Reputation SURVEY

My journey began as a brand architect, specializing in visual identity – helping organizations express who they are through design.

Throughout my career, the challenges I’ve faced, the people I’ve met, and the businesses I’ve worked with have been a constant source of inspiration. As I helped organizations define their identities, deeper questions naturally arose:

• What does the brand truly stand for?
• What values and strategies define it?

One of my clients once told me, “I’d be happy to buy one of your logo designs. In fact, I might even buy two. But first, you need to tell me how much money I’ll make from doing so.”

That moment stayed with me. It made me realize that branding isn’t just about visuals – it’s all about business.

These challenges pushed me beyond design and into the world of brand strategy.

From Brand Identity to Brand Promise

A defining moment in my career was when Walter Landor, founder of Landor Associates, took the time to explain the true significance of branding:

A simple yet profound statement that reshaped my thinking.

In Scandinavia at the time, visual identity was seen as an artistic exercise rather than a strategic business tool. Perhaps that’s why Scandinavian Airlines turned to Walter Landor – they couldn’t find multidisciplinary branding consultants locally.

Later, while working with Bureau Veritas Quality International, this idea resurfaced. Bureau Veritas is all about procedures – how to monitor, improve, and ensure quality.

Being the son of a town planner, this way of thinking made perfect sense to me.

I saw that branding had to be more than aesthetics.

What happens if a truck driver proudly sports a brand-new logo on his vehicle but drives recklessly? The brand promise is broken.

Actions speak louder than logos.

The Shift to Reputation Management

As the conversation around brand value evolved, I began advising businesses on structured ways to build and maintain brand quality.

I often compare it to baking. Imagine children baking a cake. It turns out delicious. But can they recreate it? Only if they have a reliable recipe.

That’s what branding and reputation management are about -repeatable, consistent processes that build trust.

After working in Sydney for a few years and refining my ideas on quality in branding, I sought academic support.

Partnering with practitioners and institutions like Copenhagen Business School, London Business School and Universities in Sydney & Brisbane – I developed a structured framework for reputation management.

The framework has now been tested and used by organizations like ISS, Maersk Line and PwC.

And the methodology is now ready to be scaled.

Reputation Survey: A Framework for Trust

The Reputation Survey framework is surprisingly simple.

It doesn’t require radical changes or new processes – it’s simply about listening more carefully to customers and aligning your organization around their needs.

Most companies already conduct employee and customer experience surveys.

The key is to structure these surveys in a way that aligns with quality management principles.

That’s the beauty of this approach:

• No extra cost
• No extra resources needed
• No extra explanation

I am, at heart, an architect. Today, I continue to consult for businesses, using the Reputation Survey methodology to help organizations listen, adapt, and build trust.

But I’d love to team up with the right company to spread the word about the power of balancing customer and employee experiences.

Why Reputation Matters

Businesses need to prove they are motivated to create a better future. In return, customers pay with the most valuable currency -trust.

A strong reputation isn’t built on slogans or empty claims. It comes from operating with purpose.

Most employees don’t fully understand what their company promises. Educating them on this promise is key to ensuring customers experience it as intended.

Your CSR strategy must align with your core brand promise – there’s no separation between what you claim and how you act.

Key Questions Every Organization Should Ask

• Do you know how well your company keeps its promise?
• Is your brand promise clear and easy to understand?
• Do employees and customers perceive it the same way?
• How well do you manage critical brand interactions?

If you are a board member, manager, or employee interested in measuring and strengthening your company’s reputation, let’s talk.

I offer surveys, consulting, workshops, and conversations to help businesses keep a relevant promise – consistently and measurably.

Because in the end…

To learn more about balancing employee and customer experience, feel free to visit: