Creating, Maintaining and Sustaining

Referencing the business dictionary, corporate image is a composite psychological impression that continually changes with the firm's circumstances, media coverage, performance, pronouncements, etc. Similar to a firm's reputation or goodwill, it is the public perception of the firm rather than a reflection of its actual state or position.

It’s important for a corporate to maintain a good image because image influences the attitudes of not only customers but also employees, media, analysts, influencers etc. towards an organization.

• A good image is a comfort factor for publics as it also boosts the credibility of the organization.
• It creates a distinctive capabilities and gain competitive advantage for the organization.
• It also makes the organization visible, distinctive, authentic, transparent and consistent in the complex present day environment.
• A good image also demonstrates goodwill of the organization amongst its stakeholders.

The following tools can be utilized to create and maintain a good corporate image:

Corporate Identity tools

A corporate identity gives a sense of the culture or personality of the business. It plays a significant role in the way an organization presents itself to both internal and external stakeholders. It also expresses the values and ambitions of an organization, its business, and its characteristics.

In creating a consistent identity, a company earns credibility from the publics. Corporate identity tools might include the name of the corporate, the logo, slogan, colours, type fonts, mascots and jingles.

When employees for instance are branded with a colour that is relevant to the services and or products that they offer, a corporate’s image is maintained. These tools if used appropriately i.e on business cards, letterhead, signs, company vehicles, packaging, brochures, and all corporate communications will help in propelling a good corporate image.

Focus on creating high quality products or services

A company can create and maintain a good corporate image simply by ensuring that clients reap the benefits of consistent high quality services and or products. When customers recognise the merit of your products or services, corporate brand credibility can be established through word-of-mouth. Great brands may not spend money on advertising. Instead, they devote their time into providing quality goods and services that people trust and would willingly create buzz for it.

Employee Relations

Employees are ambassadors for a corporate and brand. Corporates should conduct employee relations - building their business culture and team relationships by sharing information, promoting involvement and instilling a sense of pride in business achievement. This can improve teamwork, staff retention and productivity, and ensure that staff are representing your business consistently and with the right messages to the public hence creating and maintaining a good corporate image.

Media Relations

Media strategies focus on circulating messages through media channels to manage how your business is portrayed by the media. i.e through releasing media statements and fact sheets, offering on-site media tours to encourage journalists to report positive messages about your business, and using social media to get the attention of journalists and track journalists who report in your market.

By developing good media contact lists and building relationships with key journalists to pitch media releases and story ideas to, you can use local, regional or state media to not only promote the corporate image but also manage risks, issues or crises affecting the organization.

Advertising

This could be done through print media like advertorials, audio visual or visual media.

Advertorials are advertisements in the form of news stories or reviews in newspapers. Advertorials allow you to associate your advertising with the credibility of the newspaper. They not only support marketing but also boost the customer’s trust in your organization.

Print or emailed newsletters are a good way to communicate with customers and keep them informed of new products and services. Regular newsletters can equally strengthen personal connections with customers and reflect the corporate’s brand and personality. Properly designed brochures and catalogues equally give customers confidence in you and your brand.

Constant advertising constantly reminds the public of the corporate, their products and services as well as their values.

Social media

Using social networking sites such as Facebook and Twitter allows you to follow and be followed by journalists, drive web traffic, manage issues by responding quickly to criticisms or negative perceptions from the publics, and increase exposure for your business brand. This immediacy on responding to concerns from publics in turn creates a good perception of your organization.

Business events

Events like trade shows, activations and exhibitions are opportunities for business people to gain exposure for their businesses, promote new products or services and make sure accurate information reaches targeted customers.

Events equally offer a platform for corporate to counter customer doubts, make clarifications and build customer confidence.

Speaking engagements

Speaking at events where customers are likely to attend helps position you as a leader or innovator in your field. As a business owner or leader, building your reputation as an expert also builds the reputation of your business - and draws new customers. Some corporate for instance have gained credibility by virtue of the fact that they have certain employees.

 Sponsorships or partnerships

Partnerships and sponsorship are good for corporates. Supporting a not-for-profit course can help build feelings of goodwill and loyalty towards your business. Community partnerships may involve an exchange of funds or in-kind benefits to grow a local community organisation in return for benefits that promote your business reputation.

Partnerships can help consumers identify your brand with good business practice and good ethics.