Functions of Company Image

So why do we care so much about the company images anyway? I mean, it’s not like it decides what kind of product your company produces, or what it’s like to work there. In the same way, it has no influence on whether your customers will get their product on time, or whether they’ll get the support they need.

In fact, the company image is an entirely abstract concept. It isn’t even really measurable. It is – quite literally – just a bunch of people’s opinions. Should you even care about it?

Well, yes. People opinions matter – particularly if those people are going to buy your product (and as we don’t yet have many robots who want to buy products, that means that images are important).

Where to start

The best places to start by creating an image is with such places as websites and the content that goes out through such tools and your newsletter and interviews. This will create a good guideline that you can then use to influence other image related matters for your company.

For that reason, it is very important that you have an idea of what kind of image that you’re trying to project on such forums. Make sure that they are the best you can make them and that they aren’t riddled with mistakes (so as to keep competence high) don’t be afraid to use outside council to get it right.

The best way to go about deciding what your image should be is to find the right interplay between who you are as a company as well as what your audience is like. There, between those two, you should find the right energy and image that will not just attract your audience but also be a fair representation of who you are as a person. That will make sure that it does not seem forced or fake.

Note that it is important that you do not just project your image outwards. You should also make sure that it holds true for everybody within your company as well. This can, as said before, actually create the environment that you’re trying to project, through the desire to reduce cognitive dissonance on a company-wide level. 

Your image is important. Can you manage without it? To an extent. Some people don’t care. Some people don’t believe what’s being said. It does make it a lot harder, though. It’s a bit like going onto the highway with a lawnmower. You’ll get there, but you’ll get there a lot slower than you otherwise would and you’re making things damn hard on yourself.

What’s more, when you get caught doing something (even if you don’t really do it) you’ll have a lot of explaining to do – which will eat into your time and your resources. 

So spend the right amount of time on creating a good image. In that way, you’ll have it in place when there is a problem and you’ll be able to deflect negative news simply by having that sterling reputation.