Much like o2 did recently with its research into the role of reputation for small businesses, private bankers Coutts launched a similar report last year that looks at reputation as an asset. Though the findings were released at its ‘Forum for Entrepreneurs’ over a year ago, the content was so ahead of its time that companies are only now starting to deal with the issues covered within.

Spearheaded by the Entrepreneurs Client Group within Coutts, it examines ‘the role of today’s business leaders and the value of their own personal reputations in the making of the companies they run’. Combining the views of communications heavyweight and author Michael Hayman with a number of contributors and independent research from YouGov, it includes input from the likes of Lord Michael Heseltine, Doug Richard and Tom Aiken.

Several recurring themes appear throughout, but two are particularly interesting, showing progressive thinking from such a traditional organisation and an awareness of the subject far more advanced than you’d expect from a financial services institution.

First, several of the contributions take the concept of ‘reputation’ and highlight the importance of it as a management issue, rather than one that belongs to a communications team alone. Over the past 12 months, there has been much discussion about ownership of digital PR, and the need for management buy-in, which is covered throughout.

Second, as Coutts works with some of the UK’s most successful entrepreneurs, it has a unique view on the increase in public interest for high-growth businesses and the personalities that lead them. Given that the media often seek stories about people, rather than organisations, the report talks about reputation no longer being constrained to corporates alone, but also individuals.

This in turn builds on the idea that business leaders have a ‘face value’ and argues that this personal reputation is the canvass upon which much future business success will depend.

This report is a great example of a brand with so much credibility are leading the way, mixing thought-leadership with a dash of education in the process. Download the full document here and take a look yourself.