In Uncertain Times, Your Reputation Is Your Strongest Asset
Businesses around the world are navigating a period of intense uncertainty. Global tariffs, rising geopolitical tensions and the looming threat of trade wars are reshaping the supply chain and retail environment. In this climate, confidence is fading fast, and the era of “permacrisis” is beginning to feel all too real.
With instability comes caution. Companies are slowing decision-making, trimming budgets and bracing for consumers to spend more carefully. But amid these shifts, there’s one thing brands cannot afford to cut back on: their reputation.
Why Reputation Matters More Than Ever
As tariffs and supply chain disruptions ripple through operations – causing delays, shortages, wage pressures and increased costs – the impact on customer relationships can be severe. The consequences? Negative headlines, loss of trust or even consumer boycotts.
A strong reputation acts as a buffer during tough times. It shapes how key audiences – customers, employees, investors and stakeholders – perceive and interact with your business. That perception can make or break loyalty, purchasing decisions and long-term success.
According to our Beyond Transactions report:
69% of people say a brand’s reputation influences their opinion of its products and services.
38% see reputation as the key factor in whether retailers choose to stock a product.
So how do brands improve their standing? Transparency is a good place to start. One in three consumers want businesses to be more open, and one in four say stronger sustainability efforts would boost their view of a brand.
Trust Is Built Through Relationships
Our conversations with industry leaders made one thing clear: relationships are at the heart of reputation – especially in the grocery sector. Trust isn’t just a buzzword. It’s a real, strategic asset.
That trust stems from aligning with values your audiences care about and staying true to them. Authenticity, not perfection, is what matters most.
Reputation Takes Time – but Pays Off in Crisis
Warren Buffett famously said, “It takes 20 years to build a reputation and five minutes to ruin it.” While there’s truth in that, there’s more nuance. A reputation built on genuine values and strong relationships can provide resilience.
Take KFC’s 2018 supply chain crisis. Instead of hiding the issue, the brand leaned in, communicating openly and honestly. The result? Short-term pain but no lasting reputational damage – because customers knew and trusted the brand’s values.
The Time to Invest in Reputation Is Now
In today’s volatile landscape, every connection matters. If you haven’t already, it’s time to step back and ask: What are we doing to build and protect our reputation?
Strong relationships, clear values and transparent communication aren’t just nice-to-haves, they’re survival tools. Brands that prioritise reputation will be the ones that endure – and thrive – no matter what storms lie ahead.
Don’t wait. Reputation isn’t a cost – it’s your insurance policy for the future.
By Tommy Gibbs, Head of Corporate Reputation, Cirkle
Ready to strengthen your brands reputation? Contact us today to get started!
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