What does the world think about you? You want potential customers to trust you. You want to achieve your various business goals. You want to make profit. All of these things require some understanding, as well as control, over how the world sees you.
This means you have to have a strong corporate image. This is what helps communicate your practices and personality to the people you need to impress most. And who are they? The people who aren’t buying your products yet!
Maybe you’re a startup. Maybe you’ve been around for a while but have been struggling to succeed. Either way, a focus on this image can do wonders for your business. So what exactly do you need to build up a distinctive corporate image?
The mission statement
Business owners are always underestimating this one. They either don’t have a particular mission statement to communicate, or they just make a really basic one that could be from any other company. The mission statement of your business isn’t just the justification for your company’s existence. It’s also about the way you plan to do things. What new stuff you bring to the table. What good you want to do for society on your path to success. So what is it your company does? Who are you doing it for? What’s unique about you – why should people care about you and not the others?
Brand and promotion
Many people can’t think about a corporate image without thinking specifically of branding. It’s true that branding is a big part of a corporate image, but it’s definitely not the whole thing. Still, it is something you need to put a lot of effort into. You need to give serious thought to your logo and your slogan. Even the font you usually use in your copy should be considered. And how will you go about promoting this stuff? Business cards? Banners? Billboards? Vehicles? An annoying but loveable mascot?
Know thyself, in the wise words of… someone. (No-one quite knows who said that, but they were probably Greek and born thousands of years ago.) In other words, get a handle on your reputation. How do you come across on social media? What message does your website send? What’s does the average review of your company say? Online reputation management is there to help your grow and protect your corporate image.
Becoming an antithesis
For every business field out there, there’s a company that people don’t trust. Maybe their prices are ridiculously high. Maybe they have a history of abusing their employees. Perhaps their products are substandard, or their customer service is almost nonexistent. This sort of thing can actually create a bad reputation for that industry as a whole. So how do you set yourself apart from the others? Look at their unethical and unpopular practices. Now present the opposite of that to your consumers. Let them know that you’re a good employer and why. Tell them more about your quality standards. Invite them to talk with you about any problem they may have. Find the bad apples and be the antithesis of those companies. Restore people’s faith in business.