What is corporate image and why is it a key element for your company?

If you wonder what is corporate image and why is it a key element for your company, this guide will help you out. Have you ever wondered what is the difference between corporate identity and corporate image? These are two terms that are often confused, although they are closely related, in essence, they are totally different.

What is the corporate image?

Corporate identity refers to the perception that an individual has about your brand, the corporate image refers to the perception that the public has about your company, of course, it is an inherent element of the brand and an aspect that must be built in great detail.

The importance of corporate image

Paul Capriotti mentions in his book that the image of your organization is nothing more than the mental construction that the public of a company has around it, it is an element that conditions the way in which your company or organization will relate to the environment because the perception that your public has of you will depend on their interaction with your brand.

Capriotti also emphasizes that it is a strategic element for companies because it allows you to differentiate and position yourself as a reference in the market, and also allows you to offer a positive vision of what you are and what you do within your sector.

What are the benefits of a solid corporate image?

The result of a solid image is undoubtedly a good reputation, the importance of this element lies in the fact that, on some occasions, it is part of the decisions made by the public of your organization with respect to your brand. A good reputation would undoubtedly open the possibility of placing your organization at the top of the mind of your consumers or customers and consequently increase the possibility of increasing your sales.

On the other hand, at the organizational level, a good image helps you establish solid relationships as it attracts the right people, which can refer to key human resources elements, as well as potential allies and potential buyers. In addition to the importance of reputation, the studies show that on average executives consider that 63% of the value of their organizations is based on the reputation they have, so it is essential to build the image we plan to project on a daily basis.

Where to start?

Beyond the mental image and the perception that your audiences have regarding your brand, the corporate image can and should also land in a more tangible element and therefore more visual, so it is essential that before presenting yourself to the market of competitors, you are prepared to show who you are, in this sense, your corporate identity must be fully established because of it will emerge elements that will help you build your image, these elements are the logo, the typography you will use, the colors that will help you stand out in the market and of course your mission, vision, and values.

Remember that your image depends on you and is built through the messages that you share, however, it is also exposed to multiple stimuli from external audiences, so it is important to be attentive and cultivate good practices both inside and outside your organization, it is essential that you are consistent because in this way you will build a solid and positive image within your industry.