The image of a company, business, product or service
Posted: Thu Jan 30, 2025 10:13 am
The image of a company, business, product or service is a set of impressions, associations and ideas that are formed by consumers, partners, employees and other interested parties. Image influences how a company, its products or services are perceived in society and plays a key role in making decisions about cooperation, purchase or choice.
What does image include?
Visual image is how a company, product or service is presented visually:
Logo and corporate identity . Example: Apple is associated with south africa email list a minimalist logo and laconic design.
Packaging design . Unique and stylish packaging helps to create a positive impression.
Office, store, website design . Cleanliness, order and aesthetics are important for the perception of the company.
Verbal image is the style and tone of a company’s communication:
Speech and tone of communication . Example: Luxury brands use a formal and sophisticated style, while youth brands use a friendly and informal style.
Slogans and advertising messages . A well-written slogan becomes part of the image. Example: "Just Do It" (Nike).
Content : Social media, articles and publications also influence the perception of a company.
Emotional image - is associated with the emotions that the brand evokes in consumers:
Associations . Example: Coca-Cola is associated with joy and celebration.
Emotional connection : Customers often choose brands that evoke positive emotions or support their values.
Social image is the company's reputation in society:
Customer Reviews : Positive reviews and recommendations strengthen your social image.
Participation in social projects . A company with a high level of social responsibility is perceived positively.
Professional image - determines how a company is perceived in terms of its competence:
The quality of a product or service . Example: Toyota is known for its reliability.
Service level . Politeness and professionalism of the staff create trust.
What does image include?
Visual image is how a company, product or service is presented visually:
Logo and corporate identity . Example: Apple is associated with south africa email list a minimalist logo and laconic design.
Packaging design . Unique and stylish packaging helps to create a positive impression.
Office, store, website design . Cleanliness, order and aesthetics are important for the perception of the company.
Verbal image is the style and tone of a company’s communication:
Speech and tone of communication . Example: Luxury brands use a formal and sophisticated style, while youth brands use a friendly and informal style.
Slogans and advertising messages . A well-written slogan becomes part of the image. Example: "Just Do It" (Nike).
Content : Social media, articles and publications also influence the perception of a company.
Emotional image - is associated with the emotions that the brand evokes in consumers:
Associations . Example: Coca-Cola is associated with joy and celebration.
Emotional connection : Customers often choose brands that evoke positive emotions or support their values.
Social image is the company's reputation in society:
Customer Reviews : Positive reviews and recommendations strengthen your social image.
Participation in social projects . A company with a high level of social responsibility is perceived positively.
Professional image - determines how a company is perceived in terms of its competence:
The quality of a product or service . Example: Toyota is known for its reliability.
Service level . Politeness and professionalism of the staff create trust.