Identity
A company’s identity is the visual manifestation of the company’s reality as conveyed through the organization’s name, logo, products or services and any other form of tangible assets created by an organization. Examples: Mercedes, Nissan and Microsoft. When we hear these names it identifies the company and to which industry it belongs. Identity also helps companies differentiate itself from other competitors in the same industry and needs to be consistent. Example: how Shell differentiates itself from ExxonMobil being in the same industry.
Shaping identity
Creating an identity is the only part of shaping a company’s reputation an organization can completely control. Create an inspiring corporate vision that positively communicates with the desired constituencies. Branding and brand management are critical components in shaping identity. Branding refers to names and logos to identify certain products or a class of products. Examples are Lexus from Toyota and Chevrolet from General Motors. Company names are also used to signify what the company stands for e.g. Accenture is a combination of two words accent and future. Change of identity is also sometimes necessary e.g. Muzak with its new identity.
Image
Image is a reflection of an organization’s identity as seen from the viewpoint of its constituencies. A company’s image can be varied depending on the constituencies involved. Mercedes can have different images among different customers. Understanding the image and identity is important to know what the organization is about and where it’s headed. Companies with strong image usually have a larger market share. It also means that all communication strategies adopted to communicate with its constituents have been effective. Another important factor is the company’s image within an organization. A productive corporate culture is reflects a sound company’s image within the organization. Employees feel privileged to work with the organization as in the case of IBM, DELL, Starbucks etc. A company can also enhance its image by contributing more towards community and environmental cause.
Reputation
Reputation is the company’s status from practices or actual delivery of products and services as portrayed by the identity and image. Reputation is entirely based on the actual perception of the constituents involved. When identity and image are aligned, this forms the foundation for a solid reputation. The rest depends on the actual performance of the company in communication and delivery. A strong reputation has important strategic implications for a firm as it calls attention to a company’s attractive features and widens the options available to its managers in pricing or implementing innovative programs. It forms the basis for developing a competitive advantage, attract and retain the best talents as well as loyal customers and business partners.
Reference:
Guy, “Consultant to Launch Big Effort to Advertise Its New Identity.”
A company’s identity is the visual manifestation of the company’s reality as conveyed through the organization’s name, logo, products or services and any other form of tangible assets created by an organization. Examples: Mercedes, Nissan and Microsoft. When we hear these names it identifies the company and to which industry it belongs. Identity also helps companies differentiate itself from other competitors in the same industry and needs to be consistent. Example: how Shell differentiates itself from ExxonMobil being in the same industry.
Shaping identity
Creating an identity is the only part of shaping a company’s reputation an organization can completely control. Create an inspiring corporate vision that positively communicates with the desired constituencies. Branding and brand management are critical components in shaping identity. Branding refers to names and logos to identify certain products or a class of products. Examples are Lexus from Toyota and Chevrolet from General Motors. Company names are also used to signify what the company stands for e.g. Accenture is a combination of two words accent and future. Change of identity is also sometimes necessary e.g. Muzak with its new identity.
Image
Image is a reflection of an organization’s identity as seen from the viewpoint of its constituencies. A company’s image can be varied depending on the constituencies involved. Mercedes can have different images among different customers. Understanding the image and identity is important to know what the organization is about and where it’s headed. Companies with strong image usually have a larger market share. It also means that all communication strategies adopted to communicate with its constituents have been effective. Another important factor is the company’s image within an organization. A productive corporate culture is reflects a sound company’s image within the organization. Employees feel privileged to work with the organization as in the case of IBM, DELL, Starbucks etc. A company can also enhance its image by contributing more towards community and environmental cause.
Reputation
Reputation is the company’s status from practices or actual delivery of products and services as portrayed by the identity and image. Reputation is entirely based on the actual perception of the constituents involved. When identity and image are aligned, this forms the foundation for a solid reputation. The rest depends on the actual performance of the company in communication and delivery. A strong reputation has important strategic implications for a firm as it calls attention to a company’s attractive features and widens the options available to its managers in pricing or implementing innovative programs. It forms the basis for developing a competitive advantage, attract and retain the best talents as well as loyal customers and business partners.
Reference:
Guy, “Consultant to Launch Big Effort to Advertise Its New Identity.”
Naseem Javed: “Playing the naming game.”
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