Reputation and Brand

Reputation and Brand

It’s no coincidence that companies with the best reputations also have very strong corporate brands. It also means that consumers are more likely to support these companies by purchasing their products and services, offer recommendations, trust them, welcome them into their communities, in addition to invest and work for these companies.

The Reputation Institute ( has released their Most Reputable Companies in Canada for 2016. Unlike Deloitte’s program “Canada’s Best Managed Companies” which has a call for entries, this list is not solicited by the individual listed firms themselves. Rather the Reputation Institute compiles data collected from over 40,000 ratings and is representative of the Canadian population.

The 10 Most Reputable Firms in Canada:

  1. Lego
  2. Campbell’s
  3. Google
  4. Porsche
  5. Nintendo
  6. Gillette
  7. Kellogg’s
  8. Hershey
  9. Rolex
  10. Costco Wholesale

The 10 most Reputable Canadian Firms:

  1. Home Hardware
  2. Porter Airlines
  3. Tim Hortons
  4. Westjet
  5. Highliner Foods
  6. Canadian Tire
  7. McCain Foods
  8. Shoppers Drug Mart
  9. Jean Coutu Group
  10. Rona

All of the above companies have an emotional connection with their audiences. Have you watched the Hershey’s: My Dad video  or Gillette’s: This Father’s Day, Go Ask Dad.

I dare you not to smile at the end of these spots.

At their very top level, you can be sure they have developed a brand document that outlines personality characteristics, tone, key messages, what they stand for, and as they say, all roads lead to Rome, so execute with integrity.

How does your brand document hold up?