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Transcript of Corporate Image
By: Omaima Debbagh and Ahmad Musleh
Managing Corporate Image
They create a link between corporate strategy, internal and external communications and the management of corporate identity.
They recognize visual identity and design as a management tool that they use in planned and consistent way.
They demonstrate leadership and excellence in their services and products and communicate it clearly and consistently.
Their corporate image brings a sense of purpose to both employees and clients.
They see their corporate identity as an important asset that must be valued and constantly developed.
A communicative and distinct title usually leads to good publicity for the corporation. Ideally a title should not share any similarities with any others, for example when many different organizations in Canada begin with the word Canadian, the ability to recognize each one individually can be difficult.
What is Corporate Image?
A business makes itself distinct through the image that it presents to the world, through collateral like business cards, letter heads, brochures and other options. It is the a physical expression of the company's brand, an extension of the culture that is already expressed through the communication style and behavior exhibited to maintain the image of the business.
The Importance of Corporate Image
In a fast-paced and competitive world where the consumer has millions of options available to them, a company needs a strategy to establish a solid presence in the marketplace. A strong and reputable corporate identity definitely helps achieve all desired business objectives.
The consistent design of a corporate identity, in accordance with objectives set for the business such as upholding and reflecting the values, traits, principles, future ambitions, and the visionary goals of the business, and customers who feel connected to this image are more likely to develop loyalty towards the business.
"Corporate Identity expresses your business's brand personality and sets you apart from the competition"
Building a Corporate Persona:
When we meet a person, the first impression has the most impact, and we form our opinion about the person from what gather from that impression. this is the same way we treat products and companies. To stand out from their competitors, every company needs to have a good brand image, to create a unique and attractive appearance and identity in a client's mind.
Personal experiences with a corporate identity influences consumers and their purchasing decisions. A corporate image with a strong and positive impact creates a favorable mental image of the business in a consumer's mind, and a strategically planned identity will give the business more referrals and repeat business.
Businesses may occasionally need to update their corporate identity, if they choose to target a new audience or as the world changes and ideas change. design professionals can help with up to date attention grabbing logos, impressive business cards, elegant letterheads, inviting envelopes, stunning brochures and other identity elements.
The Concept and Purpose of Corporate Image:
The concept of corporate identity and its management evolved over the years, and programs are now in place in most large organizations in the private and public sector. it is generally defined as a management technique for communicating an organization's unique characteristics to the consumer. Pretty much every organization, regardless of size, has a corporate identity and it can be either formal or informal. It all depends on whether the organization manages its corporate identity in the most effective way possible.
Corporate identity management is based on public policy and service to the public, and consistent with the business's strategic communication plans.
An identity program is not a "quick fix" to a problem of corporate communications, it shouldn't represent something the corporation isn't either. While developing an identity, you have to examine the corporation's past, present and future situations. Designing a corporate identity takes a complex graphic design and requires support from the senior management both for its creation and its maintenance.
The idea behind a corporate identity program is that everything the institution does, everything it owns, every service it provides, should project a clear idea of what the business and its goals are. Managing the image of a business is taking an extensive look at the corporation's activities, how they are being identified and how the public perceives the corporation.
How is it advertised to the Consumers?
Corporate image is constantly being communicated internally and externally and its sources can be classified as follows:
The titles used for the corporation, its branches, divisions, programs, services, offices, and personnel.
the hierarchy of a corporation, the degree of relationship between the institution and organizational entities.
All forms of visual communication such as the symbols, logotypes, corporate signatures, type styles, formats and colors.
Awards, certificates, and citations presented by the institution.
Stationary, calling cards, forms, signage, facilities, vehicle identification.
Published material, audio-visual productions, exhibits, advertising, public relations, special events, speeches and presentations.
Although corporate identity focuses on communications with the public, it applies just as much to internal communications. A corporation would appear confused if clients and employees were to receive different messages. This means that all information material for both external and internal use should clearly convey the corporation's unique identity.
The management of corporate image involves the initial phase of selecting a name and signature, as well as the ongoing activity of implementation. The need to manage corporate identity is now well recognized and organizations that are known for innovative management share similar characteristics:
Basically the purpose of managing corporate image is to achieve clear and effective recognition of all their activities that is consistent with the strategic plans for communicating programs. A corporation's image should display a sense of purpose, quality, and integrity. It requires the full support of senior management and the active involvement of those concerned.
An corporation's title is key to its identity, because a title helps define and position the corporation. And selecting a title is one of the most important decisions and requires the approval of ministers.
Certain policies require corporations and businesses to use an approved title, called "applied titles". The purpose of these titles is to express the function of the business to the public and to identify it as an institution of the government. Here are some examples of applied titles:
Department of Finance Canada
Energy, Mines and Resources Canada
Abbreviations are part of a corporation's nomenclature.
To ensure a company's title abbreviation is understood, it should always be in context to the full title.
An organization's is expressed through its corporate signatures.
For example, the Government of Canada signature is its universal identifier, whereas ministers,senior officials, departments, branches, commissions and programs are identified by distinct signatures
The example shows the relationship between organizational structure and corporate signatures
To meet special requirements, some institutions may need to adopt a short version of their applied title. For example, the canadian coast guard uses a brief title to identify employees or members.
Dynamics of Corporate Identity
Public recognition of an institution is achieved and reinforced through the consistent application of its corporate signature.
Important factors of Corporate Image are:
1. Continuity and Uniformity
Corporate Image are dynamic and therefore subject to changes in corporate culture and strategy.
Managing corporate image means being flexible to change, and responding to new strategies while at the same time preserving the institution's permanent values.
Quality and Integrity
Managing corporate image means being responsible for its quality and integrity.
The recognition of value of corporate image depends on good quality reproduction which should be monitored in all forms such as : signs and directory boards...etc.