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Before discussing how to promote a positive corporate image, it is important to understand what corporate image is in the first place and what we can benefit from it.
Corporate image is what the public is supposed to see when a firm’s name is mentioned. According to the business dictionary, it is a mental picture that springs up at the mention of a firm’s name. It is a composite psychological impression that continually changes with the company’s circumstances, media coverage, performances, pronouncement etc. It is important to note that it is the public perception of the company rather than a reflection of its actual state or position. It is fluid. It can change overnight from positive to negative to neutral. This is why it requires deliberate efforts to shape and maintain.
In the absence of active efforts, corporate image just “simply happensâ€. Since it is how a firm is perceived, active deliberate efforts should be invested to ensure you are perceived right and that the image matches the reality. When it does not, the consequence will be the opposite of the one intended.
A good corporate image is a genuine asset. It translates into naira at the counter and higher stock valuation. Having a good image can be very prosperous for such a reputation can make the firm run smoother and have fewer roadblocks. A company with a good image makes it easier to find talents and people are more willing to do business with a trustworthy company. It brings many businesses and clients to your table.
Following are cost-effective ways of promoting positive corporate image:
The vision and mission as well as the values of the company must be known to all stakeholders, customer included. Make sure you have clear customer focused messages about what your company does, as well as reasons why clients should do business with you. Then put those messages everywhere on your business cards, letterheads, signs in your office, brochures and thank you cards.
Use the internet to promote yourself through email signatures, articles, Website and links, and discussion groups. In this age, if you don’t have an online presence, you don’t exist.
Build your customer base and regularly connect with them by being present in the social networking scene. Create your company account and get your customers involved with activities of your company through relevant updates on your services and intelligent recommendations on matters they normally seek your help in.
Find ways to give back to the community. Get involved with community service activities and where possible make more than a financial commitment. Look for opportunities where your skills can be used, and also you can donate premium prizes that can generate some media attention.
Actively encourage referrals among both customers and employees. It has been estimated that more than 90 percent of business comes as a result of referrals, especially for businesses that offer services.
Use clear, persuasive testimonials and attribute them so your prospects know that these are real people. Tell everyone what you do and how it will help them achieve their goals. And always be sure you speak in plain English.
And always be sure you speak in plain English.
Abimbola Adepoju’s Profile
A public relations practitioner, Client Service and Events Manager, Abimbola has over seven years experience in media relations, event management and corporate communications that spans various companies. He holds a PGD in Mass Communication. An associate member of the Nigerian Institute of Public Relations with vast knowledge of people and program management who has used his skills to manage several events for corporate bodies and nonprofit organizations.
His aptitudes in public relations and program management have helped to build solid brands and elicit good will which culminates in increased productivity and profitability.
He is the Past General Manager of Success Power international, a position that exposes him to more public speaking opportunities
