We have all heard the phrase “you only have one opportunity to create a first impression“ and it is very true that also applies to companies, in this article you will know why.
What is corporate image?
The corporate image is the way the company presents itself to the market, it means both the visual universe and the perception the public has of that company. Those are ideas, sensations, judgments, perceptions, experiences, and opinions in a positive or negative way that we have before and after knowing the services or products a brand has. This tool is responsible for managing different efforts to reach the desired image in the mind of the public.
The importance of a company’s image
In a business environment, so competitive and saturated, the opportunities to attract attention are reduced, that’s because having an attractive image for consumers increases the opportunity to be recognized, differentiated or able to make a good impression and remembered.
It’s probable that your company has attributes that others don’t, it may also have higher quality than others or sell a product but if it’s not reflected on your image you could be losing any future negotiations. Large companies work continuously to create and transmit a positive image to their customers, employees, shareholders, and the general public.
A coherent corporate image will help you increase the value of your brand, create an emotional bond with customers, which leads to loyalty, in the same way, it will generate the feeling of being a brand that provides security and confidence.
And let’s be honest, everything mentioned above is what we are looking for when we spend our money on a product or service.
Three steps to improve your corporate image:
- Prepare a SWOT analysis and review the general objectives: A key step is to know and analyze the weaknesses, threats, strengths and opportunities of the company. Take what makes the company strong and identify what currently does not work. Reviewing the objectives will also be useful because sometimes the objectives a company pursued at the beginning changed or were never properly defined. To grow, you must have a solid basis.
- Create or modernize your communication strategy: It is not always recommended to be present in all media. For an image to be successful, it is important to be present in those channels that are consistent with the message and business activity. And if for some reason these channels stop to be functional, the solution is to develop a strategy able to adapt all the demands.
- Generate a corporate identity manual: A document that puts together all the concepts that define us: the mission, values, visual identity both internally and externally. But the most important thing is to follow all these guidelines in a constant and structured way, because that will only mean trust in your company so the consumers will start to share the same ideals.
And finally, one last recommendation: in most cases the advice of professionals is required. The image of a company is a double-edged sword, since it can lead to success or be a factor that pushes it to failure from the moment it starts to be incongruous and/or confusing for customers.
How do you want others to see your brand? You will be surprised by all the opportunities, improvements and alternatives an expert will put at your disposal to make everything simpler.
en Mérida, Yucatán