What is the corporate image?

The corporate image or corporate identity is the visual representation of the company to the world (employees, clients, suppliers, investors) through different communication elements such as product design, logo, advertising, website, corporate brochures, brochures, etc.

The image is not only found in the organization, it is also present in the perception of the corporate image that society builds through opinions, ideas, sensations, or value judgments.

Corporate identity has to do with the way the company wants to be perceived by the public, while corporate image refers to how they really see it.


Elements of the corporate image

The most important elements that shape the corporate image are:

  • Company name: it is one of the most important factors to take into account since it is the presentation of the company to the world. It should be short, easy to remember, written as it sounds so that it transcends time.
  • Logo: the typographic representation and the visual icon that reflect the corporate image must be easy to reproduce, scalable to the desired size, distinguishable, avoiding confusion, and must have an impact so that the public remembers it. The Apple apple, the Nike pipe, and the four Audi rings are examples of some of the most famous logos
  • Slogan: the phrase that accompanies the brand should be creative, not too long, and made memorable for the brand. For example, “Impossible is nothing” from Nike.
  • Music: many songs, compositions or musical sounds manage to become representative stamps that the various audiences immediately associate with the company, strengthening the concept of corporate image.
  • Website: the company must have its own domain, the design of the website must be functional, attractive, easy to navigate, and be consistent with the image to be transmitted.
  • Social networks: like the website, the care, and presence of the brand’s profiles on social networks is a great element that makes up the corporate image today.
  • Public relations: depending on the size of the company, there is usually an institutional communication area to serve external agents such as communications media, unions, non-governmental organizations, etc.

Types of corporate image

The types or classification of the corporate image are:

  • Type of corporate image disseminated: it is the image that the company transmits to customers, suppliers, media, and investors, which aims to generate a good institutional perception.
  • Type of perceived corporate image: it represents the opinion that different publics have about the company. Many times what it aims to convey is not what consumers and public opinion, in general, perceive of it.
  • Type of desired corporate image: it is the image that the organization intends to convey. Managers seek that the public in general, and the internal team in particular, share the corporate culture through an ideal corporate image that can communicate efficiently.
  • Type of subjective image or self-image: it is the image that the employees of the organization itself have. It is subjective because it is conditioned by the feelings and perceptions that each one has of the company. It is important to work on it because it is the one that, consciously or unconsciously, will be communicated to the outside.

Importance of corporate image

The corporate image is the way in which consumers perceive the organization, therefore it constitutes one of the most important concepts to take into account. A good or bad association of the brand in the minds of consumers will have a direct impact on the success or failure of the company.

The media, interest groups, forums, groups on social networks often influence public opinion by changing the perception of the population. Globalization, along with other variables external to the organization, has become so relevant that companies are devoting more and more resources to the area of ​​public relations or institutional communication to address the new challenges they pose.

Another fact that demands attention from the corporate image is the growing expectation of society regarding a more responsible consumption, which takes into account the environmental damage that the company generates in the production of its goods and services. Thus, many consumers require an environmental image of the company.

The corporate image is the letter of introduction to the public. For this reason, it is important to work on the different characteristics that are part of the image to strengthen the entire company and pave the way for the achievement of its objectives.


Examples of corporate image

Below are some of the most famous corporate images in the world:

  • Apple Inc: the American company that designs and produces electronic equipment has as its logo the renowned “bitten apple.” Designed by its founder Steve Jobs, it is said to have been a tribute to the mathematician Alan Turing who committed suicide by biting into a poisoned apple. The company has managed to transmit its culture through the block, which has become synonymous with high standards of design and technological innovation.
  • Mc Donald’s: Another emblematic example is the fast-food restaurant franchise. The golden arches that make up the letter “M” are the isotype that unequivocally identifies the fast-food chain in all the countries where it is present. Behind the brand, the speed of service, and the standardization of production processes are associated.
  • Nike: the multinational company that manufactures and distributes sports equipment (clothing, footwear, accessories, etc.) was founded in 1964 by Phil Knight and Bill Bowerman. The isotype called “swoosh” for the sound that was heard when running represents one of the most famous brands in the world. The name, from the Greek goddess of victory Nike, has become a symbol of personal improvement through advertising campaigns such as “Nothing is impossible” (nothing is impossible) where internationally famous athletes showed part of their daily training, motivating potential and current clients to exercise.
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