There is a commonly quoted passage from Shakespeare that reads:

Reputation is an idle and most false imposition: oft got without merit, and lost without deserving [Othello II 3 1420]

But it should be recognized that this was uttered by the arch-villain, Iago, bent on the destruction of Othello’s reputation and in response to the good man, Cassio’s, lament:

Reputation, reputation, reputation! O, I have lost my reputation! I have lost the immortal part of myself, and what remains is bestial. [Othello II 3 1416]

Between 1945 and 2000 the average voter turnout in the British elections (which are non-compulsory) was 76%. However in 2001 and 2005 the voter turnout plummeted to 59% and 61%.

Work by academics showed that the negative advertising by the parties about their opponents had not only discouraged young people from voting for the other parties but had discouraged them from voting for anybody at all. The negative advertising had ruined the reputation of all British politicians.

This is important to remember in business too. You have taken a long time to build your reputation and it will not be lost easily (unless, of course, you do something silly to damage it). Your branding, your customer service, and your integrity all build your reputation. But you also take some of your reputation from the industry you work in.

The message? Be as careful with the reputation of your industry as you are of your own reputation. If you criticise your competitors you damage yourself.

At Madrigal Communications we focus on reputation management not just marketing.