The corporate image, or corporate image, is a term from marketing. It is the image that a group of stakeholders (also known as stakeholders) of the company or organization. These stakeholders consist of the general public, but also of customers, media, residents, governments or our own employees.
How is a corporate image created?
The image of an organization or company does not arise out of nowhere. It is about the associations that a company or organization evokes. So it is never a static image, it can change. In itself, the image does not necessarily say anything about what the company really is, because the image is a subjective matter. It arises from the mind of the subject.
However, that brain is fed with information. This information leads to the image people have of the company. The company itself can partly influence the content of that information. But a significant part of that information comes from outside. Then it is important for the corporate image how the company handles the information and facts.
Does the public receive clear answers to questions that arise? Or does the company keep as much information under wraps as possible? In the latter case, the corporate image takes a hit.
Depending on incidents?
Due to a single experience, publication or even a misunderstanding, the reputation of a company is sometimes much more negative than is justified. The other way around is also possible, of course, but that is much less common. Because trust comes on foot and goes on horseback, as the saying goes.
An organization with a solid image can better withstand the consequences of incidents than an organization that already has a shaky reputation.
Why is the corporate image so important?
If the image does not match reality, it can lead to misunderstandings, and misunderstandings always lead to damage. How does that work? The wrong people come to apply for jobs, the wrong customers come and, above all, the right parties do not come to the company.
This is not just about a good or bad image, it is also about the character of the company and the corporate culture, in short, the identity of the company. The image and identity are therefore closely related. If all goes well, the organization's image and identity will fit seamlessly together.
A wrong or even negative corporate image can be disastrous. It can even endanger the survival of the organization. But if the image of the organization is much more positive than is actually fair, that is not good either. It can work for a short period of time, but it soon turns out that this is just as damaging as a negative image. Because what happens? The company attracts customers and employees, who then just as quickly, albeit disappointed, disappear from the scene. It is then more difficult to retain the right people and customers in the long term.
Communication
Communication from within the company, i.e. the way in which the organization conveys messages, is essential in determining the image of the organization. It is one of the ways in which you as a company or organization can actively influence the corporate image, both positively and negatively.
That is why it is essential to always pay attention to the way in which you deliver messages. This also applies, and sometimes even more, to the way in which you respond to signals from the outside world.
This mainly occurs in the event of incidents, such as a scandal, a major accident or another sudden event that affects the company. Communication is then under a magnifying glass and if it is not in order, it can have long-term negative consequences. This includes dealing with the press, dealing with business relations, and so on.
How do you influence the corporate image?
So there are ways to influence the corporate image. Because the corporate image is not only determined by coincidental events and facts. As a company you can play an active role in creating a correct and desirable corporate image. As mentioned, the image of the organization is closely related to its identity.
An organization's image and identity influence each other. As early as 1986, Birkigt and Stadler (1986) established a model to represent this. This model is called Corporate Identity and Corporate Image and is also called the Corporate Identity Mix named.
This is a somewhat complicated term to indicate that a company controls its own image through behavior, symbolism and communication. What buttons can you turn to influence your corporate image?
1. Communication
According to Birkigt and Stadler, communication concerns everything the organization says and claims. This can be verbal but also in visual messages. The way the company communicates with different target groups is crucial.
2. Symbolism
Symbolism is the visual identity of the company. This includes, for example, the logo, the use of color, the design of the website and the like. People are visual and perceive signals consciously and unconsciously.
But this perception is also subjective, because not everyone has the same association with, for example, a certain color. For example, in some countries white is the sign of mourning and in other countries the sign of innocence and virginity.
3. Behavior
Research shows that behavior is the most important factor determining a company's image. Both the behavior of the company as a whole and that of individual employees are taken into account. Of course, this is extra important for service organizations, which have a lot of contact with the public.
Identity and image
Personality, or identity, and corporate image are not the same. But the image of the organization is derived from its personality. And this in turn arises from the elements mentioned earlier: behavior, symbolism and communication.
It will be clear that these three must be in agreement with each other. For example, if environmental awareness is strongly emphasized in external communications, while the company's managers regularly board a plane for business meetings, that is problematic.
In other words: 'practice what you preach'. If you really cannot realize in practice what you as an organization convey in your communications, it may be better to take a few steps back in your external communications.
Also read: the big one difference between reputation and image
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