Shaping corporate image and brand recognition

Goal

Shaping positive corporate image; building authoritative brand recognition.

Outcome

User associations are formed: the company is believed to be trustworthy; if I need certain products I will do business with this company.

How is trust in the Internet shaped?

• People do not particularly trust a web-site; but they may trust comments and recommendations of other people. More recommendations and positive feedback, more authoritative the company looks.
• A person finds something useful on a web-site; comments, articles, recommendations and other information, shared on the Internet in the name of a company and its employees, sounds valid and competently presents useful information.    
• Visual images representing a company’s friendly staff. Human factor plays an important role – people are trustworthy, not images of products. Employees represent the link between products and customers. 
• It’s important to create staff positive image: competent, friendly, professional.  

Strategy of shaping corporate image

1. Think over your company positioning, what kind of image you’d like to convey congruet with your company’s distinctive features and advantages.
2. Express it in a clear slogan.
3. List the resources you are going to use for shaping your corporate image.
4. Develop all necessary materials: articles, videos, photos.
5. Put together a plan, break up into stages (it’s impossible to do everything at once).
6. Follow the users’ feedback; respond to all comments, questions, criticism and acknowledgements.

What materials are needed to shape positive corporate image?

1. Articles about the company: occupation, development history, shipments, plans, mission, employees, management, sponsorships, trends in industry development.
2. Company reviews from a partners viewpoint. The reviews should mention: products’ quality, employee’s competency, broad assortment, obtainable price and everything dealing with your occupation.
3. Banners displaying logo, products, staff alongside with relevant messages.
4. Video of: products, office premises, staff, management interview, customer interview.
5. Photos of: products, office premises, staff, customers.

Resources for shaping brand recognition

1. Social media: Facebook, Twitter, LinkedIn, YouTube; using Like and Share buttons.
2. Personal Blog.
3. Article directories.
4. Press Release directories.
5. Relevant subject forums and blogs.