Structure of the company image
Posted: Mon Jan 27, 2025 9:11 am
Structure of the company image
Image can be divided into two main types - external and internal. In the first case, the relationship is directed at the target audience, competitors, investors and partners, in the second - at buy bitcoin email list employees and management. Both types contain components of the company's image, which we will analyze below.
External image
It consists of several elements, but the main one is the image of the company that has been formed by customers, partners, suppliers and all those who interact with them from the outside. The external image forms the idea of the organization as a reliable market participant. It is influenced by:
positioning . This includes the values that the company is trying to convey, its characteristics and recognition. For example, the black and yellow color of Beeline, which helps to easily identify the office of the telephone provider;
social support . A company's profile is positively influenced by its participation in charitable foundations and programs. For example, Nestlé actively supports the Red Cross in Russia;
level of services and quality of goods . This includes everything related to pricing, the quality offered, the level of service and the bonus policy. The DNS online appliance store offers a wide selection of goods, additional bonuses when purchasing and timely delivery;
external business contacts . Interaction with suppliers, competitors and other persons creates a unique business image of the company. Giant corporations in their industries always monitor the actions of competitors, such as Sberbank and Tinkoff.
Of course, we have covered a small part of the full list of factors. Each industry has its own unique elements that have a significant impact on external image.
Example. You decided to buy a microwave, so you started visiting websites with home appliances. Then you noticed that there is a toaster from Black&Decker in the kitchen, it has been working for a long time and is still in excellent condition (quality). Moreover, your colleague mentioned that he recently bought a kettle from the same company and received double cashback (customer service).
What is the probability that a person will pay attention to Black&Decker? In his head, the understanding has already formed that the company offers quality for a reasonable price, which means that his choice will stop at this brand.
Internal image
The attractiveness of the company to employees. In this case, the prestige of the company as an employer is assessed. The following factors influence the internal image:
Management style . Individual image and the way management treats employees. Perhaps one of the most striking representatives is Steve Jobs, whose appearance and behavior emphasized the innovativeness of his company.
Corporate culture, internal policy . Includes social package, working conditions, internal holidays, etc. Example: McDonald's is a world leader in fast food, whose employees have a large social package and various bonuses.
Employee image . Level of professionalism and experience, social characteristics, corporate communication. In the Russian IT company Yandex, the majority of employees are young people, and communication within the team is non-standard.
We have not covered all possible factors, describing only the main ones. Completely different elements may be important for your business.
Example. The situation occurred at a meat processing plant. One of the technologists at the production facility had a row with the shop manager over a work issue. Conflict situations often arose at the plant, so there was nothing surprising about it.
However, the employee could not simply forget about the quarrel, so he began spreading rumors among his acquaintances about the low quality of the products. As if the company uses flavor enhancers and low-grade raw materials.
People began to believe this man, since he was an employee of the meat processing plant, and therefore was well acquainted with the manufacturing procedure. The rumors significantly reduced the sales volume of sausages and undermined the trust of buyers in the company.
Image can be divided into two main types - external and internal. In the first case, the relationship is directed at the target audience, competitors, investors and partners, in the second - at buy bitcoin email list employees and management. Both types contain components of the company's image, which we will analyze below.
External image
It consists of several elements, but the main one is the image of the company that has been formed by customers, partners, suppliers and all those who interact with them from the outside. The external image forms the idea of the organization as a reliable market participant. It is influenced by:
positioning . This includes the values that the company is trying to convey, its characteristics and recognition. For example, the black and yellow color of Beeline, which helps to easily identify the office of the telephone provider;
social support . A company's profile is positively influenced by its participation in charitable foundations and programs. For example, Nestlé actively supports the Red Cross in Russia;
level of services and quality of goods . This includes everything related to pricing, the quality offered, the level of service and the bonus policy. The DNS online appliance store offers a wide selection of goods, additional bonuses when purchasing and timely delivery;
external business contacts . Interaction with suppliers, competitors and other persons creates a unique business image of the company. Giant corporations in their industries always monitor the actions of competitors, such as Sberbank and Tinkoff.
Of course, we have covered a small part of the full list of factors. Each industry has its own unique elements that have a significant impact on external image.
Example. You decided to buy a microwave, so you started visiting websites with home appliances. Then you noticed that there is a toaster from Black&Decker in the kitchen, it has been working for a long time and is still in excellent condition (quality). Moreover, your colleague mentioned that he recently bought a kettle from the same company and received double cashback (customer service).
What is the probability that a person will pay attention to Black&Decker? In his head, the understanding has already formed that the company offers quality for a reasonable price, which means that his choice will stop at this brand.
Internal image
The attractiveness of the company to employees. In this case, the prestige of the company as an employer is assessed. The following factors influence the internal image:
Management style . Individual image and the way management treats employees. Perhaps one of the most striking representatives is Steve Jobs, whose appearance and behavior emphasized the innovativeness of his company.
Corporate culture, internal policy . Includes social package, working conditions, internal holidays, etc. Example: McDonald's is a world leader in fast food, whose employees have a large social package and various bonuses.
Employee image . Level of professionalism and experience, social characteristics, corporate communication. In the Russian IT company Yandex, the majority of employees are young people, and communication within the team is non-standard.
We have not covered all possible factors, describing only the main ones. Completely different elements may be important for your business.
Example. The situation occurred at a meat processing plant. One of the technologists at the production facility had a row with the shop manager over a work issue. Conflict situations often arose at the plant, so there was nothing surprising about it.
However, the employee could not simply forget about the quarrel, so he began spreading rumors among his acquaintances about the low quality of the products. As if the company uses flavor enhancers and low-grade raw materials.
People began to believe this man, since he was an employee of the meat processing plant, and therefore was well acquainted with the manufacturing procedure. The rumors significantly reduced the sales volume of sausages and undermined the trust of buyers in the company.