Corporate Communication: Corporate Identity, Corporate Branding and Corporate Reputation

In the previous post we have learned how crucial it is to maintain relations with our publics, be it internal or external. This brings us to the next topic of discussion - Corporate identity, Branding and Reputation.

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Speaking of what the books say:

Corporate Identity: Corporate Identity is, the image created and constructed by the corporation about itself in the eyes of the publics. This is done in order to differentiate a company's standing and position in the eyes of its important stakeholders. One of the important aspects of corporate communication is to make sure that the corporate identity is in sync with the core values, vision, and mission of the corporation.

Corporate Reputation: Reputation means, the beliefs or opinions that are generally held about someone or something. Corporate reputation is established when the organization consistently communicates genuine, exclusive and distinctive corporate identity towards its stakeholders.

Corporate Branding: Corporate Branding is, where all the products, services, building, employee behaviour, official communication etc. are named or labeled (branded) after the same company name.

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And blah blah blah …

After simplifying this, Corporate identity is nothing how others see you. It is all the efforts you take to create an image about yourself so that people see you the way you want them to see you.

Example
As a kid you’ve always been ‘Denis the Menace’. Now you are all grown up and you realize that people have the same image about you ‘that kid who caused trouble!! *hmph*’ , you want to change that, so what do you do?

***Mission Change Image***

You start opening doors for women, show off your chivalry skills, help the blind, old and young children cross roads, be the helpful neighbour etc. Over a period of time, people start seeing you in a different light, you can hear people talk in hushed voices ‘ looks like he has changed and grown to be a good man’. Then one day, there comes a point where everyone says ‘He is a good man’. Bravo!!! Mission accomplished.

Did you see what just happened? When you started changing your image, people compared your past acts with your present acts, but over a period of time the past was forgotten and all they remembered was that you are a ‘good man’.

In the context of an organisation  one has to make sure that the image he/she wants to create has to be in sync with its own values.

Corporate Reputation: 

Now, everyone in the neighbour hood knows you as a good man, that’s the image or the identity you have created for yourself. However, this will be your reputation only if you continue behaving the way you lately have, consistently and over a period of  time.

Though your image right now is that of a good man, somewhere people still remember the 'pain' you used to be. However if you display your good nature and deeds over a prolonged period, your neighbours are bound to say things like, ‘He is a good man and he will surely help you’. That is the reputation you form. The key however is to be consistent.

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Can you connect this from an organizational point of view?

Corporate Branding: now that you have your identity and reputation in place, people connect with you. They know you and they trust you. At this point anything that is related or belonging to you is automatically associated with your image and reputation. Branding is nothing but using your name for all the things you own or having.

From an organizational point of view, a brand is nothing but the name of the organization that is used for every product and service, employee behaviour, official communication etc.

It is important that you have an image and reputation that people trust, because that is what helps your brand gain the trust of its publics. For a corporation, it is crucial that its corporate image, identity and brand are aligned.

I will see you the next time with a new topic, till then saiyonara! :D

“You don't have to fear your own company being perceived as human. You want it. People don't trust companies; they trust people.”
― Stan Slap