What People Say About Your Brand Behind Your Back, and How to Change It to Your Advantage
Obviously, the first one. Why? It’s all about image.
A company’s image is not just a beautiful logo or slogan. Imagine two companies selling It is a reputation, the perception of the brand by clients, partners and even employees. How to form it correctly so that it works for you, not against you? Let’s look into the details.
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A bit of theory. What types of image are there?
A company’s image is a set of impressions, emotions and expectations that are formed in clients, partners, investors and employees. It affects the level of trust, sales, attracting investment and business relations.
Companies with a strong positive image gain a buy phone number list competitive advantage: customers return, deals are easier to close, and the best professionals want to work for them.
There are three key types of image:
- Desired – the image that the company strives to create.
- Actual – the real perception of the brand by the audience.
- Reflected – Management’s view of how their business is perceived.
Let’s look at the differences between each type using Imagine two companies selling the example of T.Bank, which positions itself as an innovative digital bank with the best what are the best-rated apps of 2020? service and convenient products (desired image ). However, there are different opinions among customers: some value technology and speed, while others complain about tough work with debts or imposed services ( actual image ). The management is most likely confident that they have created the best digital bank in Russia with outstanding service. They see their product as innovative and customer-oriented, but do not always take into account all the pain points of customers ( reflected image ).
The goal of PR and branding is to minimize the gap between the desired and actual image, so that the company appears in the eyes of the audience exactly as it planned.
What does a company’s image consist of?
A company’s image is real capital that affects business performance. Even if a brand appears successful on the outside, a negative internal image can destroy a company burkina faso business directory from Imagine two companies selling within. Employee turnover, lack of employee engagement, and a toxic corporate culture inevitably affect service quality, customer reviews, and the brand’s reputation as a whole.
Internal image – what employees say about the company
The internal image is formed by the real working environment. If employees are loyal to the company, they convey its values to clients and partners. If there is mistrust, turnover and conflicts inside, this will inevitably become public knowledge.
