Building a corporate image - step by step

Companies strive to be recognisable and have a good reputation among consumers. In order to boast a positive perception, care must be taken to build the company's image. A key role in achieving success is also played by advertisement , which helps to build brand awareness and attract the attention of potential customers. See where to start with branding, how to go through the branding process and how to advertise!

Where do you start to build your corporate image?

In the initial branding phase, it is all about defining the company's values, goals and how you want to present it to the world. It is important to think about what you want your brand to achieve both in the short term and in a few years' time. It is worth researching the market from this angle to see what is missing in the industry and what niches you can fit into.

Shaping a company's image from the outset requires determining the tone of communication to be adopted. This largely depends on the industry, as humorous content is much easier to implement in, for example, cosmetics or sales than in medical and scientific activities. The so-called tone of voice determines how others will perceive the brand and whether it will appear friendly and professional to them.

A large part of a company's image is its visual identity. At the start of your business, you should determine, among other things, the dominant colours, logo or font that you will use on your advertising materials. Consistency in every message will help maintain a uniform image and register in the minds of the public.

Building a positive corporate image is influenced by the quality of service provided to consumers. From the initial phase, it is important to take care of both a smoothly functioning website and communication channels that can be reached by anyone interested. A brand's website should function perfectly on different types of devices.

Corporate image-building process

Creating a brand image step by step is a multi-stage endeavour that should be approached with the utmost care. This applies to both new businesses and those that want to change how they are perceived among customers. Firstly, you need to ensure that you have the correct sales processes in place and that you include any contact details or service descriptions in your media before making them available to your audience.

It is worth juxtaposing your activities and profiles with those offered by your competitors to get an idea of the industry situation. This helps you to see the strengths and weaknesses in both yourself and other companies. You should develop a brand identity scheme as a guideline for the creation of subsequent content and new material for advertising campaigns.

The next stage of branding is the design of the visual aspects, including the logo. You need to ensure that it is present on social media as well as on the website or the products themselves. It is important to remember that branding is not just about marketing.

The creation of a company's image is largely influenced by its actions and what it offers to customers. High-quality products, efficient order handling, respect for contractors and employees or ethical decisions are all essential. This is important because dissatisfied customers will not return to an offering if it lets them down, even if the brand has an aesthetically pleasing logo.

Finally, it should also be mentioned that image care takes place throughout the life of a company, not just at the beginning. Sometimes one ill-considered decision can damage the confidence of the public and reflect negatively on sales performance. A positive customer experience should always be a priority.

InPost advertising - an original way to build your company's image

Examples of corporate images abound - some companies are doing better, others need to work on it a bit more. At InPost, we have a great deal of experience in this area, which is why we have decided to come out to help other brands. We suggest some original ways to create your face in the eyes of your customers.

One suggestion is to cover the Paczkomat® machines with company advertisements on a minimum of four columns of boxes. Sampling products in the boxes of the machines will also help you stand out from the competition. We can also display your adverts on the screens of Paczkomat machines, which are located all over the country.

When it comes to online promotion, we offer a banner presence on our official website. In addition, we have a sizable group of newsletter subscribers and you have the option of purchasing a mention of your brand in our emails. There are also web push notifications and mobile push notifications in the InPost Mobile app.

Increase conversions in your shop and build an expert image in the market together with us. Write to us via the contact form and together we will take your business to new heights!