When competition is increasingly fierce and customers have almost unlimited access to information, a company's image has become one of the most important factors for success. According to research conducted by the Edelman Trust Barometer, as many as 81% consumers declare that brand trust is a factor in their purchasing decisions. Conscious shaping of a company's image is therefore not only a matter of prestige, but above all a strategic investment in the future of the organisation!
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Difference between reputation and image
A company's image is often confused with its reputation, but these are two distinct but related concepts. Image is the image that a company creates and tries to convey to its surroundings. It encompasses elements such as visual identity, marketing communications or stated values. Reputation, on the other hand, is the actual perception of a company by its stakeholders, shaped by their experiences and opinions. A company can create the image of an innovative technological leader through a modern visual identity and marketing communications that emphasise the technological sophistication of its products. However, if customers experience problems with the quality of these products or customer service, the company's reputation may deviate significantly from the intended image.
Image can be changed relatively quickly through appropriate marketing and PR activities. Changing reputation is a long-term process that requires consistent action and real change in the functioning of the company. Successful management of a company's image requires attention to external presentation and ensuring consistency between the company's declared values and actual actions.
Reputation analysis and management
Effective management of a company's image begins with a thorough analysis of the current situation. The first step is to conduct an image audit to determine how the company is currently perceived by different stakeholder groups. The audit should include quantitative and qualitative research, an analysis of the company's presence in traditional and social media, and an assessment of internal and external communications.
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Proactively shaping the narrative about a company is also an important part of reputation management. Rather than passively reacting to emerging reviews, companies should proactively build their story. This could include publishing expert content on a regular basis, participating in industry events or engaging in social initiatives in line with company values.
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Building a positive image
Building a positive corporate image is a complex process that requires consistency on many levels. The most important is a clearly defined company identityincluding its mission, vision and values. These elements should primarily be implemented in the company's day-to-day operations.
Visual identity plays an important role in forming a first impression of a company. It encompasses not only the logo or the colour scheme, but all the visual elements associated with the brand - from the look of the offices, to the uniforms of the employees, to the design of products and packaging. Visual consistency builds brand recognition and helps to create the desired associations.
Communication of corporate values should take place on many levels. Internally, through training and regularly reminding employees of the organisation's mission and values. Externally, through appropriately selected communication channels, tailored to target groups. For example, a company producing eco-friendly cosmetics can communicate its values by transparently communicating the composition of its products, engaging in environmental campaigns or cooperating with influencers promoting sustainable lifestyles.
Corporate social responsibility (CSR) activities are also an important part of building a positive image. However, to be effective, they must be authentic and consistent with the company's overall strategy. An example of a successful CSR initiative could be a programme called "L'Oréal for the Future. The 10-year plan sets targets to be achieved by 2030, focusing on three main pillars.
- The second pillar focuses on strengthening L'Oréal's business ecosystem. The company has set a target of 95% of ingredients coming from renewable sources, abundant minerals or closed-loop processes by 2030. At the same time, it aims to achieve 95% biodegradability of product formulations by the same year, with the exception of make-up products.
The 'L'Oréal for the Future' programme reflects the company's ambition to combine financial performance with social and environmental responsibility. The initiative demonstrates how CSR activities can be effectively integrated into business strategy, benefiting both the company and society.
Customer relations and communication
Relationships with customers are the foundation of a company's image. Positive customer experiences translate directly into company reputation and brand loyalty. Creating a positive customer experience (Customer Experience) should be a priority for every organisation.
Elements of building positive customer relationships include:
1. Personalisation of the service - tailoring communication and offers to individual customer needs.
2. Multichannel - provide a consistent service regardless of the customer's chosen contact channel.
3. Proactivity - anticipating customer needs and offering solutions before problems arise.
4. Transparency - clear communication of terms of cooperation, prices and potential restrictions.
Cooperation with the media also plays an important role in shaping a company's image. Professional PR agencies can help build communication strategies, establish relationships with journalists and respond effectively to crisis situations. However, it is important that communication with the media is consistent with the company's overall image strategy and is based on the organisation's authentic values and activities.
Effective communication with the media includes:
- Providing valuable information and expertise on a regular basis.
- Responding promptly and transparently to journalists' enquiries.
- Building long-term relationships based on mutual trust.
- Preparing executives for professional media appearances.
An example of effective cooperation with the media can be the company's communication strategy Tesla. Although the company does not use traditional forms of advertising, it is able to generate huge media coverage through innovative products, controversial statements by CEO Elon Musk and consistent branding as a leader in the energy transition.
Building and managing a company's image is a complex and lengthy process, requiring consistency of action at many levels of the organisation. However, it is important that the declared values are reflected in the company's actual actions. Only then is it possible to build an authentic and lasting image that translates into customer trust, employee loyalty and long-term business success.
Worth knowing:
What is a company image?
The image of a company is how it is perceived by customers, employees, competitors and the general public. It is not only a logo or office decor, but also a way of communicating, operating on the market, and even corporate social responsibility. The image of a company affects its credibility, customer trust and ultimately its profits. That is why it is so important for the company to take care of its image and consistently implement its mission and values, as well as to be transparent and proactive in communication with the environment. When a company's image is positive, it is easier to win new customers, attract investors and retain engaged employees.
What influences the company's image?
The image of a company is not only its logo and name, but above all how it is perceived by customers and potential investors. The company's image is influenced by many factors, such as the quality of products or services, the way the company communicates with customers, as well as its social and ecological commitment. It is important that the company has consistent values and is guided by them in all aspects of its operation. Customers are increasingly paying attention to the ethical attitudes of companies, and a positive image can bring significant benefits to the company, such as increasing revenues or gaining customer trust. Improving the company's image is a long-term process, but nowadays you can make it much easier to build it by using various tools and communication channels available on the Internet.
How to build a positive company image?
Building a positive image of the company requires many activities and, above all, effective strategies. The first step is to define the goals you want to achieve. Next, you should analyze the markets in which the company operates and the competition. It is also important to take care of the image on the Internet, including on social networks and the company's website. Professional customer service, shaping a positive image of a product or service, as well as caring for good relations with business partners are also of key importance. All these elements contribute to a positive image of the company, which contributes to its greater popularity, higher profits and customer loyalty.
How to take care of the company's image?
The company's image is a key aspect of business, which is why it is so important to take care of it properly. The first step is to build a coherent and clear message that will faithfully reflect the company's values and goals. Next, make sure you appear in the right places professionally and consistently. It is also important to take care of relations with customers and business partners and to react to possible criticism or comments in social media. Thanks to the proper care of the company's image, you can gain credibility, trust of customers and stand out on the market.
How to improve the company's image?
Improving your company's image is key to success in today's competitive business world. The first step is to understand what customers and the community want, and then formulate a strategy to meet their expectations. It is important to maintain consistency and authenticity while doing so. Good communication with customers and the community through social media and other channels is essential in building a positive image of the company. Let's also not forget about professional training for the team so that it can create the best possible impression on customers and the community. Improving the company's image is not an easy task, but with the right strategy and approach, it will certainly succeed.