Reputation is one of the most valuable — and vulnerable — assets a tech company holds. Studies show that a high percentage of a company’s market value is tied to its public perception, and a single reputational incident incurs major costs in lost revenue, diminished trust, and long-term brand damage. For brands and tech executives alike, reputation management must be approached as a necessary strategic function, not an afterthought. It’s not enough to deliver innovative products; companies are expected to demonstrate transparency, ethical leadership, and operational integrity. In this environment, proactive reputation management becomes a competitive advantage and a safeguard against volatility.
People Buy from People — Not Just Companies
In the B2B tech world, where decision-makers are typically solving very specific pain points, buying decisions go well beyond product features and price points. Prospects are evaluating the people behind the brand just as much as the brand itself. Trust begins with a digital search, a LinkedIn scroll, or a ChatGPT query, and in that first moment of truth, perception is shaped not just by what’s said, but who is saying it.
This is why building the reputation of your executive leadership is equally important as building brand equity. Executives need to show up as thought leaders, consistently contributing meaningful insights and fostering trust long before the first sales conversation. In a world of increasing noise and content saturation, people gravitate toward credible, authentic voices. A respected leadership team may be the deciding factor in winning a deal or closing a sale.
That trust is also reinforced through networks. Once a potential customer identifies your company as a contender, they’ll do what any smart buyer does — they ask around. They tap into peer networks and look at which companies are already using your product. That word-of-mouth credibility is irreplaceable, and it can’t be bought. It must be earned through consistently delivering value and cultivating positive experiences.
Reputation Is Built in Layers, and Can Be Lost in Seconds
Tech leaders must understand that reputation is multi-dimensional and fragile. It’s shaped by culture, leadership, customer service, your solution and the value it creates, as well as the smallest actions. A careless comment, a poorly handled support ticket, a sales person overselling capabilities, or an underwhelming customer experience can have outsized consequences. You could spend years building credibility and lose it in a matter of moments.
One of the most underappreciated tools in managing reputation is the feedback loop. Net Promoter Score (NPS) filters out mediocrity by acting as an honest gauge of how your customers perceive you. When you understand that the threshold for excellence is high and unforgiving, you start to build systems around exceeding expectations.
True reputation management also means making hard choices about which customers to serve. If a potential partner’s expectations don’t align with your capabilities or values, the best decision might be to walk away. Taking on misaligned customers for short-term gain leads to poor outcomes, miscommunications, and ultimately, reputational damage. Being selective isn’t arrogance — it’s strategic protection.
Beyond product and performance, companies enhance their reputations by fostering their customer community. This is especially powerful in tech, where many companies are solving similar challenges, sometimes in heavily regulated environments or spaces marked by ongoing disruption. Building a customer community encourages knowledge sharing and creates a support system where customers help one another. The value multiplies — and so does the loyalty.
But community doesn’t just happen. It needs to be intentionally built and led by people who genuinely care. That starts with a “customer-first” mindset and extends into a philosophy I call “plus one.” Plus one is about creating value beyond the transaction. If you’re meeting a customer and are stopping at a coffee shop on the way, offer to bring them their favorite drink. If you see someone in need on your way to a meeting, stop and help — and let your customer know why you’re running late. These human touches reinforce your values and leave lasting impressions.
When your customers see you as a partner who adds value across all dimensions, trust and loyalty deepen — and your reputation grows stronger. To safeguard and strengthen reputation, tech leaders should:
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Encourage executives to regularly publish thought leadership content to build personal and brand credibility.
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Monitor NPS and act on customer feedback to close experience gaps proactively.
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Invest in digital listening tools to track brand mentions, sentiment, and competitive comparisons.
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Develop customer communities that foster peer-to-peer support and loyalty.
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Adopt a “plus one” approach of their own to customer engagement to enhance human connection and trust.
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Be selective about customer partnerships to avoid misalignment and protect long-term reputation more than “quick” deals.
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Actively manage online reviews and brand references to ensure consistency and accuracy across platforms.
Reputation isn’t just a public relations concern — it’s a leadership imperative. When managed with intentionality and heart, it becomes one of your greatest strategic assets.
