As a public figure and professional with extensive experience in communications, diplomacy, and leadership, Tantowi Yahya understands how a person’s reputation is formed. According to him, reputation doesn’t form instantly. It’s the result of a long process that begins with building an image, developing a brand, gaining credibility, and ultimately achieving a reputation that develops over time.
These four elements are formed through a process. Image is what a person project. Brand is how that projection is packaged. Credibility relates to whether others trust them. Reputation, on the other hand, is what remains after all of this has been established and consistently ongoing.
“So, reputation is something you build, starting with image, brand, and credibility, until you finally achieve the reputation you desire,” said Tantowi during a guest lecture on Business Communication entitled “Building a Global Reputation” at the School of Business and Management, Bandung Institute of Technology (SBM ITB), Bandung, on Thursday (August 13).
According to Tantowi, a person can control the image they project, but they cannot fully control their reputation. Reputation is actually formed from what others say when they are not in the room. Therefore, reputation must be built through consistent and repeated actions.
One of Tantowi’s key messages is that communication is the foundation of reputation. Communication relates not only to what is said but also to how it is said and how their behavior reflects that message.
“Communication is the foundation of any reputation you build. So, everything about reputation boils down to how we communicate, not just what we say. Communication involves body language, attitude, how we carry ourselves, and so on,” he said.
According to Tantowi, everything about reputation ultimately comes down to how a person communicates—what you say, how you say it, and what you do—and whether all three are aligned. However, a reputation can be destroyed when a person’s words and actions are misaligned. Consistency doesn’t mean someone never makes mistakes, but rather how someone responds to and corrects those mistakes.
In a global context, communication skills also need to be accompanied by an understanding of cultural differences. Tantowi explained that cross-cultural communication encompasses various aspects, from how to communicate directly and indirectly to the levels of formality and hierarchy, to understanding time, punctuality, and even silence.
Beyond communication, Tantowi encouraged students to start building leadership and reputation while still in college, rather than waiting until they graduate or enter the professional world.
“Leadership is something you should acquire when an opportunity arises on campus, and you can take it, take it, don’t wait for it to be given to you,” Tantowi said. “Leadership involves initiative. If there’s a committee, be active on it, then your peers will recognize you, and that’s where reputation is built.”
Tantowi explained that leadership isn’t just about position or title. A leader builds a reputation through small decisions made every day. Integrity, empathy, accountability, competence, reliability, relationships with others, and consistency are some of the elements that shape a leader’s reputation.
Meanwhile, in an increasingly digitally connected environment, a person’s reputation can move much faster than the person themselves. A single positive or negative experience can spread quickly and influence others’ perceptions.
Tantowi reminded us that a person’s identity in the digital world and their behavior in the real world ultimately form a unified reputation that the world can read. The speed of information often exceeds the speed at which individuals can correct circulating information.
As someone with diplomatic experience, Tantowi emphasized how an individual’s reputation can contribute to the reputation of an institution and even a country. When carrying out his duties as an ambassador, every meeting, handshake, and interaction with another party is part of the diplomatic process. He also emphasized the importance of cultural diplomacy, in which music, food, language, and shared experiences can serve as gateways to building trust in international relations.
