Communicating values and mission statements internally and “bringing them to life” is relatively easy for companies to plan and implement. One moves in one’s own corporate world and the external influences remain manageable. Being perceived in society as intended, on the other hand, presents organizations with greater problems. Nevertheless, companies can significantly improve their image if they act in a strategically sound manner and systematically use the available communication tools. In doing so, it is important to accept that every image is always also a product of external factors.

Corporate Identity vs. Corporate Image

In practice, the two terms are often used interchangeably. In fact, however, they are fundamentally different in their meaning. Corporate image describes the external image of a company from the perspective of customers, potential applicants and other stakeholders. Corporate identity, on the other hand, defines what a company is or wants to be, and thus what it wants to embody to the outside world. Only a corporate identity that is lived as consistently as possible creates the conditions for a positive image of a company in society.

Foundations for a sustainable positive image

Modern companies continue to develop themselves or their corporate identity in line with the expectations of society and the demands and needs of their stakeholders. They identify topics and trends whose occupation is of central importance for their perception, i.e. their image. One of these topics is customer orientation and proximity: organizations should deal with their customers honestly, transparently and authentically, thereby creating a basis of trust for sustainable customer relationships. This is because the acquisition of new customers in particular is associated with high costs.
Another increasingly important field of action is hidden behind the “mega topic of employer branding”. The battle for the workforce of the future has already begun. And it starts in your own company, with your own employees. In order for them to have a positive effect on the outside world, they should be regularly informed, trained and educated. In this way, they become a communication medium that can ensure a good employer image more credibly than any image advertisement and thus make a significant contribution to attracting applicants. Beyond that all communication measures should ensure for the fact that an enterprise positively differentiates itself from its Wettbewerber:innen.
Hidden behind the abbreviation “CSR” is the field of the Corporate Social Responsibility: Enterprises summarize hereunder their social, social commitment. It is about making a credible social commitment and giving something back to society. Organizations that are committed to the environment or social issues are perceived more positively than those that are not.
The top-down principle applies to the operationalization of all topics: It is essential that the top management and executives of a company actively and credibly live and breathe the company’s values in these areas. Only if this is the case will employees internalize them and do the same. In addition, the public pays particular attention to how the management of a company behaves, especially in connection with sensitive issues. Who offers here a coherent picture, the image of its enterprise durably to improve and on high level to hold be able.
Bei B+D could support various customers in the last years with the development and optimization of their Corporate Identity strategies and so the conditions for the systematic profiling of enterprise and mark images create. We also support our clients in the operationalization of their strategies, which is particularly effective: Implementation internally and externally takes place through concrete communication measures that are jointly planned and executed (https://www.bplusd.de/leistungen/).

Conclusion

First and foremost, a company must be clear about what kind of company it wants to be, what culture it wants to embody and what values as well as guidelines it wants to stand for. The definition of the corporate identity forms the indispensable basis for a positive image in the society. Even if there are limits to influencing the external impact, the following applies: whoever invests in his corporate identity automatically invests in his corporate image and thus also in long-term success!