Lance Armstrong Aftermath: LIDA360 Offers 5 Reputation Management Tips

Share Article

In the wake of Lance Armstrong's admission of guilt, the topics of integrity, personal branding and reputation management come up. Lida Citroen, owner and principal of LIDA360, offers 5 tips for reputation management.

Lida Citroen, Reputation Management and Personal Branding Expert

Everyone should focus on their reputation -- not just high profile celebrities.

If 15 people were asked what they think of Lance Armstrong, there would likely be 20 perspectives. Loyal fans argue he remains the greatest athlete of our times, regardless of his mistakes. Jaded fans and others believe he should not be allowed to compete again. Still others feel he led his fan base down a very long path of deception.

In the case of Armstrong, there appears to be numerous legal, financial, and promotional stakes at play, not just his personal integrity. This is the case with many high profile politicians, celebrities and athletes.

People who are not as high profile focus on reputation management and personal branding because their clients, customers, peers, “fans”, readers and audiences must believe in them in order to do business with them or form relationships with them. When a person takes a proactive reputation management strategy, they can actually design and direct the personal brand and reputation they want to be known for (in order to build credibility and attract the target audience).

To build a reputation on a foundation of integrity, Lida Citroen, reputation management and personal branding expert, recommends the Five D’s of Reputation Management:

1. Discover — Uncover your current reputation. How are you known today? How do others feel about you and perceive your value?
2. Desire — Think about the reputation you desire to have. What would you like to be known for? How would you like others to refer to you? Attach as much description and thought to your desired reputation as possible. This will help create the strategy to bring that vision to life.
3. Define your target audience. To what group of people must your reputation be relevant and compelling (note: it’s not “everyone”). Focus on learning everything you can about the audience you will promote your brand towards.
4. Design — Create a strategy to build towards your desired brand, focusing on the audience who must find you relevant. Put goals and benchmarks on the strategy, and consider all marketing channels as possibilities.
5. Deploy your marketing strategy through social media, image, body language, messaging and communications, PR and all of the tools available to you. Consistency and intention are key! Be the same person online as in person, stay authentic and relevant, and build your reputation over time to achieve your desired brand.

While the average person's reputation issues might not land an interview with Oprah, the power of being intentional and focused is no less important. Everyone can take a lesson from Armstrong’s very public confrontation with the reality of poor reputation management.

LIDA360 is a brand consultancy firm, based in Colorado. Principal Lida Citroën is an international branding and reputation management expert who designs and enhances the identities of companies, executives and individuals globally. Citroën practices an integrated approach to branding, marketing and communications that enhances the total customer experience and reduces the investment for success.

The author of the book, "Reputation 360: Creating power through personal branding," (Palisades Publishing, 2011), Lida is an accomplished speaker who engages audiences with her empowering message about managing your personal brand and reputation. Lida presents programs for corporations, conventions and non-profit organizations around the U.S. She can be reached at 800.314.5060 or

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Lida Citroen
Email >

Lindsay Jefferson
Follow us on
Visit website