The Roles of Advertising & Communication in Corporate Images
The term "corporate image" refers to the public's perception of a company, which may be negative, positive or neutral. It can change, as when a company experiences a crisis, such as British Petroleum's Gulf of Mexico oil spill in 2010.
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The Message
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Businesses choose specific attributes to emphasize in their advertising and other communications to create, impact and/or change their corporate image in the minds of customers, employees, competitors and the general public. Rather than specific products, many companies emphasize their reliability, their longevity, or their emotional connection to customers, to build loyalty.
Advertising
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Advertising, paid announcements the company places in print, online or on other broadcast media to draw public attention and interest, provides corporate image-building opportunities if you know how you want your company perceived. Shape public opinion by portraying that perception consistently in all the media you use to advertise. Address your target audience in terms and images that appeal to them. Global companies use multicultural models in their ads to connect with customers worldwide.
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Communications
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From business cards to websites, consider your marketing-support materials, public relations activities, internal communications, even your charitable donations as corporate communications that can enhance or muddy your corporate image. Consistent logo, layout, and color use reinforces a message of professionalism and quality before the first word of content is read. Internal communications provide similar image reinforcement to your employees, influencing their performance to underscore your corporate values and image.
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References
Resources
- Photo Credit romantic corporate man image by Gina Smith from Fotolia.com
