A company’s image is not just a beautiful logo or slogan. It is a reputation, the perception of the brand by clients, partners and even employees. How to form it correctly so that it works for you, not against you? Let’s look into the details.
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A bit of theory. What types of image are there?
A company’s image is a set of impressions, emotions and expectations that are formed in clients, partners, investors and employees. It affects the level of trust, sales, attracting investment and business relations.
Companies with a strong positive image gain a competitive advantage: customers return, deals are easier to close, and the best professionals want to work for them.
There are three key types of image:
- Desired – the image that the company strives to create.
- Actual – the real perception of the brand by the audience.
- Reflected – Management’s view of how their business is perceived.
Let’s look at the differences between each typeWhat types of image using the example of T.Bank, which positions itself as an innovative digital bank with the best service and convenient products (desired image ). However, there are different opinions among customers: some value technology and speed, while others complain about tough work with debts or imposed services ( actual image ). The management is most likely confident that they have created the best digital bank in Russia with outstanding service. They see their product as innovative and customer-oriented, but do not always take into account all the pain points of customers ( reflected image ).
The goal of PR and branding is to minimize the gap between the desired and actual image, so that the company appears in the eyes of the audience exactly as it planned.
What does a company’s image consist of?
A company’s image is real capital that affects business performance. Even if a brand appears successful on the outside, a negative internal image can destroy a company from country email list within. Employee turnover, lack of employee engagement, and a toxic corporate culture inevitably affect service quality, customer reviews, and the brand’s reputation as a whole.
Internal image – what employees say about the company
The internal image is formed by the real working environment. If employees are loyal to the company, they convey its values to clients and partners. If there is mistrust,What types of image turnover and conflicts inside, this will inevitably become public knowledge.
Key components of internal image:
- Management reputation – management style, competence level, trust in decisions. Top management is the face of the company not only for clients but also how to view transactions for employees. If management practices an authoritarian style, ignores staff requests or makes chaotic decisions, this creates a toxic atmosphere.
- Employee image – how proud they are of working for the company, how they interact with each other and with customers. The appearance of employees in the sales and service areas is part of the corporate image.
- Corporate culture – real working conditions, motivation level, opportunities for professional and career growth. Bonuses, voluntary health insurance and corporate events will not replace respect, a clear growth system and meaningful work.
- Employee engagement is one of the key indicatorsWhat types twd directory of image of internal image. Companies often make mistakes, assuming that engagement grows only due to salary increases. However, in practice, employees’ emotional attachment to the brand, their belief in the company’s mission, and job satisfaction are more important. Engagement can be measured through anonymous surveys, eNPS (Employee Net Promoter Score) indices, and regular conversations with employees. Mistakes that companies make:
- Insufficient feedback – employees do not understand how their contributions impact the business.