Probably a lot more than you think, and a new poll, which showed that only one in four people believe that business leaders will tell the truth, should give even the most apparently popular with heads of big pause for thought.

Business leaders' confidence has hit its lowest ever score by IPSOS Mori Trust's annual survey of occupations, the Royal College of physicians each year since the index began in 1983. , Who said they believed that business leaders have told the truth, were reduced by 25% between 16 different occupations on the opinion poll was miserable at the bottom of the quarter. Only politicians, journalists and government ministers fared even worse.

Banking crisis and recession is blamed as a major factor in this lack of trust. But it's very easy to view a reputation as something only large corporate giants, such as banks, have to worry about. In fact, reputation is a matter that should be the most important minds of each of the smallest SMEs in high-profile statesmen and women.

Trust is the cornerstone of a positive professional reputation. It inspires confidence among customers, employees and stakeholders and contribute to growth opportunities. Also, on the contrary, it is also true. Poor reputation will help you complete the last person who wants to deal with, work, or recommend.

There are many examples of professional waxing and less reputable media. But perhaps the best example of a reputable drop remains Gerald Ratner, who quit his job and destroying billions of pounds off your company's turnover during the night, after calling its products "crap" in the language of the Institute of Directors. In a recent interview he admitted that some nineteen years old, he still feels haunted mistake that cost him his hard-won reputation.

Business is growing day by day struggle may be difficult to find time and resources to focus on the question of how to brand and reputation. However, failure to do so can be catastrophic. Your reputation will affect your income, whether you like it or not.

Could you be one of the leaders in the business 75% of people, including your company does not trust?

If you do not know for certain if this is important to know your business.

The good news is that, ultimately, your reputation in the health of your hands. While you may be affected by incidents or events that knock you and your brand in the short, if your strategy is right, and you can answer these events, the exception rather than the rule, the balance of people in their faith.

But what if you never think about your reputation before? Or, worse, or maybe you just have to know how your reputation is worth its bottom line because, as Gerald Ratner at the bottom just fell out of something that you said or done in your business?

In my opinion, all leaders, no matter how big or small the organization should have a clear strategy to ensure that their reputation is positive, and actively promote the future of the company's growth potential.

I think the key to a great reputation, is to understand how you come across to your key stakeholders, to learn to listen and respond to feedback, it is important to have a proactive strategy for your personal brand and consistently over time, leading people to recognize the behavior you want and put your self-confidence.

Respected U.S. business investor, businessman and philanthropist Warren Buffet once said: "It takes 20 years to develop a reputation and five minutes to ruin if you think about it, you'll do things differently."

Maybe it's time to find out what your stakeholders really think about you?