Brand Management is Reputation Management

Part of Starbucks' Tribal Truths, Brand Management is Reputation Management echoes deep within me.

Starbucks believes that reputation management goes a long way toward fostering alignment across all business units inside a company as to what a brand is and, more important, what a strong brand can do.

If you're an emerging business, take great pains to keep your brand close to your heart. While others, particularly friends, may see an opportunity to wear your brand on their sleeve, don't let them. Allowing your 'friends' to 'sing your praises' to a potential client could potentially bench your reputation before you even step foot in the door.

We all have mothers and we know what it feels like to shrink into the nearest crack in the floor when she publicly dotes on us. So, if you're a well intention associate who wants to pitch your friend's fabulous business to another -take a deep breath and resist the temptation of being a surrogate mother. Quietly, take a business card and send it to your fabulous friend with the fabulous business -she will thank you for it.