Many companies face a recurring dilemma: the brand has visibility, appears frequently on social media and in the press, but still isn’t seen as relevant. Worse yet, it often isn’t remembered with confidence.

In these cases, the issue is rarely a lack of content. The real gap lies in the absence of a structured strategy to turn presence into reputation, and reputation into value. But what truly adds value to a brand?

The answer lies in communicating effectively, consistently, strategically, and with the right audiences. That means:

• ● Stakeholder mapping: understanding who the strategic audiences are and what they expect from the brand;

• ● Message consistency: the brand narrative must reflect the organization’s values and culture;
• ● Active engagement: valued brands are available, responsive, transparent, and act with transparency;

• ● Smart channel selection: it’s essential to communicate where the audience is and in a language they relate to;

• ● Consistency and listening: reputation is built over time through coherent actions and sensitivity to shifts in the environment.

What role do agencies play in this process?

Agencies specializing in corporate communication play a key role in reducing the disconnect between what the brand says and what the public actually perceives. This goes beyond advising: it’s about choosing the right messages, identifying positioning opportunities, and building bridges between the organization’s goals and the most effective channels to achieve them.

This work demands an external perspective, a critical understanding of the scenario, and close collaboration with internal leadership to ensure the brand’s reputation is rooted in lived reality, not just rhetoric.

How can you tell there’s noise in the communication?

The gap between presence and perception isn’t always obvious. Some signs that your brand may be experiencing this disconnect include:

• ● Strong reach metrics but low qualified engagement;

• ● Negative or indifferent responses to strategic content;

• ● Weak association between the brand and key themes related to its positioning;

• ● Misalignment between internal culture and external messaging;

• ● Lack of trust during crises or moments requiring public positioning.

Spotting these signs is the first step in adjusting your strategy and realigning communication with clearer direction and purpose.