The Reputation Bank Planning Process

Strong reputation begins with strong relationships. But not all relationships are equal — some are transactional, fleeting, and surface-level, while others are transformational, built on deeper understanding and shared purpose. The Reputation Bank guides organizations to move beyond one-off interactions and earn the right 

to be part of stakeholders’ lives by focusing 

on their identities, ambitions, and roles. 

Permission to engage isn’t automatic — it’s earned through trust. Admission tickets are the generous contributions you bring to relationships, whether that’s insight, shared values, or support for ambitions that matter most to stakeholders. 

These contributions open doors to more authentic, enduring connections.

How It Works:

1. Identify key stakeholders and their influence (opinion, advocacy, action).
2. Reveal their true identities, ambitions, and roles.
3. Mirror this with your organization’s perspective.
4. Define admission tickets — the contributions that grant permission to engage.
5. Build a foundation for relationships rooted in credibility and trust.

Every message carries weight. Communications can either strengthen credibility and reputation — or chip away at them. The most powerful communications are those infused with stakeholder insights, delivering more than awareness by moving audiences to understand, feel inspired, advocate, and act. 

When communications are designed through the stakeholder lens, they don’t just inform — they build trust, manage change, and engage people in ways that capture both hearts and minds. Reputation-building communication is not about volume, but about resonance and purpose.

How It Works:

1. Use insights (from admission tickets) to shape communications with purpose.
2. Design messages that inform, educate, inspire, advocate, and motivate.
3. Apply communications approaches that guide stakeholders through uncertainty and change.
4. Empower leaders to use communication as a GPS — offering clarity, direction, and trust.
5. Build culture and brand reputation by consistently aligning communication with shared values.

Reputation is a valuable asset, and credibility is its currency. Every action, decision, and communication is either a deposit that builds reputation wealth or a withdrawal that diminishes it. The Reputation Bank uses this metaphor to help leaders and teams consider the long- and short-term impact of their choices.

Credibility cash, gold, debt, and even “reputation cryptocurrency” represent different types of interactions and their effects. By tracking these deposits and withdrawals, organizations gain clarity on whether they’re steadily building reputation equity or risking erosion. The goal is to make intentional, stakeholder-centric choices that compound value over time.

How It Works:

1. Identify credibility cash (short-term, transactional reputation deposits).
2. Invest in credibility gold (transformational, long-term reputation builders).
3. Watch for credibility debt (negative decisions that burn through reputation savings).
4. Avoid credibility cryptocurrency (actions that look good short-term but damage trust long-term).
5. Use the Reputation Bank Statement to track balance and plan reputation-positive strategies.