Corporate image is like personal reputation and is built through honesty, quality products, and positive employee interactions. It is important to maintain credibility as it can be difficult to restore once lost. Employees play a crucial role in building a company’s image.
Building a corporate image is similar to building a personal reputation. Businesses, like people, develop a certain reputation among their customers, employees, shareholders, suppliers, neighbors, and even government agencies. Corporate image is the perception created by a company or corporation for a specific audience. Building corporate image can be as simple as following a few rules, like striving to be honest and truthful, believing in a product or service, and planning to succeed. It’s simple, but it’s not always easy, especially in a world where consumers tend to distrust or actively avoid large corporations.
Deciding from the outset to be truthful in all aspects of a business is the single most important factor affecting a corporation’s image. Building the corporate image based on truthfulness gives credibility to business with those outside the corporation and also with those inside. The old adage “Honesty is the best policy” is especially true in business. Once a company loses its credibility, it can be extremely difficult to restore. Companies trade their reputation, or corporate image, for honesty and trust. From the chief executive to the newest employee, a corporation’s credibility and image depend on how these people behave every day.
The quality of services or products offered also has a lot to do with building a successful corporate image. When a company produces a substandard product or service, it affects the entire company in a negative way. Employees must feel that the products or services they provide have real value and are useful to the customer. This attitude of producing a solid product or service and adding value to customers starts at the highest levels of leadership in a corporation. Employees, suppliers, shareholders and organizations that associate with a company whose corporate image indicates it provides honest value to its customers can only benefit.
For most companies, building a corporate image is in the hands of their employees. For example, a commercial airline may have a nice looking aircraft, but the majority of an airline’s corporate image is with the employees seen by the public on every flight. An airline that encourages its employees to interact with customers with humor, enthusiasm and a positive attitude understands this. Restaurants are another example where the interaction between an hourly worker and the customer is the main force in building a good corporate image. Perhaps the best tip for creating a corporate image is to ensure that employees treat everyone with the utmost respect.
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