A Good Reputation.

Is a good reputation the same thing as a strong brand? Not really. Having a good reputation matters, but if five local competitors all have a good reputation, that doesn’t help consumers distinguish one from the other — and it doesn’t provide an incentive to choose one over another. Reputation can be part of your brand — for example, a reputation for really great service, if your brand is based on service — but they’re really two separate things. Which needs more work today — your reputation or your brand — the thing that sets you apart from your competition and makes people want to choose you?