I've spent decades navigating the choppy waters of the creative and emerging tech industries, building a global PR agency from scratch, hosting and moderating conferences from Amsterdam to Austin, and advising countless startups on how to not only survive but thrive. And let me tell you, the ones who truly make it aren't always the ones with the flashiest product. They're the ones who understand that reputation is the bedrock upon which all else is built.

Think of it like this: your reputation is your currency in the startup ecosystem. It's what opens doors, attracts investors, and ultimately, convinces customers to trust you with their hard-earned cash.

I've seen this firsthand. My first communications business, bootstrapped and built single-handedly, flourished into three offices – London, Amsterdam, Los Angeles – and boasted an enviable client portfolio. That success, built on the foundation of a solid reputation, is what I've channelled into my newest venture, Also Known As (AKA), alongside my US-based co-founders. Within weeks of launching – before we even had a website – we were onboarding clients. Why? Because the three of us came to the table with a crystal-clear offering, impressive reputations, and a collaborative spirit that makes the process not just effective, but a no-brainer. 

So, how do you build a reputation that's as solid as a rock and as shiny as a newly minted coin? Whether your company is two months or ten years old, here is some fast-track, no-nonsense advice I've gleaned from years in the startup trenches.

Be known for something: stake your claim

In a world of generalists, specialists win. Don't be afraid to niche down, to be the go-to expert in a specific area. Whether it's sustainable fashion, AI-powered healthcare, or the future of work, own your expertise.

This doesn't mean you have to be boring or predictable. In fact, quite the opposite. Having a strong point of view, even a controversial one, can be incredibly powerful. Think Cindy Gallop (“the Michael Bay of business”), fearlessly challenging the status quo in the advertising world, or Gary Vaynerchuk (GaryVee), a serial entrepreneur, speaker, and internet personality known for his high-energy, no-nonsense approach to business. His strong personal brand has been instrumental in the success of VaynerMedia.

Your unique perspective is your superpower. Don't be afraid to use it.

Become a thought leader: share your expertise

You might have the most brilliant ideas in the world, but if they're locked away in your head, they're not doing anyone any good. Get out there and share your knowledge.

Speak at industry events, write articles and offer your insights on podcasts. The more you share your expertise, the more you'll be seen as a trusted authority in your field.

Steven Bartlett actively manages his reputation by sharing his business insights, personal journey, and philanthropic endeavours across various platforms. He is mindful of projecting an image of success and expertise while also being relatable and open about his challenges. This has been instrumental in building his influence and attracting business opportunities.

Don't underestimate the power of vulnerability. Sharing your struggles, your failures, and the lessons you've learned along the way can be just as impactful as showcasing your successes.

Consistency builds trust: walk the talk

In the age of social media, where everyone has a platform, it's easy to get caught up in the hype and make promises you can't keep. But trust me, nothing erodes your reputation faster than inconsistency.

Deliver on your promises, maintain a consistent brand message across all platforms, and always strive for excellence in everything you do. This might sound like basic advice, but you'd be surprised how many startups fall short in this area.

Prioritise authenticity: be real, not perfect

We're all tired of the perfectly curated Instagram feeds and the polished corporate facades. People crave authenticity, now more than ever.

Let your brand's personality shine through. Be genuine in your interactions, and don't be afraid to show your human side. Embrace your quirks, your imperfections, and your unique story. It's what makes you, you. Think Jo Malone, who has built a successful fragrance and lifestyle brand from scratch. She has also been open about her personal struggles, including her battle with cancer, making her a relatable, often inspirational, entrepreneur.

Transparency is key: open up

In a world where consumers are bombarded with information, transparency is crucial. Openly communicate your company values, your mission, and even your struggles.

This doesn't mean airing your dirty laundry for all to see, but it does mean being honest and upfront about your business practices and your commitment to ethical behaviour.

Be responsive: time is of the essence

The startup world moves at lightning speed. If someone reaches out to you with a question or a complaint, don't leave them hanging. Respond promptly and show them that you value their time and feedback.

This not only demonstrates your professionalism but also helps to build trust and loyalty.

Go the extra mile: pay it forward

In the competitive world of startups, it's easy to get caught up in the "me, me, me" mentality. But the truth is, the most successful entrepreneurs are those who are willing to give back and support others.

Offer your help to fellow entrepreneurs, mentor young startups, and contribute to your community. Not only will this enhance your reputation, but it will also create a ripple effect of goodwill that will come back to you tenfold.

Your reputation is your legacy

Building a strong reputation takes effort, and a genuine commitment to your values. But it's an investment that will pay dividends for years to come. Because your reputation is your story, and how you tell it determines your success. Even as a startup, you can swiftly establish a bedrock of trust, the kind that attracts investors, top talent, and loyal customers. It's not about mimicking someone else's image; it's about owning your narrative, quirks and all.

I've spent years helping businesses, from scrappy startups to established brands, navigating the complex landscape of reputation. I've seen firsthand how a strategically crafted reputation can be the key differentiator in a crowded market.

It's about understanding the nuances of your industry, your target audience, and, most importantly, your own unique strengths. It's about building a reputation that's not just positive, but powerful. It's about crafting a narrative that resonates, captivates, and endures.

If you're ready to build a legacy, not just a business, start shaping your story today.

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