What Is the Importance of Corporate Identity?

The corporate image is the external manifestation of the internal quality of the enterprise, and the internal quality of the enterprise fundamentally determines the corporate image. The corporate image not only reflects the internal quality of the enterprise, but also exerts a strong influence on the internal quality of the enterprise through the environment. If the enterprise has a good image, the business development strategy of the enterprise will be strengthened, the economic strength will be strengthened, and employees Morale will also be motivated. Conversely, a poor corporate image will cause huge losses to the enterprise. The corporate image refers to the overall impression of the enterprise that people have established through the various signs of the enterprise (such as product characteristics, marketing strategies, personnel style, etc.).

Corporate image advantage

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The importance of corporate image and image management to corporate development

In the context of increasingly fierce market competition, a good corporate image is conducive to enhancing the enterprise's aggressive confidence, in order to promote consumption, enable enterprises to obtain additional profits, occupy an active position in competition with competitors, and establish a reliable Image. For an entrepreneur, it is necessary to place the shaping of the corporate image in a strategic position since the day of entrepreneurship. This is not only an important condition for the development of the enterprise itself, but also can make the enterprise have distinctive characteristics and appeal. Goals lay the foundation.

Corporate image management is a global, strategic, and comprehensive management, which undoubtedly penetrates into and manages various management of the enterprise. If there are any problems and losses in management, the image of the company will be damaged. Therefore, do a good job of corporate image management, so that companies up and down firmly establish the awareness of consciously maintaining the corporate image, and will be carried out in concrete actions to translate into real quality products. In recent years, enterprises have generally attached importance to the establishment of a corporate image and the promotion of social public status. The iconic factory logo, brand, factory clothes, factory song, and trademark have unified the company's external image and inspired employees. The sense of pride and responsibility has shaped a tangible and clear corporate image; companies with good economic benefits have actively participated in various social public welfare activities and cultural and sports activities as an important measure to display the corporate image. After joining the WTO, companies must seriously study their strengths, then take advantage of them, and actively turn their disadvantages into advantages, formulate development strategies, adopt practical tactics, follow the trend of economic globalization, and develop and grow in competition.

How to shape a good corporate image

Creating a good corporate image is not only an important part of corporate culture construction, but also an important means to improve market competitiveness. With China's entry into the WTO and the intensification of industry competition, it is urgent to further deepen the internal reform of enterprises, grasp internal management and external plastic image, and improve the ability to participate in market competition.

1. Establish a relationship between the business and the public, and increase the visibility of the business. The popularity is not only enjoy the "reputation", but through the popularity, so that the company can get the goodwill, trust and respect of the society, so that the public from the goodwill of the company to the goodwill of its products, from trusting the company and then trusting its products, So as to form a stable and durable shopping choice set. Increasing corporate visibility requires companies to establish as many direct and indirect connections as possible with the public, so that the public can understand the company more fully and comprehensively. This requires that we focus on public relations, establish special relationships with society, and connect emotional bonds. Increase the public's goodwill and trust in the enterprise, and create a solid position and a good image for the enterprise.

2. Carry out public relations through multiple channels to increase corporate visibility. The first is to strengthen the direct contact between the enterprise and the public, and to increase the visibility of the company among the public; the second is to carry out public welfare activities to expand the corporate image; the third is to do a good job of public relations and obtain the public through the extensive contact between the employees and the public support. For an enterprise to survive and develop, it is inseparable from a good external environment. A good corporate image can be supported by the public and all sectors of the society, so that the production and operation of the enterprise can be smoothly carried out. . Crisis events are often uncontrollable and unpredictable for businesses. If the crisis event is too destructive, it will quickly destroy the business management system and severely paralyze it. Facing crisis events, enterprises should strive for the understanding of suppliers, sellers, and consumers, so as to gain time to reverse the overall situation.

3. Persist in putting people first, and establish a personified image of the enterprise is the foothold for shaping the image of the enterprise. "People-oriented", "People are the soul of the enterprise". To maximize the enthusiasm and creativity of an enterprise, an enterprise must respect, understand, and care for people, and on this basis cultivate, motivate, and develop people. First of all, it is necessary to respect the employees' personal needs such as personality, self-esteem, and self-realization. Secondly, they should care about their lives and ensure their benefits. While increasing the economic benefits of the company, improve their living conditions and welfare benefits, so that employees can benefit more Get more benefits; re-emphasize the improvement of staff quality and increase investment in education; fourth, continue to attract outstanding talents, which is the starting point for the development of enterprises, ensuring that enterprises continue to develop new products and always stand in the market The forefront of competition is to coordinate and integrate the corporate value orientation and the personal value orientation of employees, make them consistent, and give play to employee initiative and creativity.

In order to establish a corporate image, the German Mercedes-Benz Company often invites customers to visit their new product design and test field, and allows customers to try their new cars to experience the performance of new products and experience the reliability of new product quality. Cars are expensive, but they have been gaining popularity. China's Lenovo Group Company, when the products were sold well, found that there were problems with 200 machines that had been shipped from the factory, and immediately sent five people to it. When the users didn't feel it, they actively adjusted the machine so that users produced Lenovo products. Reliable belief, orders have been added again and again. It can be seen that a good corporate image plays a vital role in improving the competitiveness of an enterprise. Ways to improve corporate image and enhance corporate competitiveness 1. Shape corporate culture. Shaping corporate culture is the foundation of shaping corporate image, and corporate culture is the soul of corporate image. A good corporate culture enables employees to devote themselves to work, develops a sense of identity, trust, dependence, and pride in their own company, encourages employees to actively participate in internal management and decision-making, and "takes the factory as the home" to take matters into the enterprise Think of it as your own business. Corporate culture is a reflection of corporate value and a cohesion of the intrinsic qualities of a corporate image. Such as "wholeheartedly --- Little Swan", "Haier--sincere to forever", "China Merchants Bank-change for you", "from now on-Philip" these corporate cultures are dedicated Social commitment as a prerequisite for profit. It can be seen that to shape the corporate image, companies must determine corporate values in accordance with the requirements of the market economy, refine and shape a unique corporate culture.

2. Working steps for implementing corporate image strategy: Formulate clear goals. To apply corporate image as a powerful means of competition, an enterprise must determine its own unique goals, strive for them, and take its own path. Therefore, the first step in implementing the corporate image strategy is to formulate clear development goals through analysis of economic, technological, and social factors. Set the concept of image. The second step in implementing a corporate image strategy is to establish a first-class image concept. After the corporate goals are formulated, all employees must be mobilized to act in concert with the corporate goals, communicate with the outside world, and let the public understand the company's efforts and policies, and set the concept of first-class image according to the goals. For example, McDonald's fast food company's "Q, S, C, V" four principles (quality, service, cleanliness, value) bring to the public a first-class corporate image. Import CIS project. CIS is the corporate image recognition system. It systematically designs or changes the corporate image to inject freshness, so that the company can attract more attention from the outside world, thereby improving its business performance. Make the concept of the image concrete. Once the concept of the image is set, the next step is to apply the established corporate philosophy to the corporate logo, standard characters, trademarks and corporate shapes. Diffusion application. The basic identification elements such as standard words and trademarks are applied to posters, advertisements, office supplies, interior furnishings, sundries, exhibitions and exhibitions, signboards, transportation vehicles, etc., and the corporate image is fully and specifically used.

3. Implement the brand strategy and improve the corporate image. The key to improving corporate image is to build the core competence of brand competition and cultivate competitive advantages. At the same time, through management system, technology and product innovation, continuously improve the quality of products and services, and improve the brand image from the organizational structure, management efficiency, marketing strategies, etc. of the enterprise. Today, the world has entered an era of improving international competitiveness. In the wave of corporate globalization, to improve international competitiveness, brand-name enterprises are the main force. If China does not have a number of brand-name companies such as "Coca-Cola", "Benz", "Sony" With well-known brands, it is difficult to compete in the international economic tide, let alone talk about what to do.

In short, an enterprise must have its own corporate image strategy, formulate correct goals and action guidelines, start with the status quo of the enterprise and product characteristics, gradually introduce an image strategy, and establish a good image in front of the public