We’ve all heard the saying, “Your reputation precedes you.” In today’s hyper-connected world, that’s not just a phrase, it’s a reality. Before you enter a room, pitch a client or apply for an opportunity, chances are someone has already looked you up. They’ve scanned your LinkedIn, read what others have said, maybe even formed an opinion based on a single post or interaction. Fair or not, reputation is the currency of trust. And whether you’re a business owner, a community leader or early in your career, it’s one of your most valuable assets.
I’ve come to think of reputation as something you earn daily. It’s built slowly, often quietly, through consistent action, clear communication and, most importantly, integrity. It’s not what you say about yourself, it’s what others say about you when you’re not in the room. Your brand exudes who you are. But your reputation? That’s the legacy your work and your character leave behind.
Brand vs. Reputation
Your personal brand is how you present yourself. It’s intentional, the story you tell, the values you highlight; the visuals, voice, and tone you curate. Your reputation, however, is how people feel after they’ve interacted with you, watched you work or seen your decisions play out over time.
You can’t fake a good reputation. You earn it by showing up, consistently, thoughtfully and with follow-through. Especially in a world full of overpromising, being someone who does what they say they’ll do is powerful.
It Starts with Integrity
Reputation without integrity is just performance. At some point, the cracks show. People notice when someone lacks alignment between what they say and what they do. Integrity is the foundation. It’s in how you treat people when there’s nothing to gain. It’s in how you respond when you make a mistake — and you will. The best reputations aren’t built on perfection, but on accountability and humility.
Quiet Ways You Build or Break Trust
Some of the most common mistakes I’ve seen are also the most avoidable: not responding to emails, missing deadlines, overpromising or being careless with details. These aren’t just minor misses; they are signals. Over time, patterns like these erode trust. In contrast, showing up prepared, being respectful of people’s time and delivering quality work speak volumes, often louder than titles or talking points.
From Invisible to Influential
How do you move from being competent to being known for your competence? Thought leadership is one of the most effective paths. Sharing your ideas, whether through articles, panels, social media or mentoring others, positions you as a formidable expert in your space. The key is to offer value, not just volume. Don’t just talk; teach. Don’t just share wins; share insight. People are drawn to those who help them think differently, not just those who talk about themselves.
How You Say It Matters
You don’t need to be on a live on-air broadcast to benefit from media and communications training. Clear, confident messaging matters in everyday moments, job interviews, team meetings and networking events. Knowing what you stand for and being able to articulate it in a way that’s authentic and accessible can set you apart. Especially in high-stakes situations, how you carry yourself often matters just as much as what you say.
The Takeaway
Reputation is shaped by what you do when eyes are on you and when they’re not. It’s formed in quiet decisions and confirmed in public moments. It’s not about curating a perfect image; it’s about aligning your values, voice and actions so that people know exactly who they’re dealing with. The goal isn’t to be liked by everyone. It’s to be trusted by those you are in a position to serve and inspire. Reputation will always start and end with integrity, how you communicate and lead, and how others feel in your presence.
Did You Know: In today’s digital era, perception is everything. Individuals want to do business with people they like and people they trust. It is estimated that 85% of consumers trust online reviews as much as personal recommendations. This data concludes that consumers trust the opinions of strangers almost as much as good friends.
Jennifer Kaplan is the president and CEO of evolve PR & Marketing, Arizona’s largest public relations firm. A Phoenix native and ASU alumna, she leads a team of 25 publicists representing more than 100 clients across local and national markets. Known for her relationship-driven approach, Kaplan is passionate about building community, elevating brands and amplifying her clients’ voices and initiatives.
