If you have ever wondered what the difference is between a company that succeeds and another that falls by the wayside even offering the same products, I will tell you that the brand image plays a very important part in the final result.
A good design of the corporate image is key in such a competitive environment, in which the creation of new companies arises at every moment at a surprising speed. In addition, the client knows very well what he wants, and has all the facilities in the world to compare, choose and demand the best.
It could be said that the corporate image is the reputation of a brand, it describes its activity, its values and its character. And it arises from the fusion between the product or service that the company offers and the values and philosophy that it wants to transmit to the client.
What is the corporate image?
The concept of corporate image is one of the most important to take into account when creating a company. It is the way in which consumers perceive it based on a series of associated elements with which the company is identified and which generate a first impression on the target audience.
We could divide the concept of corporate image into two sectors. In one would be the visual elements such as the logo, color, typography, slogan, etc. And on the other hand, the most difficult elements to identify are those with more abstract characteristics whose aim is to provoke sensations or emotions that are associated with the brand forever; the values of the brand, its intentions, the motto…
When designing a corporate brand, external factors such as advertising must be taken into account. Since sometimes, the way in which our company could be advertised could distort the true spirit of our brand and come to be perceived in the target audience in a different way than we wanted.
If you notice, all the big companies have a good logo and a slogan that reaches people. That is why it is very important to dedicate time and effort to creating a powerful corporate image, since it will generate great benefits in the short and long term.
But let’s think about big brands like Coca Cola, whose colors come to mind as soon as we name it.
What is the corporate image for?
The corporate image of a company reflects the personality, the expectations and ambitions and the personality of a brand, with all this it achieves a message that is the one that reaches the target audience.
The main objective in the first instance is to show the client the benefits and advantages of your product or brand, subsequently achieving directly or subliminally an emotional bond and trust. All companies, even if they do not communicate anything, continuously send messages around them. The visual image is one of the means that companies use the most to transmit and manifest their identity.
The corporate identity of a company is like the personality of people, it is made up of their values, their desires, their attributes, it is the soul of the company. And it is this very thing that will make it stand out from the rest, what makes the time unique and identifiable, different from the others.
What is the corporate image of a company made up of?
The corporate identity of a company is made up of both tangible and intangible aspects. The tangibles refer to those that present an aesthetic character such as the visual representation of the logo, the corporate graphic design choices, the communication elements such as colors, typography, etc.
Intangibles refer to everything else, to the character and personality of the brand. To their values and interests, to their identifying traits and individual personality.
Therefore, a powerful corporate image has to be physically attractive and also know how to convey the values and advantages of the brand in order to achieve a positive influence on the target audience.
Why is corporate image so important?
It is essential that we take into account the importance of working on the design of a good corporate image when creating a company, since it is a determining element when it comes to achieving success.
- Work the emotions. The corporate image does not only represent a product, it is about the essence of the company, the face that it is going to show to the public. They are the values with which it wants the target public to identify the brand. And it is the emotion that it provokes in the public, when recognizing the brand.
- Get an emotional bond. Currently, companies know that it is not enough to sell a product and offer the best quality, you also have to reach the hearts of customers, you have to provoke feelings and stir them up inside, make them feel identified with what they are going to consume. Companies therefore seek to offer experiences, unforgettable moments, to make themselves essential and positiononate as brands whose consumption is a pride for customers.
- Loyalty. A corporate image helps user loyalty, it is important to maintain the presence of customers since the competition is very great and we do not want them to go to another company for not knowing how to retain their presence
- Add value to the product. The corporate image also increases the value of the products or services offered by the brand. If a company shows a refined image, takes care of its details, it is shown in a reliable and friendly way to the public, it transmits those characteristics to its products as well.
- Strengthens the brand. The corporate image is also very important to strengthen the link with the user and give him confidence. To offer a feeling of professionalism, which increases the value of our products. A certain pride is generated by being part of a brand and sharing its values.
- Offering a positive image to the target audience is the key to success, as it is one of the determining factors for the final decision. Therefore, we must strive to build a strong brand image that reaches our potential customers so that they have positive opinions about us and our products.