By Virain de Mel
Today’s business environment is one that is totally different from the one that existed in the past. Businesses in the past conducted their operations in a static and simple environment. However, today, the situation is totally contrary. Today, businesses face stiff competition from around the world and because of the globalization factor they have to conduct business in a complex, dynamic and volatile environment. So in order to become successful in this context, organizations need to find a means of achieving competitive advantage.
In the journey to achieve competitive advantage, a business organization should look at either differentiation or cost leadership. However, for both of these factors, one factor remains constant. That is the magnitude of the intensity that an organization can project through its image, which will lead to positive perceptions among the organization’s stakeholders which will as a result, provide higher revenues. Any business unless it’s brand new, already has a corporate image. It’s the brand, the personality, how employees of the organization behave, what the customers feel about the organization and how well the organization presents itself. Recent research revealed the most successful companies, whose profitability has risen significantly over the last 5 years, attribute 33% of their success to their business image.
Hence, in this modern complex and highly competitive world, improving the business image should be given paramount importance.
In order t o establish or improve the business image, a proposition statement is needed. This statement should reflect the company’s values and clearly state what the company is and what it does. This must be a single message that’s sufficiently realistic and persuasive to stick in people’s minds, inside and outside the company. This can be similar to an organization’s mission and vision statements.
A logo can work hard to communicate this message and the image as well. The most effective logos contain a visual idea or capture the brand’s spirit non-verbally. In addition, strap lines or ‘taglines’ can reinforce the message, especially if the business name doesn’t say what the business does.
Once the organization’s business identity is confirmed, it should be applied across every business activity. But it’s important to keep in mind that before any of this can happen it is vital that internally everyone understands it, endorses it and is able to express it with passion.
This is one of the most important aspects of all modern business organizations: the Website. In this process it’s important to make sure that the organization’s internet presence is similar as its corporate identity. So the website should posses the same themes, colors and typefaces to create a flawless ‘look and feel’.
The skills, dedication and resourcefulness of the employees can make the business image project itself very well. Providing staff with appropriate and stylish uniforms can enforce a sense of pride. For those in more office-based or sales roles, branded accessories like BlackBerrys, HP Laptops can help communicate the image more frequently.
With regard to the famous phrase of “First Impression is the Last Impression”, it’s important that the business card represents the organization long after a meeting is over. Hence, it’s vital to think about its design, feel, weight and ways to make it stand out. In addition, envelopes can also be a great door opener, provided the quality is right. Direct mail delivered in a high quality envelope, which co-ordinates the material inside, feels more personal, which means it’s more likely to be opened and read.
Finally, last but not least, high quality paper usage for external communications will immediately project a great image for the company. This is because; this is the medium through which the customers will see the business most often. Everyday items - letters, invoices, statements, compliment slips, reports and proposals - all play a vital role in projecting the business image and style.
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