Reputation is capital that can protect and scale a business

23.01.2025

Olena Zubarieva, director of strategic communications at TERWIN

The value of reputation has become clear to many businesses only since the war began. Today, reputation is capital—perhaps the only one some businesses have left. Reputation can protect. Reputation can scale.

Reputation is built on transparency. Only "clean" and transparent companies can attract investment and scale their business. No Western investor will consider partnering with or investing in a company with a questionable reputation. You can’t even open a bank account in Europe without a solid reputation.

For example, TERWIN Group companies have been audited by the "Big Four" for many years. Currently, we are developing a major investment project, and international banks and investors are ready to collaborate with us because we operate in a structured and transparent manner.

The second crucial aspect is creating and scaling projects that highlight their impact on Ukraine's economy and development. Projects should address Ukraine’s strategic needs. Considering that Ukraine’s PR on the international stage is at an all-time high, there is a noticeable lack of large-scale projects.

The third equally important factor, in my opinion, is social activity. Today, businesses are recognized not by their top management, owners, or even their products but by their contribution to social development. The greater this contribution, the more the business is recognized.

Lastly, consumer love matters. This is what will protect your business from competitors. It’s easy today to create a list of brands associated with Ukraine. These are the things we miss most when abroad in Europe.