The business case for reputation
Going global
NORTH East companies are increasingly developing their own global brands and are thus enhancing the reputation of the region’s business community, according to one business leader.
James Ramsbotham, chief executive of the North East Chamber of Commerce, is backing the Reputation Matters campaign.
He said: "We in the North East an increasingly diversified, dynamic and exciting collection of businesses in many sectors who believe passionately in what we do and how we do it. As a result we are increasingly developing brands which have national and global reputations, with many examples highlighted in these pages.
"You can sense the commitment and passion. These businesses demonstrate an understanding of the importance of growing their reputations as a key tool for business success."
He said reputation was a "lagging indicator" – it says everything about how you have performed in the past as a signpost for how you may perform in the future. "In order to maintain the highest reputation, continual improvement is crucial," he added.
"Competition in business is good. It ensures that we continue to strive to improve, to innovate, to deliver the very best service, and to differentiate.
"Branding is central to much of this, but brand management is rarely done brilliantly. When it is done effectively it makes the statement that ‘anyone can do what we do, but no one can be who we are’.
"We have worked hard across the North East to establish ‘who we are’ and we must continue to grow our reputations in this regard. There are many excellent role models in and we shall continue to work hard and ensure that they continue to thrive, so enhancing people’s perceptions of the North East as a great place in which to do business. Their brands are our collective brand."
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