Projecting A Good Company Image

When it comes to business, image is everything; from marketing campaigns and online presence to how you project yourself in public, creating a good company image is vital to grabbing success on the global stage. Brand identity and brand image are related but distinct concepts in branding.

The importance of projecting a good company image

What’s so essential about projecting a good company image, anyway?

If you want new and repeat sales from your customers and grow your market share, your brand identity plays a big part. For example, it’s easy to rise to the top only to lose the lot in just a few moments, like Ratner, who lost millions saying something he later regretted.

Image vs Identity

Brand image and identity are interrelated but not precisely the same thing.

Brand identity refers to the attributes and characteristics of a brand, including its name, logo, tone of voice, values, and culture. It is essentially the personality of the brand, and it forms the foundation of the brand’s image.

On the other hand, the brand image refers to how a brand is perceived by its target audience based on their experiences and perceptions of its identity.

Brand image encompasses a brand’s overall perception and impression, considering its past experiences, interactions, and exposure to its marketing and advertising.

In short, brand identity is who a brand is, while the brand image is how that brand is perceived.

A strong brand identity can help to shape and influence a positive brand image, but the two are separate entities that require particular attention and care.

Brand identity is created and managed by the business. For the most part, brand image is controlled by the people who form an impression of the company and share their perception of it.

Businesses must stay in touch with the general sentiment about their brand, and this can be achieved by following posts on social media, customer reviews, and comments on blog posts. Reaching out directly with surveys and customer feedback campaigns also assists PR and brand managers in controlling the brand image.

Brand managers can respond quickly to customer feedback. Customers’ first impressions are usually visual and something auditory like videos, all of which can be updated regularly, including the following:

• colours of your logo,
• design of your website,
• content of your marketing campaigns
• social media profiles and posts

How To Improve Brand Image

If your business is online, focus on creating a lasting first impression with high-quality online assets. Ensure the images, videos, podcasts, and so on are professionally produced.

For your blog content, use copyright frees from sites like Pexels and Pixabay, and if you use Adobe tools like PhotoShop, use their stock photos like we do.

All content, wherever it may end up, must be grammar and fact-checked. For example, blogs do have more leeway to use more colloquial language.

A blog is for opinions, and while some use it as their personal diary, it should have relevant content for your website visitors when it’s your business blog.

All content on your online assets, including a website, blog, and social media profiles, must comply with a code of content that aligns with your business identity. In other words, don’t add any content that could be deemed damaging to your brand and thus turn off customers.

Marketing Collateral

To improve your brand image, ensure you have a brand style guide and that all your marketing collateral is consistent and adheres to the color palette, fonts, etc.

99Designs has the ultimate guide to creating a brand style guide.

Once you have your brand style guide, share it with your third-party providers of video content, social media, marketing, advertising, and sales teams.

Inconsistent use of logos, colors, and fonts is not only confusing. It gives off an air of unprofessionalism and the impression that your business is inexperienced. Avoid giving prospective customers a reason to choose your competitors, not you.

Code of Conduct

How you project yourself and your company online and in person can significantly impact your personal and professional reputation. The same applies to your staff, as the information they share online can damage your business image even when it’s on their own confidential user accounts on social media.

Create a Code of Conduct (CoC)

Your business identity and what it represents will dictate what goes in your business CoC and consider including:

• Behavioural guidelines
• Dress code
• Company culture
• Company policies

Summary

Brand image and identity are identical, but they are similar insofar as you control your brand identity, and everyone else has a say on what they believe is your brand image.

Set your team up to succeed with a code of conduct and marketing collateral so first impressions get the customers through the front door – metaphorically speaking!

Keen to read more about having a solid company image? See this article how to attract top talent with a strong employer brand.