) service; image - an external image that has an informing or corrective character, etc.

Business reputation- this is a holistic view of the company as a subject of a certain type of activity, which consists of the perception and evaluation of the results and consequences of this activity by various interested parties (stakeholders) and contact groups (Fig. 7.4).

The main components of business reputation (Fig. 7.5) can cause various reactions in the external environment associated with their acceptance or denial. This is due to the fact that different contact groups consider various factors affecting reputation. So, for investors, the openness and transparency of the company, the dynamics of its development, the level of corporate governance, the possibility of ensuring the required norm

Rice. 7.4.

Rice. 7.5. The content of the concept of "business reputation"

return on investment. From the point of view of consumers, an informative criterion for evaluating reputation is the quality of products, their price, availability and pricing strategy companies. For lenders, a company's goodwill lies in its credit history; for employees - in the system of work with personnel, motivation of activities in management processes; for the state - in the level of social responsibility, the completeness of tax payments, etc.

A quantitative measure of a company's value (goodwill) is a valuation of a set of assets, which can only be determined as a result of the sale of the entire set of assets as an integral property complex in the form of the difference between the company's market price and the book value of its assets (RAS 14/2007 criterion) .

Goodwill has the following properties:

• - its existence directly depends on the presence of the organization of any advantage that provides it with profits that exceed the industry average;
• – the goodwill owned by the business is inseparable from it;
• – the properties of the elements that form the goodwill do not make it possible to clearly identify its boundaries;
• – the amount of goodwill is taken into account only in the transaction purchase and sale companies.

Types of business reputation can be systematized as follows (Fig. 7.6).

Goodwill as an element of goodwill and a market indicator financial position companies can be positive or negative. A positive goodwill value means that the financial analyst (or the market) believes that the value of the company is greater than its value. equity(net assets), negative (bad will) - that the value of the company is lower than the total value of the assets and liabilities of this company. Zero reputation is usually characteristic of companies that have just entered the market and have not had time to form an opinion about themselves.

The reason for the occurrence of negative goodwill may be an overestimation of the value of assets, an underestimation of the value of liabilities, expected losses from the company's work in the future, etc. A negative value of goodwill may be the result of

Rice. 7.6.

depreciation of securities when market price shares of the company falls below their book value. Any successful company must have positive goodwill, otherwise it may become the object of a takeover with the aim of selling off its assets in parts. Negative goodwill means that the total market valuation assets exceeds the price at which the market evaluates the company.

A positive business reputation becomes an important tool for strengthening the company's position, as it allows it to have certain competitive advantages in the markets of labor, capital, resources, securities, and thereby generate additional income. A positive reputation not only facilitates the company's access to various resources (credit, material, financial, etc.), but also provides reliable protection of the company's interests in the external environment, affects the validity of decision-making in the field of management.

Intangible assets are acquired or created results of intellectual activity and other objects of intellectual property (or exclusive rights to them) used in the production of products (performance of work, provision of services) or for the management needs of the company, with a period of use of more than one year.

The business reputation of the company in certain conditions can be considered as the result of intellectual activity and as a means of individualizing the company as a legal entity.

A distinctive feature of goodwill is that it does not exist outside of a connection with a specific legal entity. It cannot be alienated, accounted for or disposed of separately from the company.

Despite the fact that business reputation is an inalienable property, its cost indicator is largely conditional. It cannot be an independent object of the transaction, it cannot be transferred or sold, like, for example, a brand. Therefore, business reputation becomes an object of accounting only during the sale, merger or acquisition of companies as property complexes.

Financial stability is the ability of a company to function effectively in a market environment, which is achieved with the help of interdependent multifactorial components that provide an extended process of reproduction on a scientific and technical basis. Interaction of all components financial stability supported various sources financial resources, a sufficient volume of which will allow timely provision of expanded reproduction on an innovative basis and thereby will contribute to increasing financial stability and, consequently, strengthening the business reputation of the company.

Goodwill is an indicator of a hostile takeover of a company. This is determined by the fact that goodwill is an important and exclusively market category, which has a number of distinctive features. These include the following.

• 1. Goodwill is one of the most revealing criteria for assessing the performance of a company, taking into account external and internal factors.
• 2. The calculation of the value of goodwill in market prices is characterized by volatility, i.e. its value varies depending on price fluctuations, exchange rates, inflation and other macroeconomic indicators. However, the most significant change in the assessment of goodwill is made by market expectations in relation to a particular company.
• 3. Goodwill is inextricably linked to a particular entity, i.e. it cannot be loaned or sold as a trademark. Goodwill has value only in the context of a particular company, i.e. in unity with all constituent parts– property, capital, management, etc.

Financial analysts actively use goodwill in the system of criteria for assessing the investment attractiveness of OJSCs and securities. In this direction, only positive values goodwill estimates (Figure 7.7).

Rice. 7.7.

Thus, the problem of assessing the business reputation and financial stability of companies has a complex and ambiguous interpretation in economic theory and practical implementation. To increase the objectivity of such an assessment, it is necessary to combine the stages of implementation analytical work fundamental analysis (business activity, solvency, company strategy in the markets, etc.) and technical analysis of the company's position in the securities market (share price dynamics, dividend policy, risk assessment, profitability of financial instruments).

There is also a need to verify and compare estimates of goodwill and financial stability. This requires the unification of calculated indicators, bringing various companies to a limited number of typological groups, for which limit or normative values ​​of analytical indicators can be introduced and justified.

Goodwill valuation can be used as an independent and effective criterion financial stability organizations. The use of such an assessment is due to the need to calculate the capitalization of the company, its economic value added. Negative values ​​of goodwill can be used as a criterion for the emergence of a potential danger to the existence of the company as an independent legal entity (bankruptcy, hostile takeovers).

It is necessary to improve the management of goodwill and take into account the impact of the reorganization of companies on the change in goodwill and the maintenance of the goodwill of the company.

• Order of the Ministry of Finance of Russia dated December 27, 2007 No. 153n "On approval of the accounting regulation "Accounting for intangible assets" (PBU 14/2007)".

The business reputation of an organization is its intangible asset, which can help the business or, on the contrary, harm it. In fact, it is a set of opinions about the organization of stakeholders - investors, consumers, analysts, employees, creditors, etc.

It is possible to characterize this concept in another way. Suppose a client plans to acquire a popular brand, but will have to pay for it several times more than all the company's assets are worth. This difference between the final amount and the value of assets is the business reputation of the company.

A positive business reputation affects the profitability of the organization, its ability to withstand crises and competition, maintain relationships with customers and partners. The negative business reputation of an enterprise deprives the business of these preferences and significantly reduces its sale price. That is why both large firms and small organizations come to realize the need and manage it.

A range of services in this field of activity is provided by employees of the digital agency ARTOX media. Deep knowledge, understanding of all the nuances of the issue, the ability to easily navigate innovative solutions, well-coordinated teamwork allow us to guarantee the success of ongoing campaigns.

Reputation, business reputation, image, goodwill: what is what?

These concepts are closely related to each other, although they should not be identified.

Reputation is a vision of the company through the eyes of ordinary users.

Business reputation of the organization- this is her "good name", which is supported by experience and rational arguments. A synonym for the concept in foreign practice is the term goodwill (goodwill). Business reputation can be calculated: it is equal to the product of the total value of the company's assets by the ratio of its profitability and the average profitability for the industry minus the total value of assets. These calculations allow you to determine the adequate price of the business when it is sold.

Image is the image of the organization that has developed in the minds of consumers. This definition is quite subjective, since people have different information about the company, and their history of relationship with the company is also different. The concept of "image" exists in the plane of "like - dislike", it does not affect the deep social and economic characteristics organizations. Being integral part business reputation, the image performs an important function: a favorable image of the company is able to attract new customers and partners, and a positive business reputation will make them stay and convince them of the reliability of the organization.

What influences the formation of business reputation?

When assessing business reputation, dry formulas are not enough - the following factors must be taken into account:

• Degree of responsibility of the company. Open communication with customers and partners, timely provision of up-to-date information about a product or service, etc. helps to get out of crisis situations. We help customers cope with warranty issues and reputational attacks by competitors, update existing information about the brand, and resolve conflicts in the legal field.
• Ethical behavior. Often, employees of the company unknowingly harm it by posting videos on YouTube or photos on Instagram. It is important to periodically monitor publicly available information on the network and promptly respond to situations that threaten the positive reputation of the brand.
• financial security, law-abiding. A company that abandons shadow schemes for managing and distributing profits is less subject to outside pressure. Quite often such brands become "victims" of reputational attacks from competitors. Reputation management specialists identify negativity, identify extremist consumers on various platforms and respond by exposing negative opinion leaders and connecting loyal users or official representatives.
• Innovation. In order to expand the range and develop new industries, companies need to acquaint the consumer with the goods and services that have appeared. In order to promote a new product, we use various PR activities - we write and publish articles on authoritative sources and in the media, create posts, groups and communities in in social networks, we place video content, etc. We promote this material among the target audience, we involve it in a constructive discussion.

Components of a reputation

To effectively correct and , it is necessary to influence its external and internal components.

External elements include:

• Company image, attributes that position it in the market.
• Service Level the quality of the services provided. This category also includes the level of qualifications and skills of employees, their attitude towards the organization, which is publicly voiced.
• Company position in the information environment. "Open", public firms inspire confidence in customers and avoid situations where unsubstantiated or fictitious information gets into the media. Bring the brand information field in line with business goals specific organization ARTOX media specialists will help.

Internal aspects- this is everything that the company discovers and regulates within itself, namely:

• Corporate culture and politics. Need to support corporate image online: for example, maintain pages on social networks and cover events important to your company, etc.
• Personnel policy . Job Descriptions for employees of the company, the rules of personal and business correspondence and other documents regulating the activities of the staff, allow you to strengthen the protection of the business reputation of your brand. For key positions, a non-disclosure agreement is signed to prove the seriousness of their reputation.
• Company social responsibility. Brand communication with the consumer is a prerequisite for successful business development, and today the Internet is full of platforms for such communication. It is important to promptly respond to conflict situations related to the level of service, product quality, etc. For a “big” brand, this can be an ordinary emergency situation, but for a “small” person it will turn into a serious problem.

How and from what to protect the business reputation of the enterprise?

Creating a "good name" of the company and maintaining its status is associated with the need to increase the competitiveness of the company and attract investment. Such work requires a lot of time and effort, and only one negative review of business reputation, which will receive due publicity on the network, can negate its results.

Threats can be expected from two directions:

• Employees, customers, company investors, etc. Sometimes, when sharing their opinion about the service, working conditions, etc., people do not even suspect that they are providing competitors with information about the state of affairs in their organization and revealing its secrets;
• "Black" PR, sabotage is negative information about your company, which is published deliberately. Such publications can compromise the brand, belittle its importance in the eyes of customers and partners.

Such negative “infusions” are carried out with the help of thematic and news articles, reviews, blog posts and social networks, etc.

The work of ARTOX media specialists is to quickly detect a crisis situation and set the necessary vector for it - to level it. Conducting regular, even negativity can be competently and effectively managed.

ARTOX media: reliable protection business reputation of your company!

The client, turning to the services of certain organizations, finding a job or taking the position of an applicant for workplace, you need to remember about your own business reputation. Business reputation of the client- this is an intangible benefit that correlates with an individual, a client, which can promise him the receipt of already tangible assets. Therefore, in order to conduct a successful labor activity, as well as to receive a number of services, the client must have a high business reputation.

The concept of the client's business reputation and its difference from personal reputation

A client can be a carrier of both business and personal, personal reputation. At the same time, in some cases, personal reputation can play a more significant role. But when conducting business relations, as a rule, mainly the coefficient of business reputation is taken into account. The business reputation of a client implies a set of assessments, expectations, ideas and opinions about a person that have been formed in society. The positiveness of these assessments depends on many factors that are closely related to business and labor activity. It is customary to refer to such factors, first of all, his business qualities and capabilities, business competence, experience and length of service, labor efficiency, productivity. Also, when building a business reputation, indicators of business honesty, the absence of abuse of official opportunities, stability in work, etc. are important. Business reputation of the client formed from the moment of the beginning of his labor activity.

At the same time, the client’s business reputation may also have a negative coefficient if the person was noticed in unscrupulous business dealings, fraud, lack of responsibility, diligence, stability in work, etc. In this case, distrust may arise about the client as a business partner or performer.

However, it is important to distinguish, especially for the business world, between the categories of business reputation and personal reputation. Personal reputation correlates more with moral and ethical ideas, principles, positions and moral laws that have been formed among the public masses. The personal reputation of the client, with positive assessments, can characterize him as an honest, virtuous, responsible, law-abiding and highly moral person. The business reputation of the client, as opposed to personal, is based more on objective characteristics.

However, in a number of cases, when a client applies to certain organizations, for example, banks for obtaining a loan or installments, as well as for employment, business reputation can be supported by a positive personal image, which is formed by acceptable and approved inner qualities person.

In what cases is the business reputation of the client important?

The client is the actual person who applies for certain services, while the reputation parameter may affect the refusal or agreement to provide them. The business reputation of the client is especially important when contacting banking services. First of all, this concerns the issuance of loans. At the same time, bank employees evaluate several parameters at once, correlated with reputation, which will indicate the possibility of subsequent loan repayments. These parameters include:

• Clear credit history of the client;
• The absence of outstanding loans, debts in other banks, its solvency, the availability of a source of income that could repay the loan.
• A good business reputation of the client can also protect the client from suspicions of financial fraud, clashes with the law, which in general will lead to the issuance of a loan by the bank.

This is just one particular example, when the client's business reputation is the basis for increasing his tangible assets. However, it is also not uncommon for a client to apply for installments to firms and companies if he wants to make a significant purchase of goods or products. In general, the business reputation of individuals determines the possibility of promising employment, obtaining a prestigious position, career, trust from the authorities, which ultimately leads to an increase in the status of a person and his financial well-being.

How to improve the business reputation of a client?

The business reputation of a client is not a stable category, so it can either increase its coefficient or decrease it. There are methods that allow you to improve the business reputation of clients, but its increase will be a planned and rather lengthy process, primarily related to work and its financial solvency.

The client must be in good standing with the organization in which he commits labor activity. That is, a person should not be implicated in financial dishonesty, fraud, laziness, irresponsibility and unfulfillment. Such a good name in your own company will serve as a guarantee of stable solvency, for example, when taking a loan, which will be taken into account in banks.

The client's business reputation is also enhanced by expanding his business ties that would facilitate the receipt of a service or product on certain loyal or special conditions that would make it possible to receive some exclusive services that are not available to persons without guarantors.

Business reputation of a citizen

Business reputation of a citizen is a kind of indicator of trust and respect for a particular business entity on the part of partners and customers, which is regulated both by its actions and internal and external factors that are only partially or completely uncontrollable. Modern psychologists sales, as well as leaders of companies involved in reputation, focus on the fact that this new branch of science and society is developing so rapidly that new methods of prompt response to fluctuations in the reputation factor are available only to leading companies, of which there are few.

What determines the business reputation of a citizen?

Speaking about the reputation and image of a particular person in a particular area, it is important to note all those internal and external variables that in one way or another affect reputation. Analysts use precisely variable factors in order to create a certain pattern of behavior of the target audience and check how specifically the attitude of the audience to an object or subject will change depending on the approach.

It is worth initially noting and highlighting the fact that the business reputation of a citizen is a concept so complex and ambiguous that many confuse the theory of reputation of the last century with modern technologies definition, analysis, protection and improvement of reputation. For example, according to many sites on the Internet, business reputation is a factor that depends only on professional qualifications. The same opinion is shared by many people who are not familiar with the concept of relationship psychology and industrial group psychology. In order to confirm their wrongness, you can simply strain your memory, and 99% of readers will come up with at least 1-2 people who do quality work in a certain area, but still do not drive foreign cars and are not particularly recognizable in the world as specialists. The thing is that, as in any area in which people are involved, attitudes and reputations are divided into objective factors that are tangible from the point of view of the specialist himself, and subjective factors, which are often dictated by the subconscious of groups and are in no way tied to the real business activity person.

The objective factors that affect such indicators as the business reputation of a citizen are, indeed, his industrial qualifications, even expressed in the light of how much money he is able to make for superiors and partners per unit of time. This takes into account costs, expenses, as well as personal aspects. The most “profitable” specialist for the company will always have a good reputation, in contrast to the less eccentric, but average workaholic in terms of productivity. In addition to this, there is already a subjective factor in the education of a specialist, his work experience, as well as real references to the results of his work and public opinion.

The business reputation of a citizen, determined by the last indicator, is, as the reviews of the people themselves, analyzing their reputation, an extremely difficult area for independent conclusions. Marketing and image-making gurus even focus on the fact that it’s not worth researching and defending your reputation in “home” conditions, it’s important to turn to specialists in time, since the obvious arguments made by a specialist in a field that is far from PR are insignificant and not very real , which can lead to a misunderstanding of at least oneself, and as a maximum - the reasons for one's attitude towards oneself, be it positive or vice versa.

The business reputation of a citizen is one of the freedoms that is protected by the laws of many countries, even the CIS countries. However, the CIS is clearly distinguished by the “green” stage of development even of legislation, which directly determines business reputation and the degree of its change. Such aspects are justified by the fact that in the CIS it is not so much important as with the manufacturer good reviews, much more important is his ability to defend his opinion and prove the quality of products, backing it up with a low and affordable price.

Mistake of many business people is an approach to the concept of business reputation of a citizen, as something that is easy to control and can be changed independently, without resorting to psychologists and analysts. As a rule, such companies go below zero very quickly, losing their assets due to surges in attitudes towards the company.