The corporate image is a term typical of the field of marketing and the economy of the company that includes the positioning of a company in a market and the perception that its consumers, competitors and the rest of the population have in reference to their economic activity and the way they develop it.
Companies try to create a corporate image that makes them stand out from the rest of a given sector in order to be identified and acquire greater relevance or market power. This is done in a number of ways, mostly through a series of marketing strategies and a strategic plan.
In other words, the construction of a well-designed corporate image allows an organization or company to differentiate itself, make itself recognizable and attractive in the market and transmit a series of economic, human or professional values to the public or to its potential consumers or clients.
Therefore, the construction of a firm and remarkable corporate image is, without a doubt, a good mechanism that firms have when it comes to increasing their profitability or having better sales ratios of their goods and services. At the same time, the image must be a true reflection of the goals, values and mission of the firm.
The corporate image must be closely related to the corporate identity, just as there must be a clear coherence with the portfolio of products offered in the market and its nature.
Elements that make up the corporate image
The elements that make up the corporate image are mainly:
- Company name.
- Name and nature of the different products that are part of the corporate portfolio; both those already present and those of new creation.
- Logos and other graphics used by the company in its economic activity.
- Facilities or venues. A very clear case is Google's innovative headquarters in Silicon Valley and the personality it denotes.
- Slogans, commercial proclamations, advertising jingles or slogans, which directly direct the public to the company.
- With the advancement of new technologies and media, the web positioning in social networks and online platforms of the company can become very flattering.
- Other factors such as reputational and the importance of its corporate social responsibility (a company is not only dedicated to offering its products, it also has a certain degree of responsibility with the environment in which it is located and with society).
All these elements must be used together and consistently to emphasize the image that the company wants to show abroad. For example, an efficient faithful image would not be built if a butcher shop designed its logo with a crab on it or used taxis as a corporate vehicle.