Let’s look at the differences between each type using the example of T.Bank, which positions itself as an innovative digital bank with the best 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 What does a company’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 from 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.
Key components of internal image:
- Management reputation – management style, What does a company’competence level, trust in decisions. Top management is the face of the company not only for clients but also for employees. If management practices an authoritarian style, ignores staff requests or makes chaotic decisions, this creates a toxic atmosphere.
- Employee image – how proud they are of working for the company, how they interact with each other and with customers. The appearance of employees in the sales and service areas is part of the corporate image.
- Corporate culture – real working conditions, motivation level, opportunities for professional and career growth. Bonuses, voluntary health insurance phone number list and corporate events will not replace respect, a clear growth system and meaningful work.
- Employee engagement is one of the key indicators of internal image. Companies often make mistakes, assuming that engagement grows only due to salary increases. However, in practice, employees’ emotional attachment to the brand, their belief in the company’s mission, and job satisfaction are more important. Engagement can be measured through anonymous surveys, eNPS (Employee Net Promoter Score) indices, and regular conversations with employees. Mistakes that companies make:
- Insufficient feedback – employees do how apps help in office building management not understand how their contributions impact the business.
- Ignoring the opinions of staff – lack of dialogue with management reduces motivation.
- Lack of growth – if people don’t see any prospects, they lose interest and leave.
How it works in practice
One of our clients (a food manufacturer) faced a seriousWhat does a company’ problem: high staff turnover and poor response to vacancies. New employees left burkina faso business directory in the first months, and negative reviews on HR platforms only made the situation worse. To change the situation, we proposed a comprehensive strategy:
- We established feedback through anonymous surveys.
- Strengthened corporate culture and internal communications.
- We introduced a mentoring system for new employees.
- We developed a tactic for working with reviews and motivated employees to leave honest comments.
The results were not long in coming: in six months, the turnover rate decreased, the percentage of accepted offers increased by 80%, and the level of staff loyalty increased significantly. This clearly shows how the internal image of the company directly affects business results.
