The importance of company image from a PR point of view cannot be overlooked. While it is true that your client needs to offer high-quality products/services that are good value for money, a brand will also need to be seen favorably by their target audience in order to succeed.
Modern-day consumers will only shop with businesses that they deem to be trustworthy and likable, but this can be hard to develop. Additionally, it can be challenging to change how a company is perceived as a brand, so it’s important to know how to create a positive company image from the start. Read on for a few tips.
Humanize the brand
Consumers like to feel that they are dealing with people, not a faceless corporation. This means that you need to find a few ways to humanize your brand, which can help to build a connection with your target audience. This could include:
- Employee profiles on the company website
- Video interviews with key figures
- Sharing the company story
- Introducing yourself when communicating
- Hosting company events
Express company values
In today’s society, there are many issues at the forefront which can influence how people feel and behave. It can be a smart move for a business to support movements that are in line with their company values, but keep in mind that a business should never show support for anything which could be offensive or divisive. A few examples of social movements to stand for include:
- Feminism
- Anti-racism
- LGBTQ rights
- Environmental Protection
Create a healthy company culture
It is hard to create a positive company image when you are working with a business with disgruntled employees, especially in the social media age where business operations are much more transparent. Creating a healthy company culture will portray a positive image of the business to the outside world while also creating an enjoyable working atmosphere that everyone can benefit from.
Master digital marketing skills
In the internet-driven age, a brand must be highly visible online in order to succeed. Not only does this direct more traffic to a company site and increase the chance of sales, but it also boosts a brand’s reputation, as those that appear near the top of SERPs are deemed authoritative sources. It can be hard to climb through the ranks, but an established digital marketing agency that has a clear understanding of the basics of SEO will be able to deliver the best results.
Use social media correctly
Leading on from this, social media proves a platform for modern-day businesses to present their brand to the world. This can make it a great tool for improving company image, but it can also be dangerous when used incorrectly. A few tips include:
- Posting informative and engaging content
- Interacting with your target audience
- Using non-controversial humor
- Avoiding spam
- Reinforcing company values
This information should help a business to improve their company image which, in turn, should lead to greater success. Consumers will only use a business that is deemed positive and trustworthy, so it is always important to take steps to ensure that you help your clients to build a positive reputation for the outside world.
