The name of the company, its logo and the colors that identify it are part of its corporate image.
The corporate image is the representation or figure of a large entity . The concept usually refers to the way in which consumers perceive a company, associating certain values with it.
The first step to understand the meaning of the concept is to determine its etymological origin. In that sense, we have to say that the two words that make it up come from Latin:
- Image emanates from imago , which can be translated as “portrait.”
- Corporate , for its part, is the result of the sum of two components: corpus , which is synonymous with “body” , and the suffix -tive , which indicates a passive or active relationship.
What is corporate image
Image is the figure , appearance , representation or likeness of something. The notion is used to name the visual representation made of an object through photography , painting, design or other techniques.
Corporate , on the other hand, is that belonging to or relating to a corporation . This term (corporation) usually refers to a large company or an organization made up of people who govern it.
The corporate image , in this framework, is made up of various elements linked to perception . On the one hand, it is possible to distinguish visual elements such as a logo , a certain color , typography , etc. It is hoped that people, upon looking at these images, will immediately think of the company.
The development of the corporate image must consider various aspects.
Its components
Specifically, we would have to say that some of the elements that shape the corporate image of a company are the following:
- The name of the entity, which is the first impression that customers have.
- The logo, which can be just words, just images or a combination of letters and images.
- The slogan For it to succeed and resonate with the public, it must be original, direct, different from that of its competitors, and it must also convey credibility to the business it represents.
- The website with its own domain.
- The general appearance. By that we are referring to both the set of brochures and advertising media used by the company and the workers' clothing or business cards.
Other elements of the corporate image
Other factors that make up the corporate image are rather abstract and aim to generate sensations or emotions that people end up associating with the brand . The corporate image of a company, in this sense, is also made up of the solidarity actions that are carried out in its name or the events that the company decides to sponsor.
It should be noted that, despite the efforts of each company, the corporate image is also influenced by external agents , such as the media, unions or non-governmental organizations that issue public opinions and that can influence the perception of the population. .
Sometimes companies find themselves in the need to carry out a change of corporate image. Because? Due to mergers, name changes of the entity, new objectives and strategies, the establishment of new business lines, technical problems, involvement in legal cases.