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Some PR and other communications people and organisations unnecessarily complicate what a good brand is or how a good reputation is developed. In fact, both are actually straightforward: they are exactly like a person's character, personality and behaviour. And to achieve greatness, both of them must have these 20 qualities in common.
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Truth, aka integrity of character and actions
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Transparency
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Creative storytelling
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Relationship-building
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Doing your best because you care
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Evidence-based persuasion
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A sense of humour
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Empathy
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Sincerity
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Open-mindedness
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Original, compelling content
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Always follow through
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Commitment
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Principles
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Passion
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Friendly and personable
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Consistency
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Clarity
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Depth
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Flexibility
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