Image building tools - what is essential for the process?

Corporate branding tools are divided into traditional and modern. However, they can be used in parallel, and it is also possible to experiment with combining them. The important thing is to adapt them to your audience and achieve your objectives. What constitutes a company's image and how can it be strengthened?

Traditional corporate branding tools

Corporate image building is a set of actions taken to shape the perception of your brand by others. An important role in this is played by marketing and advertisement . Traditional advertising tools include television, radio, press, leaflets, posters and billboards.

These are forms of communication that do not require the use of cutting-edge technology and have proven themselves for years as effective image-building apparatuses for businesses. If you run a shop, traditional methods also include any catalogues or brochures presenting individual products.

Corporate image creation also takes place at conferences and other industry events. Business meetings filled with networking are an ideal opportunity to gain new customers or partners. At many of these, companies have the opportunity to set up their own stands, for example with product samples and promotional materials.

What tools will build a company's online image?

Creating a company's image on the internet requires the use of modern tools. These include all forms of online promotion, but also content and nurturing relationships with the audience. First and foremost, every company should have its own website, which contains all information about the brand, contact details or a blog tab.

Having your own blog strengthens your position both in the search engine and in the minds of your customers, who perceive your company as an expert in the industry. Regular publications contribute to how others perceive a business. Another important role is played by the brand's social media. It is important to keep it systematic and substantive, as well as to ensure contact with and engagement with the audience.

A helpful tool is the Google business card, which allows internet users to quickly find contact details or company reviews. The search engine is also used for advertising and online campaigns. Importantly, every entrepreneur should familiarise themselves with Google Ads.

One action that can be taken is to send a newsletter to subscribers. People's emails are collected through social media communication, paid advertisements or a system on the website, among others. In order to strengthen the expert image, it is necessary to take an active part in webinars or podcasts, which create a positive image in the eyes of consumers.

PR tools for corporate image building

Elements of corporate image also include PR, or public relations. This involves building relationships with other business entities or customers and nurturing these ties during service and surrounding events.

One PR tool, for example, would be for the brand to support charitable causes. Involvement in helping those in need, resulting from sincere intentions, significantly raises the status of the company in the eyes of others. In addition, it is worth maintaining positive relations with media representatives, who can talk about the company's activities in their press materials, online or on television.

Influencer marketing and the selection of creatives whose activities are consistent with the values of a particular company play an important role. Sometimes the wrong choice of such a persona significantly damages the image of the company, so it is important to ensure that advertising activities are handled by specialists.

It should also take care of a coherent visual identity, i.e. the logo and design of all published materials and even product packaging. The company needs to be associated with a particular mark, colours or language to communicate with the public.

How do you select image-building tools for your business?

You already know what influences your corporate image, so it's time to think about how to choose the right tools. First of all, you should identify your brand's target audience and then consider which communication channels are best to reach them.

To do this, analyse the actions of your competitors in the market. Perhaps they will inspire you to take specific action. However, you must not copy anyone.

Next, you need to estimate your branding budget and assess what activities you are realistically able to undertake - online campaigns, influencer collaborations, poster printing or TV product advertising. The next step is to create an action plan and implement it consistently.

InPost advertising as a corporate image-building tool - a proven solution

At InPost, we know very well what a company's image is and the important role it plays in building customer trust. Our experience has allowed us to create a marketing offer that we address to all entrepreneurs. We offer online and outdoor activities, including:

• Online campaigns - you can inform internet users about your offer via banners on our official website.
• PUSH notifications - advertising messages are also sent via the InPost Mobile app.
• Newsletter - we send our recipients regular e-mails with space for your advertisement.
• Parcel Machine Wrapping® - one of the best forms of outdoor communication, a large-format sticker with your marketing material.
• Adverts on screens - we can also display adverts on the screens of the Parcel Machine® equipment.
• Product sampling - retailers can subscribe to the service of inserting samples of their products into vending boxes nationwide.

Together with us, you will take care of some of the most important elements of your company's image. Advertising with InPost is a way to reach millions of consumers. If you want to make your presence felt and increase your conversion or strengthen your position in the market, be sure to contact us via the contact form available on our website!