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Corporate ImageCorporate Imageand Identity as a Technique of and Identity as a Technique of

Public RelationsPublic RelationsPR1BPR1B

Learning OutcomesLearning Outcomes

Defining Corporate Identity .Defining Corporate Identity . Defining Corporate Image.Defining Corporate Image. Differentiating between Corporate Identity Differentiating between Corporate Identity

and Corporate Image.and Corporate Image. Examples of Corporate Identity and Examples of Corporate Identity and

Corporate Image.Corporate Image.

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IntroductionIntroduction One of the techniques of Public Relations is to establish a good One of the techniques of Public Relations is to establish a good corporate identity and corporate image. Organizations’ want to corporate identity and corporate image. Organizations’ want to influence the images and reputations their various stakeholders influence the images and reputations their various stakeholders hold of them. To do this, they use corporate identity. It ishold of them. To do this, they use corporate identity. It istherefore important for a Public Relations person to use corporate therefore important for a Public Relations person to use corporate identity to create a favorable corporate image.identity to create a favorable corporate image.

Corporate identityCorporate identity is the way in which the company tries to is the way in which the company tries to identify itself with its target publics. It is largely visual and can be identify itself with its target publics. It is largely visual and can be controlled by the organization.controlled by the organization.

Corporate imageCorporate image is the result of all communications regarding is the result of all communications regarding the organization. This is how the people perceive the the organization. This is how the people perceive the organization.organization.

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What is Corporate Identity?What is Corporate Identity?

““The specific and unique qualities of an organization and can be The specific and unique qualities of an organization and can be compared to the identity of a person, defined by Botha et al, (2007:259).compared to the identity of a person, defined by Botha et al, (2007:259).

Tench and Yeoman (2006:255) concur by explaining that the identity is Tench and Yeoman (2006:255) concur by explaining that the identity is about the sum of all the parts i.e. the proactive, reactive and about the sum of all the parts i.e. the proactive, reactive and unintentional activities and messages of an organizationunintentional activities and messages of an organization..

Botha et al. (2007:261) explain that the identity is like the unique print of Botha et al. (2007:261) explain that the identity is like the unique print of an organization just like each person has a fingerprint that is unique so an organization just like each person has a fingerprint that is unique so does an organization and this is in the form of a logo i.e. the name, does an organization and this is in the form of a logo i.e. the name, signature (example the way coca-cola write their name) and colours'. signature (example the way coca-cola write their name) and colours'. These are all the basic elements of a visual corporate identity and These are all the basic elements of a visual corporate identity and organizations try and get it to appear wherever they can in order to organizations try and get it to appear wherever they can in order to promote this identity.promote this identity.

Corporate identityCorporate identity

Corporate identity is the visual Corporate identity is the visual system for controlling how you system for controlling how you looklook

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•Botha et al (2007:263-264) raise an important question, “When should Botha et al (2007:263-264) raise an important question, “When should a company change their corporate identity; i.e. what are the reasons that a company change their corporate identity; i.e. what are the reasons that a company should change their logo? a company should change their logo?

The answer given by Botha et al. (2007:263-264) is as follows:The answer given by Botha et al. (2007:263-264) is as follows:

*If it is old-fashioned*If it is old-fashioned*Due to a merger*Due to a merger*Government policy*Government policy*Change of investor*Change of investor*Legal requirements*Legal requirements*New direction and vision*New direction and vision*Social, cultural, religious or political pressure*Social, cultural, religious or political pressure*Similarity*Similarity

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Tench & Yeomans, (2006:251), Corporate identify can beTench & Yeomans, (2006:251), Corporate identify can bedefined as:defined as:““The corporate identity is therefore everything that the company uses The corporate identity is therefore everything that the company uses to improve their corporate image”.to improve their corporate image”.

A corporate identity can be changed, but is very difficult to changeA corporate identity can be changed, but is very difficult to change the corporate image.the corporate image.

I.O.W Corporate identity refers to the way the company tries to I.O.W Corporate identity refers to the way the company tries to identify itself with its publics.identify itself with its publics.

Tench and Yeoman, (2006:251)A corporate identity is how the Tench and Yeoman, (2006:251)A corporate identity is how the organization identifies itself. The following elements form part of a organization identifies itself. The following elements form part of a company’s corporate identity:company’s corporate identity:

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The company logo and/ or symbol and sloganThe company logo and/ or symbol and slogan The corporate coloursThe corporate colours The corporate typefaceThe corporate typeface Slogans used by the companySlogans used by the company Company stationery and literatureCompany stationery and literature TransportationTransportation PackagingPackaging SignageSignage AdvertisingAdvertising PromotionPromotion Personnel uniformsPersonnel uniforms

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What Is Corporate Image?What Is Corporate Image?Corporate image differs from ones corporate identity due Corporate image differs from ones corporate identity due to the fact that the corporate image cannot be controlled and to the fact that the corporate image cannot be controlled and it is very difficult to change.it is very difficult to change.

Corporate image refers to the way in which a company is Corporate image refers to the way in which a company is perceived (seen) by its target publics.perceived (seen) by its target publics.

It is therefore the impression that the company creates in It is therefore the impression that the company creates in the minds of its target publics. Just by their existence the minds of its target publics. Just by their existence organizations portray and send messages to their various organizations portray and send messages to their various stakeholders – and it is that message that influences the stakeholders – and it is that message that influences the stakeholders’ image of the organization Tench & Yeomans, stakeholders’ image of the organization Tench & Yeomans, (2006:255).(2006:255).

Corporate imageCorporate image

Corporate image is the impression Corporate image is the impression created by how you look, what you created by how you look, what you say and what you do. It is the result say and what you do. It is the result of all communications whether of all communications whether deliberate or not.deliberate or not.

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It is for this reason that corporate image differs from corporate It is for this reason that corporate image differs from corporate identity due to the fact that the corporate image cannot be controlled identity due to the fact that the corporate image cannot be controlled and it is difficult to change.and it is difficult to change.

Botha et al. (2007:254) explain that corporate image is all the Botha et al. (2007:254) explain that corporate image is all the personal perceptions, experiences and things that we have seen personal perceptions, experiences and things that we have seen and heard about an organization; i.e. it is what you ultimately and heard about an organization; i.e. it is what you ultimately believe about an organization. believe about an organization.

The organization's corporate image belongs to the people because The organization's corporate image belongs to the people because it is in the eyes of the target public. it is in the eyes of the target public.

Tench and Yeoman (2006:252) define corporate/ organizational Tench and Yeoman (2006:252) define corporate/ organizational image as “the impression perceived by an individual of an image as “the impression perceived by an individual of an organization at one moment in time. organization at one moment in time.

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Tench and Yeomans make use of a very good analogy to explain Tench and Yeomans make use of a very good analogy to explain corporate image: They equate it with a photograph of an corporate image: They equate it with a photograph of an organization taken at one moment in time by an individual; whereas organization taken at one moment in time by an individual; whereas organizational reputation is when that individual collates all the organizational reputation is when that individual collates all the photographs (or images) taken over a period of time into an album photographs (or images) taken over a period of time into an album and forms an opinion of the organization by looking at the entire and forms an opinion of the organization by looking at the entire collection of photographs.collection of photographs.

A good corporate image is usually earned by the organization A good corporate image is usually earned by the organization because of all its intended and unintended actions.because of all its intended and unintended actions.

An image is based on the target public’s knowledge and experience An image is based on the target public’s knowledge and experience with that organization. Corporate image is therefore the impression with that organization. Corporate image is therefore the impression

created by ‘how you look, what you say and what you do.created by ‘how you look, what you say and what you do.

Why is corporate image so Why is corporate image so important?important?

A company with a good corporate image is A company with a good corporate image is more likely to:more likely to:• Win the support of its customersWin the support of its customers• Develop a link with superior products and Develop a link with superior products and

servicesservices• Provide good investment opportunities.Provide good investment opportunities.

Image developmentImage development

The image development process The image development process is set out in a diagram on page is set out in a diagram on page 265 of the book.265 of the book.

Implementing a corporate Implementing a corporate identity programmeidentity programme

There are 4 phases to implementing a There are 4 phases to implementing a corporate identity programme that are corporate identity programme that are explained further in a diagram that can explained further in a diagram that can be found on page 268 of the book.be found on page 268 of the book.

Factors that could affect the corporate Factors that could affect the corporate image of a companyimage of a company

• Size of businessSize of business• Overall standing of companyOverall standing of company• Nature of businessNature of business• Performance of the company – its Performance of the company – its

products and servicesproducts and services• Conduct of employees.Conduct of employees.

Factors that could affect the corporate Factors that could affect the corporate image of a company (cont.)image of a company (cont.)

• Management style, competence and Management style, competence and professionalismprofessionalism

• Labour relationsLabour relations• Return on investment – share price, Return on investment – share price,

dividendsdividends• Value for money of products or servicesValue for money of products or services• Pricing policy.Pricing policy.

Factors that could affect the corporate Factors that could affect the corporate image of a company (cont.)image of a company (cont.)

• Appearance of operations – professional Appearance of operations – professional look about premises / officeslook about premises / offices

• Projection of company through its PR, Projection of company through its PR, marketing, advertising, and sales effortsmarketing, advertising, and sales efforts

• Service levelsService levels• Competitive comparisons.Competitive comparisons.

BibliographyBibliography

Skinner. C, von Essen. L, Mersham. G, (2009), Skinner. C, von Essen. L, Mersham. G, (2009), Handbook of Public RelationsHandbook of Public Relations, , 99thth edition, edition, Oxford Press , South Africa.Oxford Press , South Africa.

Cutlip,S.M, Center, A.M, Broom, G.M,Scott, M.Cutlip,S.M, Center, A.M, Broom, G.M,Scott, M.(2006). (2006). Effective Public Relations.Effective Public Relations. Englewood Englewood Cliffs, New Jersey:Prentice-HallCliffs, New Jersey:Prentice-Hall

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