ADVERTISEMENT
The corporate image is defined as the image that is drawn in people’s minds by simply mentioning the name of a company or its services and products. The mental image of the company is constantly changing from a positive image to a negative one or vice versa, according to the circumstances that the company may go through, the nature of its advertising campaigns, its levels of performance, and so on.
It is worth noting that many people believe that the company’s positive mental image is one of the real assets that turn into high profits and positively affect the company’s share valuations.
At the present time, all companies, small and large, have begun to focus on the need to create a positive mental image in the minds of all the people around them, because it affects their reputation in the markets, enables them to attract new customers, partners, and shareholders, and helps them increase their profits, returns, and sales compared to companies that carry a negative mental image.
The importance of the corporate image
- The positive image of the company affects increasing the loyalty of its customers and maintaining a strong relationship with them.
- It improves the quality of the company’s products and services, as a positive image creates great confidence in people’s minds about what the company offers them.
- It affects the actions and behaviors of the company’s employees. If the company has a positive image, its employees will feel responsible for their actions in public.
Steps to create the corporate image
- Determine the main goal of the company, as the company that wants to form a positive mental image of itself in the market must produce high-quality products and explain to customers why they should choose these products.
- Interest in creating a distinctive identity for the company by using its own logo and brand name that distinguishes it from others and through which people can identify and distinguish the company.
- It is important to inform employees of the company’s goal and train them on how to achieve it.
- Promote the company and its activities through various media.
- Pay attention to the mistakes that the company may make and take all necessary corrective measures to solve them before they agree.
Elements of the corporate image
- The main activities carried out by the company and the level of its financial performance
- Company reputations and brands.
- Creativity and innovation.
- The company’s policy for its employees and workers
- Its relationships with clients, shareholders, and community members
- Trends in the markets.
Read also: How does organizational resilience benefit?
