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How To Build A Reputation From The Ground Up*

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Ally Fouts
Viget, Creative Director

Ally is a creative and innovative marketing professional with over a decade of experience in copywriting, brand development, digital strategy, content strategy, business development, fundraising, and outreach strategy and execution. Ally started her career as an entrepreneur, opening a boutique creative services advertising agency right out of graduate school. Ally has provided digital strategy, content strategy, brand development, and copywriting services to clients such as Dick’s Sporting Goods, The NFL Players Association, Armstrong Tires, The Ad Council, The National Trust for Historic Preservation, AARP, The White House Historical Association, Washington Speakers Bureau, Morningstar/HelloWallet, and The Nature Conservancy, among others. Prior to joining Viget, she served as the Community & Connections Director of a local nonprofit, overseeing organizational communications, community outreach, and fundraising. Ally earned an M.S. in Mass Communications with a concentration in Copywriting from the VCU Brandcenter at Virginia Commonwealth University.


When you’re starting a new business, having the right reputation can make the difference between success and failure.

But what’s the difference between your brand and your reputation? And how do you actually build either one? And where does marketing fit into the picture?

In this presentation I’ll talk about the relationship between reputation, branding, and marketing, and how to intentionally shape all three.

I’ll also share a very practical exercise that I’ve used with my own clients: plotting desired reputation outcomes along a timeline, and then working backwards from each outcome to figure out what branding and marketing activities need to occur to make those reputation outcomes a reality.

*ASL interpreting is being provided by Jeenie mobile video interpreting