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A culture based on values and focused on ethical behavior protects reputation and brand. As an individual, your name is your brand and a trusted brand provides the credibility needed to be effective in your organization. For an organization, a trusted brand gives the credibility to be effective in the marketplace. It gives staying power when reputations can be ruined overnight in our hyper-fast world of social networks.

Reputation is built on the beliefs and actions of its leaders and employees. Reputation is fragile, however, and it is difficult to resurrect it after a serious misstep. Leadership’s focus on organizational values will attract and retain talent with character and good independent judgment. These qualities will help organizations succeed during this time of heightened scrutiny.

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