Creating, protecting and researching the image of one's own company is one of the most important aspects of business management. But how do you take care of this? And what are the benefits of doing so? Here is the most important information!
What is corporate image?
A company's image is defined by how a company is perceived by external observers. Existence in the marketplace resembles an inextricable network made up of customers, contractors, media or competitors.
It is on the basis of this image that it is possible to create different needs, to observe what and how customers react, and to track how certain activities are carried out by other entrepreneurs. Due to strong market competition, creating a company's image has a huge impact on gaining a position, gaining consumer trust and staying in the sector.
Building a company's image is influenced by how the public perceives the company. The most desirable one is the positive one, which seems to be the most helpful in building trust. Besides, it also serves the development of the enterprise. Widely promoted and nurtured, it allows the company to focus on specific activities.
A bland corporate image is colourless and indifferent - it makes the company seem expressionless. It neither helps nor hurts it. A negative one, on the other hand, is something to be avoided. It also causes reputational damage and ultimately leads to a loss of interest among customers and the ultimate demise of the business.
One can easily see that a company's image has a strong bearing on its success or failure. It is worth remembering that advertisement of the company can significantly affect the company's image - positively or negatively.
Elements of the image
What makes up a company's image? Everything that the public can perceive after coming into contact with a company or its activities themselves. On the basis of individual impressions, he or she begins to form his or her own image of what kind of business entity he or she is dealing with, what values he or she is guided by, and thus forms an opinion about its products and services.
What does shaping a company's image depend on? Four basic external elements are mentioned:
- name;
- visual identity - logo;
- the culture of the organisation;
- the type of contact the company has with the environment.
There are many examples of company images that can be pointed out as good, but that is not the point here. The point is that, in some way, the said image is unique and different from others, which makes it recognisable, and thus the company has a chance to appear in the public's mind.
The Internet is also often cited as an important element of a company's image - without its participation, it is almost impossible to become known to a wider audience. In addition, it allows them to find out more about a company's activities, its product range or to leave their feedback.
A website or social media portals are often a company's first showcase, and for many potential customers it is their first encounter with a brand. For this reason, it is worth ensuring that the content presented on the site is in line with the company's policies, consistent with its objectives and how it is to be perceived elsewhere.
Why is it important to take care of your corporate image?
Taking care of a company's image should be so important for entrepreneurs that the negative perception of just a few individuals who decide to share it further can affect the overall perception of the company. Moreover, it is not only the external perception that is important, but also the internal one.
If employees do not have the best opinion of the workplace, this will translate into their evaluation of the company. So how do you improve a company's image? The best place to start is on the inside!
It is easy to see that a brand's success depends hugely on its image. Even the best quality services and products may not reach a wider audience without an established position in the market. What's more, clever management of a company's image makes its growth more effective, so it can be more dynamic and reach a larger scale.
How do you build a corporate image?
Reliable tools for corporate branding are:
- website;
- expert texts, blogging;
- social media;
- industry meetings;
These are the kinds of activities that allow you to establish a relationship with your customers and improve your company's image. As mentioned earlier, the website is the business card of the company - it allows you to check the most important information, such as what the organisation does and how it operates. It is therefore necessary to ensure that the website is clear, readable but also interesting.
A few-sentence description is more likely to put a smile on a contractor's face than awe. It is worth ensuring that, following the information on the page, the recipient can find out more about the company.
Additionally, in parallel to the website, it is best to blog and provide your audience with expert content. Why? Internet users like information from verified sources. Besides, it is a great way to show that you know what you are doing. Consistency of theme and business - this is an important aspect when blogging. If your business deals with removals, good resources will be guides on how to prepare for such a service, how it goes and when it's worth using it. Advice on how to install a wardrobe in a new place is better left to specialists in another industry.
In addition to the blog, you can publish your content on portals with similar themes that are visited by people looking for specific services and advice. This is a great place to advertise in a casual way and get potential customers interested in your business.
Social media is handled in a similar way. This is another way to reach your target audience, which the SEO and PR team can help with. The most commonly used sites are Facebook, Instagram and LinkedIn.
The first two are used to show a company's more human side, while LinkedIn has business overtones and there it is more about presenting your brand. Increasingly, companies are also choosing to harness TikTok for this work, especially if the target audience is young. The short content must be constructed in such a way that it holds the viewer's interest and provides valuable information at the same time.
Industry meetings are another of the many ways to showcase your company, knowledge and skills. Appearing at conferences is a good way to make friends and seek out potential clients, as well as building relationships with people who are part of your audience. 
How to maintain a positive corporate image?
Creating a good corporate image is a process, which is why you cannot settle on your laurels too quickly. In order not to score any blunders, it is important to pay attention to several factors that should be constantly attended to:
- Quality of customer service - how the recipient of the service was treated when receiving it will project the overall perception of the entire brand.
- Caring for employees - they are the company's living showcase, they are also in contact with customers and the quality of the services provided or products sold depends on them. Their opinion of the company influences its external perception.
- Bragging about your achievements - being involved in a number of charitable events, gaining new contractors or high sales figures are all aspects that can be used to bolster your image in the eyes of your audience. Not only will they stabilise it, but they can improve your company's image overall. Remember, however, that these types of activities are not just about marketing, but about real help and taking advantage of your company's opportunities.
Build your corporate image with InPost - find out about our tools
As InPost, we try to take care of our own corporate image, but at the same time we also want to help others. The activities of our company have allowed us to create a platform that can serve other businesses. One option for cooperation is advertising with InPost.
As part of our offer, business customers have the opportunity to advertise by, among other things:
- Outdoor - wrapping a Parcel Machine® with a banner or sampling products;
- Display - together with InPost, play your adverts on the screens of Paczkomat® devices, reaching up to 4 million recipients per month;
- Advertising banners - you can place them on the inpost.pl website, e.g. in strategic places on the portal, increasing your brand recognition, as well as in the InPost Mobile application.
However, these are not all the options that are on offer for advertising. Find out more at inpost.co.uk/advertising or by contacting us via the form below. We will present the best option for advertising your business.
Advertising your company with InPost? Always a good idea!
Take a minute to leave your contact details and we’ll prepare a tailored offer for you.
There are plenty of possibilities:
- Branding on Parcel Locker machines
- Ads displayed on Parcel Locker screens
- Sampling of promotional products
- Banner ads on the InPost website
- Advertising in the InPost newsletter
- Push notifications in the InPost Mobile app
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