Corporate image is the public’s perception of a company. It includes the ideas, judgments, opinions, sensations and experiences that consumers have about it, both before and after acquiring its products or services.
The corporate image does not reside in the entity, but in the mind of the public that interacts with it, and should not be confused with the logo or the corporate identity, which we will discuss later.
Corporate image of a company
It is important to point out that the corporate image of a company has a lot to do with its corporate culture. Often, corporations are better known for their paradigms than for their products, which in time leads people to want to know and buy their products.
Those in charge of corporate image design are usually public relations experts. Usually, a company’s corporate image manual includes the deployment of communication campaigns in both traditional and digital platforms. Also, ways to stimulate corporate social responsibility, by establishing commitments to provide solutions to society’s problems.
The objective is to obtain a good public perception, not to promote a particular product or service.
Although it is not direct advertising, having a good corporate image manual and implementing its guidelines greatly improves brand positioning and stimulates sales. A good corporate image design strengthens any advertising campaign deployed by the organization, since the public will be more willing to buy and even help to spread products, services, offers and even the brand itself.
Therefore, it can be said that a fundamental key to success for any company is to achieve a good corporate image.
Difference between corporate image and corporate identity
Corporate image and corporate identity are different concepts. While the former is subjective (it resides in people’s minds), the latter is physical. The latter consists of the visual elements of the brand: colors, typographies, logos, etc. Also supporting elements such as:
- uniforms and decoration
- invitations and business cards
- business cards, fax sheets and corporate folders
- press advertisements
- web sites
- television commercials
- etc.
As it is logical, the difference between corporate image and corporate identity is vital to achieve a good corporate image of a company. In addition, the corporate image manual includes additional elements such as slogan, music, smell and touch, among others with the ability to create an emotional bond with the public.
Corporate image examples
Nike’s logo and slogan are examples of corporate image to learn from. The logo represents the Greek goddess of victory, which also gives the company its name. The slogan, Just do it, is coherent with the values that Nike promotes: efficiency, strength, determination, etc. We can’t forget either the motivational and sporting advertising spots such as Rise and shine.
Another example of a good corporate image is theBMWadvert Do you like to drive? It shows a hand surfing the air outside the window of a car, while different landscapes appear in the background. All this, and then it asks “Do you like driving? Undoubtedly, an ad that stimulated the desire to buy BMW cars.