Guest blogger: Richard Byford, Open University Business School MBA alumnus and Director of Stablebridge Ltd, a company specialising in business resilience and repairing broken business relationships.
It used to be that you could build your reputation or brand simply by spending money on advertising and clever PR. As long as your name didn’t make it into a scandal story on the television or newspapers, you could buy a reputation as easily as writing a cheque.
Now, however, everybody with an Internet connection is waiting to take a poke at you for no other reason than that you have annoyed them. Last week I spent an interesting day at the Open University Business School’s Business Perspectives ‘The Power of Trust’ event, learning how trust is won and lost in a world where you can be demonised by a single tweet. It was a good day to pull together all my thinking about the subject:
1. Be capable
People trust people and brands who consistently deliver what is expected. Don’t promise a product that doesn’t do what it says on the tin. Don’t promise services you can’t deliver. Meet or exceed peoples’ expectations.
2. Be benevolent
It is not enough to ‘do no evil’; you need to actively do good. People will only trust you if they know that you are acting in their interests. No amount of words will compensate for being caught doing something bad. Make sure your staff fully understand that you expect them to ‘do good’ as well. Align your reward systems to ‘doing good’ as well as meeting KPIs.
3. Be authentic
Have integrity. Know what your values are, propagate them through your organisation and make sure that everybody sticks to them – even when nobody is watching. Integrity is all about living your values. Making values explicit is a key trait of leadership.
4. Be fair
Be consistent and predictable in your dealings with everybody. Align your processes and procedures so that everybody knows where they stand all the time. Set peoples’ expectations and stick to the plan. People will trust you if they understand that justice and consistency is built into all your systems.
The Open University 
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