In an internet-led world where consistency is essential and everything that is recorded there is of a permanent nature, Germain claims that many business owners are simply forgetting that social networking sites are places where reputation and credibility is established, maintained and developed, and are not just a place to ‘hang out with friends’.

“Many business owners take a relaxed and whimsical approach to how they network on places like Facebook, which can be quite detrimental to them. Others join business networks and then remain ‘invisible’ to the membership, ignoring the opportunity to enhance their reputation and find advocates for their service,” says Germain, MD of Dynamic Transitions and Vice President of the BlackStar Life Members Community on Ecademy.

In her recent article ‘How to have the right reputation for your business’, which is currently the most liked article on Ecademy, (and originally published in Better Business), Germain reveals that brand perception and delivery is becoming all important for the survival of the business. Although small business owners often have a habit of believing that this isn’t an issue for them, not realising that it can determine whether their business stands out from the crowd and whether they will secure business from the competition. She explains that when businesses have chosen to pursue a pull marketing strategy (especially on a social network) they need to ‘pass through’ a number of stages to ensure that they are building the right reputation to gain advocacy.

“People increasingly buy from those that they know, like and trust, especially where the purchase is service rather than product related. Being credible and having a good reputational (personal) brand is essential, enabling the buyer’s decision-making process to choose you over another business each and every time. Your business strategy needs to incorporate your personal brand, and how you intend to leverage it. Remembering that with pull marketing, people will buy from those that they trust, it is therefore important to create a brand that is trustworthy, and consistent no matter where it is encountered,” says Germain.

Whilst the current economic climate shows no signs of improving in the short term, Germain believes that the increased competition for reduced customer spend has meant that establishing and promoting your competitive advantage has never been so crucial.

“A good, strong and credible reputation is the one thing which can provide you with the superior and sustainable leverage you need to survive the credit crunch, whilst others around you fall by the wayside, and it will not cost you a penny,” says Germain.

Judith Germain is managing director and principal mentor of Dynamic Transitions.; a leadership company specialising in working with Troublesome Talent ® and improving business performance within organisations. You can download their free article ‘How to have the right reputation for your business’ at www.developing-leadership.com/whitepapers.html For more information visit www.developing-leadership.com or email jude@dynamic-transitions.co.uk

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