During industry conversations around Aged Care Reform, Marketing and Communications is always raised. In fact, in our experience, it rates higher than Financial Management as a concern and area to focus on in the new environment. It is safe to say that getting your marketing and communications right is considered essential. And it is.
Marketing, communication and the way you act, need to be considered as parts of a whole. Together, they will make up your reputation: who you are and what you stand for; what others think about what you do and the way you do it. These perceptions will influence how you are talked about – or not!
It is your organisation’s reputation that will influence consumer choice as well. In fact, repeated research shows that a ‘good reputation’ increases corporate worth and gives you a competitive advantage. It is at the heart of every dealing and every relationship.
Although an intangible asset, your good name is your greatest asset. It has great strategic power and can help you secure:
- Consumer preference
- Consumer loyalty
- The appropriate price for the services you offer and
- Ongoing support from a wide range of stakeholders, including funders.
To sustain a good reputation it is essential to match what you do and what you say. Your reputation will be shaped by the experiences, communication and information of past, present and probable interactions between your organisation, its consumers and wider stakeholder groups.
Organisations, serious about their reputation, need to develop and maintain a compelling value proposition – one that speaks to their consumers and stakeholders and is supported by an engaging narrative that is distinctive, authentic and relevant. A ‘brand’ – the visual and textual representations needed to project your value in a way that resonates with the needs and interests of your consumers – is also part of any organisation’s essential marketing and communications resources.
Good communication, will speak to all your stakeholders, including your staff. In a competitive market place, importantly, it can differentiate you from competitors. It has the ability to manage stakeholder expectations because what everyone should and could expect from you is made clear. As a bonus, it can also indicate that you are responsible and will treat your staff, consumers and stakeholders well.
However, if you have all these essential communications in line but your actions do not match and support them every day in every way, you will neither build nor maintain an enviable reputation. On the other hand, if what you are doing supports and is reflected in what and how you are communicating to all audiences, your reputation will become your key asset in a competitive environment.
To summarise: Reputation is shaped and formed in your
- Promise to consumers
- Stories and narratives
- Images
- Information
And equally in your
- Values in action
- Service model
- Financial responsibility
- Ability to create productive and positive workplaces
- Social responsibility
- Customer focus and
- Quality
Combined, these things represent your credibility, reliability and trustworthiness….your Reputation – what you do and what you say!