Identity and image form the most critical part of corporate communication and its function. this chapter addresses how close alignment between a company`s identity and image generates a strong reputation.
A company`s identity is the visual manifestation of the company`s reality as conveyed through the organization`s name, logo, motto, products, services, buildings, stationery, uniforms, and all other tangible pieces of evidence created by the organization and communicated to a variety of constituencies. these constituencies then form perceptions based on the messages that companies send in tangible form.
Images is a reflection of an organization`s identity. it is the organization as seen from the viewpoint of its constituencies. Depending on which constituency is involved, an organization can have many different images. While image can vary among constituencies, identity needs to be consistent.
The most central to shaping a corporate identity is the vision that encompasses the company`s core values, philosophies, standards and goals. A company`s value can be significantly influenced by the success of its corporate branding strategy.Hence branding and strategic brand management also from critical components of identity management programs. Companies often institute name changes either to signal identity changes or to make their identities better reflect their realities. Logos are another important component of corporate branding-perhaps even more important than maes because of their visual nature and their increasing prevalence across many types of media. An organizations vision should manifest itself consistently across all its identity elements , from logos and motto's to employee behavior. Putting it together consistently is the key.
Devising a program that addresses certain elusive but significant concerns requires balancing thoughtful analysis with action. A successful method used by many organizations to manage identity process implies conducting an identity audit which includes reviewing company literature, advertising, stationery, products and services, and facilities.The next step is to set identity objectives-having clear goals is essential to the identity process.Once the identity audit is complete and clear objectives have been established, the next phase is the actual design-developing designs and names. Once the final design is selected prototypes is to be developed using the new symbols or name. the next step would be to launch and communicate. The final stage is implementation of the program.
Reputation differs from image because it is build up over time and is not simply a perception at a given point of time. A strong reputation has important strategic implications for a firm.Companies with strong, positive reputations can attract and retain the best talent as well as loyal customers and business partners. Reputation also can help companies to weather crises more effectively. Only when image and identity are in alignment will a strong reputation result.
Every organization today needs to consider corporate philanthropy and social responsibility when thinking about its own reputation. In the changing environment for business, corporate philanthropy and social responsibility are gaining visibility and importance in the eyes of many constituencies. A company that has a good understanding of its own constituencies and what is important to them, will be well positioned to create programs that will enhance its reputation.
A company`s identity is the visual manifestation of the company`s reality as conveyed through the organization`s name, logo, motto, products, services, buildings, stationery, uniforms, and all other tangible pieces of evidence created by the organization and communicated to a variety of constituencies. these constituencies then form perceptions based on the messages that companies send in tangible form.
Images is a reflection of an organization`s identity. it is the organization as seen from the viewpoint of its constituencies. Depending on which constituency is involved, an organization can have many different images. While image can vary among constituencies, identity needs to be consistent.
The most central to shaping a corporate identity is the vision that encompasses the company`s core values, philosophies, standards and goals. A company`s value can be significantly influenced by the success of its corporate branding strategy.Hence branding and strategic brand management also from critical components of identity management programs. Companies often institute name changes either to signal identity changes or to make their identities better reflect their realities. Logos are another important component of corporate branding-perhaps even more important than maes because of their visual nature and their increasing prevalence across many types of media. An organizations vision should manifest itself consistently across all its identity elements , from logos and motto's to employee behavior. Putting it together consistently is the key.
Devising a program that addresses certain elusive but significant concerns requires balancing thoughtful analysis with action. A successful method used by many organizations to manage identity process implies conducting an identity audit which includes reviewing company literature, advertising, stationery, products and services, and facilities.The next step is to set identity objectives-having clear goals is essential to the identity process.Once the identity audit is complete and clear objectives have been established, the next phase is the actual design-developing designs and names. Once the final design is selected prototypes is to be developed using the new symbols or name. the next step would be to launch and communicate. The final stage is implementation of the program.
Reputation differs from image because it is build up over time and is not simply a perception at a given point of time. A strong reputation has important strategic implications for a firm.Companies with strong, positive reputations can attract and retain the best talent as well as loyal customers and business partners. Reputation also can help companies to weather crises more effectively. Only when image and identity are in alignment will a strong reputation result.
Every organization today needs to consider corporate philanthropy and social responsibility when thinking about its own reputation. In the changing environment for business, corporate philanthropy and social responsibility are gaining visibility and importance in the eyes of many constituencies. A company that has a good understanding of its own constituencies and what is important to them, will be well positioned to create programs that will enhance its reputation.
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