- Proper image building for a company affects its financial performance.
- Media image building allows shaping the brand’s image in the eyes of customers and business partners.
- Building the company’s image internally is as important as shaping it externally.
- Personal image building helps achieve career success and improves the individual’s reputation and recognition.
What is company image building and what does it provide?
Company image building is a process aimed at creating a specific image of the business in the eyes of its employees, contractors, customers, and anyone who comes into contact with the brand in any way. There are several reasons why company managers decide on this long-term activity that brings tangible business results. First and foremost, proper company image building allows for quantitative and qualitative increase in sales of its offered services or products.
This is achieved, among others, by reaching new customers: those who are not yet aware of the brand but, due to its presentation and media presence, have the chance to encounter it. This is an effective, though not the only, way to improve commercial results. Sales can also be increased by persuading those who have already come into contact with the company but have not chosen its offer to select specific products or services. Especially given that high brand recognition and reputation will encourage buying the company’s services or products even at a higher price.
Image building translates into improving the company’s financial situation not only through increased sales. For example, it includes finding investors. Crowdfunding, or social financing, is an increasingly popular way to raise funds. This process fundamentally requires that the company presents the brand and its capabilities to potential investors and thus encourages them to purchase shares.
A good example of effective company image building in the context of crowdfunding is the success of Mazurska Manufaktura Alkoholi. Our PR activities brought the company PLN 2.54 million from over 1,000 shareholders. Thanks to the funds raised, it was able to open a new brewery, launch new products on the market, and successfully carry out further share issues. The communication campaign was such a success that it was awarded the Bronze Paperclip in the financial PR and investor relations category.
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A company that can present itself well ceases to be anonymous. Marking its presence in the market builds trust not only among end users of products or services but also in the eyes of other businesses. Proper image shaping also facilitates contact with B2B partners. The company becomes more credible in the eyes of potential business partners, which in turn can directly translate into later multifaceted business development.
Internal company image
The above reasons referred only to shaping the company’s image externally. There is also the concept of internal image. It concerns how employees perceive the company. Companies decide to shape the internal image of the company to increase employee satisfaction and loyalty, as well as to create a vision of the company as a place worth working for. Moreover, an employee who respects their company is a true brand ambassador, so it is worth investing resources in shaping the company’s image in their eyes.
What is personal image shaping?
Personal image shaping is conceptually similar to shaping a company’s image. In this case, it also involves creating a specific image in the eyes of others. The difference is that it concerns the image of individuals instead of entire companies or institutions. The audience’s attention is focused on a particular figure, so methods are specially chosen for this purpose, and the message is aimed at presenting the person.
In such situations, expert positioningworks well. The person whose image is being shaped is presented as a specialist in a given field. Through comments or interviews, the knowledge, skills, and achievements of that individual are emphasized.
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Personal image shaping does not exclude the possibility of shaping a company’s image. Moreover, these two concepts complement each other perfectly. The image of an expert in a specific field translates into increased trust in the company where the specialist is employed. Conversely, a person who has gained experience working in market-renowned companies finds it easier to gain the trust of audiences and thus position themselves independently.
An example of this synergy and a person with one of the most distinctive images in business was Steve Jobs along with Apple. He was perceived as a visionary and revolutionary in technology, which directly translated into the perception of the Apple brand by consumers. The products of the Cupertino giant became symbols of innovation and represented the most fashionable trends. A good example of having a recognizable image in Poland is Jerzy Owsiak. His distinctive, colorful clothes and red eyeglass frames are probably known to every resident of the country behind the Vistula River. They complement the image of an altruist dedicating his life to helping others through the activities of the Great Orchestra of Christmas Charity.
What does shaping a media image look like?
There are many ways to create a media image. Professional agencies such as PR firms specialize in this. The fundamental condition for successfully presenting a company, person, or brand in public consciousness and the media is maintaining consistent and good relationships with journalists. They have the opportunity to shape public opinion through the content they create and publish.
One of the basic methods of reaching the media, alongside crafting unique texts, is preparing press releases. These are short materials that journalists receive ready to publish or expand upon. Thanks to them, the media can keep the public informed in real time about events related to the company or its products. Press releases are most often placed in the press office of the company and are sent by agencies to selected media outlets.
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Another way to present yourself on the market is by participating as a speaker at industry conferences. This helps to draw the attention of the community to a given person or brand. It is also worth considering participating in specialized and prestigious competitions that highlight the best brands and professionals. It is through such activities and by taking on the role of an expert in the media that reputation is built.
A good way to showcase a company is also by engaging in CSR activities. Corporate social responsibility is a concept where companies and corporations involve themselves in solving social or environmental problems through their actions. A notable CSR action is the support of the Dr Clown Foundation by the largest alternative postal operator. Speedmail used its postal system to generate the Foundation’s logo on the map of selected Polish cities. In doing so, it drew attention to her noble activities and encouraged donating 1% of tax to its causes.
Another example of CSR efforts is Good One PR’s recurring participation in the Szlachetna Paczka (Noble Package). We invite our clients to join the campaign and annually prepare substantial packages for families in need together. In 2020, we were able to support a mother with four children.
Ways to build an image online
The business card of every company online is its website. It is its home in cyberspace and the primary place from which potential clients, partners, or journalists gain knowledge about the venture. The term inseparably connected with the website and image building online is SEO (search engine optimization). It is the process that optimizes search results so that the desired page appears high in the search engine’s displayed results.
Having a well-made Google business profile is as important as having your own website. It is the place where a potential client can find basic information about the company such as its address, opening hours, or a picture of its premises. It is also the page where other users leave their reviews, thereby encouraging or discouraging the use of services or purchase of goods.
Internet traffic does not rest solely on corporate websites and search engines. Equally important for image building online is the proper management of social media profiles. It is a simple and convenient way to present your brand and connect with your audience. Social media agencies specialize in these tasks. One of the most important principles when creating an image on social media is consistent and thoughtful building and maintaining a community gathered around the company.
Managing social media is not limited to Facebook, Instagram, and LinkedIn. Depending on the industry in which the company operates, it is worth focusing on those that are particularly important for a specific sector of the economy. A good example is the Tripadvisor portal used by the HoReCa industry.
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When creating websites or social media profiles, and then developing the content posted there, attention must be paid to consistent visual identification. The recipient, seeing the form in which content is presented, should already know who is responsible for the entry or post. It is a mistake to use different or conflicting messages across various media channels. The content and form of sent communications should correspond to each other because this helps recipients remember and correctly identify their creator faster, and the entire message gains credibility.
Creating an image is a long-term process, but it brings many benefits. If you want to entrust it to professionals, contact us.CONTACT
