At Icon, we employ a creative, data-driven approach
to the discipline of reputation management.
Our research is both qualitative and quantitative, and no engagement is the same.
Our time-tested approach starts with an overall understanding of the company’s reputation. From there we identify key attributes that influence reputation performance and gain an understanding of how the company performs on those variables.
We then move to understanding which attribute is the most important for reputation performance. Once this analysis has been done, we can confidently share the drivers, their performance, and the gaps to close.
These insights form the foundation for the stakeholder reputation strategy.
Icon Advising helps build world-class reputations for clients
in the most highly regulated industries.
We believe it is critical to have a reputation strategy that allows a company the ability to be relevant, credible, and differentiated across stakeholders.
Our team is made up of marketing and communications executives with over 25 years of experience. All of our engagements are staffed with experts who have successfully delivered high impact strategies for our clients.
Advising is a women-owned, diverse business enterprise (WBE).
Reputation Strategy
Our overall deliverable is a reputation strategy that quantifies your current reputation performance, the drivers of reputation, and the performance of those drivers.
Our robust reputation framework combines a quantitative model and analytics with a qualitative assessment (Icon Reputation Index).
The art and science combine to create a rich reputation strategy that is enduring and actionable.
Action Plans
Our reputation strategy is brought to life to stakeholder-specific action plans.
Within each plan are the audience, reputation performance, gaps to close, and key insights and implications for the strategy.
From there, key communications and messages are created to start the gap-closing process.
Stakeholder Communications
Once the reputation performance and gaps are defined by stakeholder group (government officials, regulators, financial community, media, community leaders, customers, and employees), we then create communications with key messages to close reputation gaps.
Our approach to communication development is to translate the overarching reputation strategy into key messages relevant to each stakeholder group. Messages are refined and tailored to ensure optimal communications to close gaps.
