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If you've never stopped to consider what people think of you, or your company, in a word, I strongly recommend you do. Why? Because it's an ‘acid-test' of reputation.

Many of us grow up thinking it's up to us to create our own reputation; that we can control our reputation entirely. However, thinking we can control our reputation is a myth. The reality is we can't.

We can't control our reputation because we cannot control what other people think of us. And what people think of us, ‘in a word' or two, is our reputation.

Companies, and even some individuals, spend hundreds of thousands of dollars or more

every year branding and promoting themselves in an effort to influence what people think of them. Much of this will have a positive effect. However, a significant amount of it probably has little effect at all.

As consumers we are more cynical than ever before. We are also more critical than ever before, and it's significantly more competitive than ever before.

As service providers, we are constantly being compared against both other providers, and ourselves, in the minds of clients and consumers.

Clients and consumers are continuously benchmarking and assessing us as service providers day after day. They refine our opinions based on new information received from a variety of sources and through a variety of channels. And whilst we, as product and service providers may have been perceived as ‘leading edge' a year or two ago, we may be considered ‘outdated' today.

So understanding what existing, and prospective, clients and customers value about you is vital if you want to stay ahead of your competition in terms of positive reputation-branding.

Detailed research can help, however, if you want an ‘acid-test’ to find out what peple think of you, and whether you're likely to be in business in two to three years time in lightning speed, focus on asking just two key questions:

1. How would you describe us ‘in a word' (or two)? And

2. Would you recommend us to others?

If the answer to question 1 is not what you want to hear, start focusing on finding ways to serve your clients in ways that will have them describing you more positively in the future.

If the answer to question 2 is ‘No' you're on a slippery slope to oblivion if you can't find out why. If they are willing to tell you, thank them with open arms as few of us can be bothered to help a service provider improve if they've already failed us in some way.

Remember - perception is reality. Our reputation is not what we say about ourselves, but what others think of us. Whether you agree with a response or not is irrelevant. The customer is always right - in their opinion.

Whether it’s formal or informal, asking others what they think of you 'in a word', or two, is a really good indicator of how others perceive you. It's then up to you to choose whether you continue to reinforce their belief or act in ways that may change their thinking.