Influencers are the new golden thread of marketing: Humanz 2026 Benchmark Report
In 2026, the brands that win are not the ones shouting louder, although paid media has (certainly) made this possible.
Are podcast interviews a waste of time?
If you’re still thinking about doing podcasts as just another interview or media obligation then you’re already behind.
87% of executives say reputation is the biggest risk – Here’s how to manage it
By Prenade Makumborenga, Communications Consultant at Definition A brand’s reputation is crucial and often the deciding factor between success and failure. A positive reputation attracts new customers and fosters brand loyalty. Conversely, a negative one can drive potential clients away and alienate existing ones. Building a good reputation involves integrating the brand’s image, values, and performance to earn consumer trust, credibility, and loyalty. However, creating a reputation is only half the effort; maintaining it is even more challenging, especially with increasing visibility and scrutiny through social media. So, what is the secret to effective reputation management? This article will explore the best practices for maintaining a solid brand reputation. Understanding the importance of reputation Reputation should be a top priority for all businesses. According to a survey of over 300 executives by Deloitte, 87% of respondents cited reputation as the most significant risk area for companies, and 88% stated that their companies are explicitly focusing on managing reputation risk. The reasons for this are clear. A positive reputation increases customer loyalty, provides a competitive edge, boosts employee retention, reduces marketing expenditure, and strengthens investor and partner relations. A strong reputation can also protect a company during crises. In a world of instant communication through reviews, social media, and news outlets, every company will inevitably face negative feedback at some point. However, by crafting a reputation management strategy and developing reputational resilience, your business can significantly mitigate the impacts of challenges like these. Strategies for maintaining a positive reputation 1. Consistently deliver quality and service Always provide high-quality products and exceptional service to meet and exceed customer expectations. This strategy builds loyalty and a positive reputation, ensuring repeat business and encouraging word-of-mouth recommendations. 2. Build a strong online presence Establish and maintain a robust presence across various digital platforms to ensure your brand’s story and values are well represented and understood. 3. Engage in social responsibility Participate in corporate social responsibility initiatives to showcase your commitment to societal and environmental issues, which can greatly strengthen stakeholder trust. 4. Maintain a clear brand identity Preserve a clear and authentic brand identity, continuously innovate and ensure that all staff are aligned with the company’s values and mission. 5. Monitor and respond to feedback Actively monitor what is said about your brand and promptly address any concerns or negative feedback to prevent potential damage to your reputation. Effective communication is key, emphasising transparency and timely responses to maintain a positive image. By focusing on brand reputation and developing a thorough branding strategy, businesses can set themselves apart from competitors, enhance customer loyalty, and build a favourable image in the market.
How to leverage winning or being a finalist for an award
By Koketso Mamabolo After tense waiting you got the news that you wanted: You won the award. You received your trophy, posed with your certificate or plaque; the champagne has been mopped up, the red carpet rolled back and the lights have stopped flashing. You did the work and got the recognition you deserve – what next? We’ve touched on why you should enter awards, the question becomes: What do you do now? How do you leverage winning an award? Not only can entering awards enhance your credibility and your image, give you exposure and motivate your staff but research has shown that winning awards can increase share value and revenue. We’ve touched previously on the fact that organisations which enter awards are more likely to be doing good, sustainable business. An award offers an opportunity to provide an example of what is possible and let potential customers and partners know where an organisation stands compared to competitors. READ: Find out more about why entering business excellence awards is good for business For that to happen, word needs to get out there and while organisations behind business excellence awards will have marketing campaigns before and after winners are announced there are things finalists and winners can do to leverage the opportunity themselves. You’ve achieved something and the world deserves to know, so here’s how to tell everyone about it. Social media Social media platforms are the go-to place for people to share good news and bring with them the benefit of engagement and opportunities to interact with your network. Share, comment and like the posts announcing winners and then make your post. Tag the organisation behind the awards, your organisation, people who walked the journey with. For added engagement include pictures, videos, find out what the hashtags for the awards are. You could also write an article about the experience on your LinkedIn page, sharing insights to network. Press release Why don’t you send out a press release to media houses and get some press coverage? You can share what it took for you to win the award or be chosen as a finalist and open up opportunities for more press coverage in the future. Internal celebration Big or small, tell everyone in your organisation about the achievement. It can be at a meeting, in an email – you can even host a little (or big) celebration to give everyone a chance to reflect on the milestone, which will be great for morale. Update your company profile “Award-winning” or “Finalist” will look great in your company profile, on your website and social media bios. It shows people that you are credible, recognised by a third party and is a great addition to press kits. Some business excellence awards offer post-event collateral such as winners badges which can brighten up your email signature – use them. Don’t be shy! Advertising and marketing Placing ads is a great way to spread the word and show how proud you are of the achievement. Whether it be an ad in a newspaper or magazine, on a website, or on social media, you can increase visibility by tailoring your marketing strategy to your market and attract new business. As the Minister of Communications and Digital Technologies, Solly Malatsi, reminded guests at the recent Africa Tech Awards held in Cape Town, it is important to recognise the people advancing society. As an award winner you are setting the standard and putting the work to do good business. Now people need to know about it. READ: The full list of winners at the 2025 Africa Tech Awards Sources: e-channel news | Big Ideas | Brunel University | Wiley |