Have you ever heard the statement, "There's no such thing as bad publicity"? It is one of the most common, yet dangerous clichés ever, and can be a crippling principle when applied to a business. More than anything, a company's corporate image should be carefully protected. A tainted reputation can ruin even the most well-known, high-clientele business, and it can take years to regain consumer confidence once the image of a company is damaged.
While there are many challenges involved with maintaining a solid corporate image, there are a few simple steps a business can take to ensure a successful alignment of company objectives:
- Brand Research: First, understand what it is the company has been lacking, and realign with what the market or industry needs. Evaluate how competitors present themselves and how you can stand out from them. What gaps can you fill in the market and how is your business model different? Brand research starts with a mission and extends all the way to logo design and social media!
- Identify Your Target Clients: Once the company's brand identity has been evaluated, it is imperative that the clients' needs are considered. Think of the clients. What do they want? What kind of company would they want representing them? If your company has done its research, it is easy to understand how to develop content with client needs in mind.
- Develop Brand Guidelines: Creating brand guidelines will ensure consistency. This guideline addresses visual identity, tone of communication, and editorial standards. It is the responsibility of a company—whether it is a small agency or large corporation—to make certain that the employees fully understand what their brand represents. The needs of the client will be directly addressed in design, marketing, social media, and PR.
Corporate image is a strategic and important part of growing within a company's marketplace. Updating the company's goals with what the market needs versus what the company thinks it wants is a big step to ensuring success.