Your Corporate Image

Creating Your Corporate Image:


Does having the right image help me sell more?

Imagine Macdonalds without the Golden Arches, St George Bank without the Dragon or Microsoft without the Coloured Windows. For any corporation creating the right corporate image and branding is essential. It defines not only who you are but what you stand for and attracts public recognition through perception. Your Corporate Image distinguishes you from your competitors and frames a picture in the minds of your buying public. It depicts the principles, beliefs and productivity of the company. This image is responsible for increasing the sales of your products and ultimately to achieving brand equity. Does Corporate Image Creation work? Absolutely!

Image Creation is a strenuous and time consuming process that is carried out by experts who can often charge hundreds of thousands of dollars for the privelege so believe me, it’s big business.

Image creation combines the talents of marketing experts, graphic designers and design architects who plan everything from your logo, your catch line, your corporate wardrobe, colour scheme and much more down to the minutest of details. Since your corporate image is targeted to attract the customers it should be highly appealing.

The name of the corporation and its catch line should reflect its belief like Wal-Mart, which says that it sells for less. A logo should also be designed accordingly. Like the corporation FedEx has an arrow incorporated in its logo which depicts its fast and efficient service. Once the image is created by the corporation the next step is advertising and product distribution in the marketplace. If your corporation for instance created luxury products you may need to use highly recognisable celebrities and specific models to feature in your ads. Different promotional techniques relate to different brands, products and industries. Occasionally corporations may need to revamp their image to cater for the fast changing demands of the consumer. For instance ANZ Bank and Commonwealth recently changed their branding, Logos and Corporate Image and it was so subtle most people never even noticed.

Testimonies of news papers, magazines, and labor union can deteriorate a well-created corporate image. Simplest of controversies can be exaggerated by the media and spoil the name of the company. Controversies are born by the interference of organizations related to environment, religion, crime, politics, education and charity. Government, too, is another powerful and influential organization by itself.

At Gold Coast Internet Marketing we say, once the corporate image is created, it should be retained. It should not be like here today and gone tomorrow. This image should be reflected in all the brands and product line of the corporation. Even if one of the products isn’t up to the mark, it will lead to confusion among the consumers and will hit the sales of the company. Like recently there was controversy about a particular contact lens solution of a company. It was supposed to be infecting the users with a rare disease. This not only affected the sales revenue of that particular product but also made the customers think and raise question about the authenticity of other products of that particular company.

Another company’s products had hidden non-vegetarian ingredient in a vegetarian product. This led to the decrease of trust among the customers. In such a case the company should either advertise itself as a company selling non-vegetarian food or it should invest in promoting the company as vegetarian by introducing more vegetarian products. So the image of each individual product of the company makes up for the complete image of the corporation. And last but not the least, the image should be very realistic, truly representing its values and should have a personal touch with the consumers. Call us now on 0416051588 to discuss our free image consultation.

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