Identity, Image and Reputation

Identity, Image and Reputation

Walk into a firm’s office and it takes just a few moments to capture those all-important first impressions and learn a great deal about the company. Reputation of a company is shaped by the image and identity the company has.

What are Identity and Image?

A company’s identity is the visual manifestation of the company’s reality as conveyed through the organization’s name, logo, motto, products, services, buildings, stationery, uniforms, and all other tangible pieces of evidence created by the organization and communicated to a variety of constituencies.Image is a reflection of an organization’s identity i.e. it is the organization as seen from the viewpoint of its constituencies. Depending on which constituency is involved, an organization can have many different images.

Thus, to understand identity and image is to know what the organization is really about and where it is headed. This is often hard for anyone but the CEO or president to grasp. For e.g. the reality of an organization as large as Exxon Mobil, as diversified as General Electric, or as monolithic as Mitsubishi is really hard to know.

Differentiating Organizations through Identity and ImageGiven how industry today faces global competition and companies are trying to manage with limited resources, an organization’s identity and image might be the only difference that people can use to distinguish one company from the next.As products become much the same all over the world, consumers are increasingly making distinctions based on notions other than the product itself, thereby making image and identity even more powerful differentiators.

A consumer purchasing gas for his vehicle might choose an Exxon Mobil station or a Shell station based on his perception how he sees the company. He may have a strong negative feeling about Exxon Mobil, for example, because of the oil spill at Valdez. Or, conversely, he may be delighted by the consistent returns to shareholders that this behemoth provides.

Shaping Identity

Identity building is the only part of reputation management an organization can control completely. Here are some instruments through which corporate identity can be enhanced:-A Vision – an inspirational corporate vision that encompasses the company’s core values, philosophies, standards and goals is most central to corporate identity. Corporate vision is a common thread that all employees, and ideally all other constituencies as well, can relate to.

Names and Logos –Branding and strategic brand management are critical components of identity management programs. And a subset of corporate branding includes – names and logos.Companies often institute name changes either to signal identity changes or to make their identities better reflect their realities.

Logos are another important component of corporate identity – perhaps even more important than names because of their visuals nature.Consistency is the Key – An organization’s vision should manifest itself consistently across all its identity elements, from logos and mottos to employee behavior.Overnight package delivery pioneer FedEx is a good example of this.

Identity Management in ActionThe dual nature of identity and image – embodied in physical objects yet inextricably tied to perceptions – creates a special dilemma for decision makers. Here are certain steps which if followed can help build the identity:-

Conduct an Identity Audit

Set Identity Objectives

Develop Designs and Names

Develop Prototypes

Launch and Communicate

Implement the Program

Corporate Philanthropy and Social Responsibility

Every organization today needs to consider corporate philanthropy and social responsibility when thinking about its own reputation.

A 2001 survey conducted by public relations firm Hill & Knowlton revealed that three-quarters of Americans consider social responsibility issues when making their investment decisions. Many others factor it in when deciding where to purchase goods and services. The Shell and Exxon Mobil example earlier provides an example of this.