Reputational audit
About the service
Reputation is not only shaped by what a brand says about itself. It is influenced by interaction experiences, company actions, management behavior, communications, feedback, media, and the expectations of different audiences.
We examine how key stakeholders perceive a brand, what builds trust and positive attitudes, and what creates reputational barriers and risks. We identify the gap between desired and actual brand perception and develop a practical action plan to adjust it in line with business objectives.
If necessary, we can conduct research using the RepTrak methodology. This is an international methodology for assessing corporate reputation, which allows for standardized measurement of a company’s reputation indicators and their comparison over time.
How we conduct an audit
We determine the business objectives of the audit, identify key reputation issues and groups whose perception is important to the brand: customers, partners, employees, potential employees, investors, representatives of the professional environment, media and other stakeholders.
We investigate actual perception
We collect data on how different audiences perceive the brand. Depending on the task, we use open source analysis, media and social media analysis, in-depth interviews, surveys, focus groups, and other research methods.
We analyze the level of trust and commitment, key associations with the brand, strengths and weaknesses of the reputation, expectations of different audiences, factors influencing decisions and attitudes towards the brand.
Identifying reputation gaps
We identify reputational risks, their potential causes and consequences. We separately capture opportunities to increase trust, improve engagement with audiences, and strengthen brand positions.
We turn research results into specific recommendations: what needs to be changed in interactions with audiences, which reputational issues require priority attention, what actions can strengthen trust, and how to measure changes in the future.
At the end, the client receives a brand reputation profile, key problems and growth points, a risk map, and a prioritized action plan tied to business objectives.
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Questions we are asked most often
/01
Why does a business need a reputation audit?
To understand how a brand is actually perceived by key audiences, what builds trust in it, and what creates reputational barriers. An audit helps identify the gap between desired and actual brand perceptions and determine what changes can strengthen its reputation.
/02
How does a reputation audit differ from a communication audit?
A reputation audit primarily examines brand perception and the factors that influence it. A communication audit assesses how effectively a brand communicates: what messages it uses, through what channels, with what audiences and with what results. Communications is one factor in reputation, but it is not the whole of reputation.
/03
What methods do you use during a reputation audit?
Methods depend on the task and audiences. We can combine media and social media analysis, open source research, surveys, in-depth interviews, and focus groups. If necessary, we can use the international RepTrak methodology for standardized measurement of corporate reputation.
/04
Why is it worth conducting a reputation audit with u.comms?
/05
What will we get after a reputation audit from u.comms?
Brand reputation profile, analysis of perception by key audiences, main reputation barriers and growth points, risk and opportunity map, and prioritized action plan. We tie recommendations to specific business tasks so that the audit does not remain just another document that sits nicely in a folder and saves no one.
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