Corporate image is your brand’s public perception, which is shaped through marketing and advertising. It’s a carefully crafted narrative about your business that the public gets to see. But what ultimately determines your corporate image, are the actions your company takes. For example, developing innovative products and services, following ethical business practices, sticking to your values, treating all employees with respect, providing excellent customer service and appropriately responding to criticism with poise and grace.
When done correctly, all of these actions contribute positively to your brand’s reputation. Not to mention, encourages positive word of mouth, which is the most valuable form of marketing today! It gives you a competitive edge in a world where so many brands all compete for attention online.
When your business develops a positive corporate image, it also opens up doors for positive testimonials, product reviews and case studies that can provide the social proof needed to earn new customer’s trust.
Why having a positive corporate image is so important
People typically support brands that share the same values as them. In fact, brand values play a critical role in the consumer decision-making process.
Think about the last time you made a purchase, you probably knew about the brand you were buying from on some level. Maybe you bought a Sony PlayStation 5 or splurged on a K-Way Jacket that you had been eyeing for a while? You likely made that purchasing decision, in part, due to that brand’s reputation and image.
This is why corporate image matters. It has the power to influence whether or not customers buy from your company and can boost brand loyalty if people feel that your company’s values align with theirs.
How can you boost your company’s corporate image?
Companies must learn to strike the right balance using all tools at their disposal if they are to craft a positive corporate image. First impressions matter and customers won’t think twice about your brand if your company’s values don’t align with theirs.
Below are 3 simple ways on how to craft a positive corporate image and get the right reaction from your customers, every time!
1. Find out what your company’s purpose is
Your company’s core message should focus on your purpose and what it is you stand for if your goal is to build a loyal brand following and strengthen your reputation.
People buy from brands because they agree with the company’s why, not the what or the how. This is why having a clear and convincing purpose will help your company to forge emotional connections with your audience.
It will also help you to persuade people to buy from you. And the more people buy from you, the stronger your reputation will become.
You can thank the limbic system for this. It controls all decision making, emotions and feelings.
2. Align with your values
If you claim to put your customers first, actually do that! Highlighting your morality is essentially a shortcut to high status, according to a Yale psychology study.
Unfortunately, some brands want to reap the benefits of being mission-driven without actually adhering to the values that they claim to have. But even though appearing to be mission-driven can attract new customers initially, once they uncover any sort of hypocrisy, it’s game over. Making it almost impossible to retain them!
3. There will be mistakes along the way
Even the most clued up companies make mistakes. What separates them from the great versus the good, however, is the fact that they are willing to admit that they were wrong, turn around and correct course in light of new information.
Most companies, however, won’t admit fault or change their minds, even if it’s the right thing to do because they have too much pride and don’t want to appear weak. Admitting your mistakes requires a lot more strength than being stubborn and unwilling to change just because a lot of time and effort went into a strategy.
When you own your mistakes and correct them, customers are more likely to be understanding and appreciate your honesty and humbleness. You can earn back your customers’ trust and support if you put your pride aside, accept the wrongs and correct your mistakes. Going forward with an open mindset and a resolve to make decisions in the future for the greater good of the company.
Conclusion
Cultivating a strong corporate image can’t happen in isolation. You need to align all aspects of your business with a positive mission and vision statement. One that can keep leaders accountable and inspire employees to do the same.
A positive corporate image will look different for every company but will ultimately mean the difference between a good and a great business.
