When it comes to business, image is everything; from marketing campaigns and online presence to how you project yourself in public, creating a good company image is vital to grabbing success on the global stage.
The importance of projecting a good company image
What’s so essential about projecting a good company image, anyway?
If you want new and repeat sales from your customers and grow your market share, your brand identity plays a big part. For example, it’s easy to rise to the top only to lose the lot in just a few moments, like Ratner, who lost millions saying something he later regretted.
Image vs Identity
Brand image or identity are interrelated, but they are not precisely the same thing.
Brand identity can be controlled by the business owner and management. Whereas brand image is the perception of the business – i.e. what people believe the company is and what they represent.
Their perception of a business’s image is often founded on what they have viewed or read about a company. For example, customers first impressions of your business are usually visual, and something auditory if you include videos and your brand encompasses the following visible footprints:
- colours of your logo,
- design of your website,
- content of your marketing campaigns
- social media profiles and posts
How To Improve Brand Image
If your business is online, focus on creating a lasting first impression with high-quality online assets. Make sure the images, videos, podcasts and so on are professionally produced.
For your blog content, use copyright frees from sites like Pexels, Pixabay, and if you use Adobe tools like PhotoShop, use their stock photos like we do.
All content, wherever it may end up, must be grammar and fact-checked. For example, blogs do have more leeway to use more colloquial language.
A blog is for opinions, and while some use it as their personal diary, it should have relevant content for your website visitors when it’s your business blog.
All content on your online assets, including a website, blog, social media profiles, needs to comply with a code of content that aligns with your business identity. In other words, don’t add any content that could be deemed as damaging to your brand and thus turn off customers.
To improve your brand image, make sure you have a brand style guide and that all your marketing collateral is consistent and adheres to the color palette, fonts, etc.
99Designs has the ultimate guide to creating a brand style guide.
Once you have your brand style guide make sure it is shared with your third-party providers of video content, social media, marketing, advertising, and sales teams.
Inconsistent use of logos, colors, and fonts is not only confusing. It gives off an air of unprofessionalism and the impression that your business is inexperienced. Avoid giving prospective customers ar reason to choose your competitors, not you.
Code of Conduct
The way you project yourself and your company online, and in person can significantly impact your personal and professional reputation. The same applies to your staff insofar as the information they share online can damage your business image even when it’s on their own confidential user accounts on social media.
How to write up a code of conduct policy is not a one size fits all. Your business identity and what it represents will dictate what goes in your business CoC and consider including:
- Behavioural guidelines
- Dress code
- Company culture
- Company policies
Brand image and identity are identical, but they are similar insofar as you control your brand identity and everyone else has a say on what they believe is your brand image.
Set your team up to succeed with a code of conduct and marketing collateral, so first impressions get the customers through the front door – metaphorically speaking! Keen to read more on having a strong company image? See this article how to attract top talent with a strong employer brand.