Corporate Identity, Image and Reputation: Branding Explained — Transcript

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1. 0:00corporate identity image and reputation do you  want to understand them better do you want to
2. 0:04know what are those where in this case you are at  the Right video before starting like the video and
3. 0:09subscribe to the channel because we are going  down to explaining these roots so the key to
4. 0:14having a corporate communication strategy is the  following you have to have the corporate identity
5. 0:20this is the profile and values communicated by  an organization so it is the basic profile that
6. 0:27an organization wants to project to all its  important stakeholder groups and how it aims
7. 0:33to be known by these various groups in terms of  corporate image and reputation it is important
8. 0:38to remember the fact that a company wants their  stakeholders they want to remember it favorably
9. 0:44they want to ensure that a company and their  stakeholders have a broadly consistent manner
10. 0:51of seeing the company in a good way why because  the stakeholders influence the company and the
11. 0:57company influences the stakeholder at this turn  so you want them to be loyal you want them to be
12. 1:03engaged with your company and you do that through  stakeholders having an image in their perception
13. 1:10that is favorable to the company and that is in  line with their identity so you want as a company
14. 1:16you want your stakeholders to see you the way you  want to be seen in order to do that companies go a
15. 1:23very Broad and large way in their communication  so starting with brochures starting with their
16. 1:30communication campaigns their website the tones  they use the colors in the website the colors in
17. 1:36their advertising everything about that their  logos everything that they do everything that
18. 1:42they communicate through has to be in line with  the same Mission Vision of the company in order
19. 1:49to create the same identity as a company you want  to transmit the same message through everything
20. 1:55you do to give you an example let's look at the  corporate identity of the British Airways company
21. 1:59the corporate identity of British Airways is the  world's favorite Airline they want their identity
22. 2:05to be associated with brand values and services  they want quality Innovation and they do that
23. 2:13through their positioning design and communication  further on the corporate image is the immediate
24. 2:20set of associations of an individual in response  to one or more signals or messages from or about
25. 2:27a particular organization at a single point in  time so the corporate images if you go down the
26. 2:33street and you ask a person hey what do you  think about this company Pepsi who is there
27. 2:37whatever Cola Fanta Sprite if you think about  this company what comes through your mind what
28. 2:44are the first thoughts that comes through your  mind and they might say whatever answers that's
29. 2:49the image of the company so the image is what you  associate the company with what are your thoughts
30. 2:56about the company at an immediate response for  for example let's look at the image of British
31. 3:02Airways and in order to do that we look at what a  customer of British Airways said so he said that
32. 3:10very recently I got a ticket booked to London and  when uh reporting at the airport I was showing the
33. 3:17door by British Airline staff I was flatly told  that the sad flight in which I was to travel was
34. 3:24already full so the ticket was not valid and the  airline would try to arrange for a seat on some
35. 3:30other flight you can just imagine how embarrassed  I felt and at that moment of time to make matter
36. 3:37worse the concern official of British Airways had  not even a single word of apology to say this is
37. 3:45what a customer of British airlines said so you  see it as a company British Airways want to have
38. 3:52a specific image and definitely this is not it but  because they communicated in different ways so in
39. 3:58this kind in this case is the staff what they did  they didn't apologize they had to cancel a flight
40. 4:05they had to cancel a ticket of a passenger for a  flight because probably they overbooked in this
41. 4:10case they had a negative image which is obviously  counter-intuitive to what they want to be the
42. 4:17world's best Airways company so your image is  what the customers say about you when they think
43. 4:25about British airlines this customer said well  it was not a pleasant experience this is the
44. 4:31image they have for that customer so only for that  customer and finally the corporate reputation is
45. 4:39the individual's Collective representation of past  images of an organization induced through either
46. 4:46communication or past experiences established over  time so the difference between the corporate image
47. 4:53and the corporate reputation is that the image is  the image immediate associations a customer or a
48. 5:01person makes when they think about your company  while the corporate reputation is their overall
49. 5:09opinion about the company so it's not the quick  thought it's what they consider if they think
50. 5:15about it at a longer time so they gather all  their thoughts all their experiences everything
51. 5:22they know about the company and then they have the  reputation in mind they have an image so to say
52. 5:30about your company so let's look at an example  for British Airways through the Executive Club
53. 5:36program British Airways has developed a reputation  as an innovator in developing direct relationships
54. 5:42with its customers and in tailoring its services  to enhance these relationships this is what A
55. 5:48long-standing supplier of British Airways said  so in this case somebody that was close to the
56. 5:54company they worked with them for a long time  has a positive reputation in mind about about
57. 6:00the company because they've seen them acting in  different scenarios and had different experience
58. 6:06with them over a longer period of time and they  can say the reputation of the company is something
59. 6:12good so the reputation of the company is something  you create as a company but you made that through
60. 6:19your communication through your messages so you  need a lot of positive images from the customers
61. 6:25and from the stakeholders about your company so  you can build a strong and favorable reputation
62. 6:32over a longer period of time so let's have a quick  recap if we look at the corporate identity the
63. 6:39corporate identity is what the company shares  with the stakeholders so their values their
64. 6:45Concepts their Mission Vision whatever that is the  identity that the corporate sets for itself if we
65. 6:53go on with the image it is a representation let's  say of how good the company made their idea entity
66. 7:00so if you communicate it the value is good for all  the messaging channels so how your staff behaves
67. 7:06how you communicate with your customers how you  serve your customers how good is your product
68. 7:11because this is also a way of communicating with  the end user if you did all that good most of the
69. 7:19stakeholders should have a positive image about  you and if you have a collective of positive
70. 7:25images from more individuals then you have a  good reputation but the distinctive is that the
71. 7:30reputation you build over a longer period of time  so the image you only have an image at a specific
72. 7:37moment if the company has an ad you ask somebody  on the street hey what do you think about the
73. 7:42company they remember that ad and they say oh my  opinion is that but if you ask somebody hey what
74. 7:48do you think about the company overall they will  think about your reputation this is the difference
75. 8:06I hope this video helped you if it did please  like the video subscribe to the channel leave
76. 8:11a comment Down Below in the comment section it  helps me with the algorithm you know how YouTube
77. 8:15is these days and also if you haven't watched  it yet I did make a video about the corporate
78. 8:21Mission Vision objectives and strategies so these  are also parts of the corporate communication the
79. 8:28field we're talking about if you haven't watched  it watch it it's the link in the description and
80. 8:32I also have an at length video where we go for  all the history of corporate Communications
81. 8:38including these Concepts maybe better explained  watch that the link is in the description if
82. 8:44you want to support me and support my channel  you can buy me a coffee there is a link in the
83. 8:48description for that check out the other videos  on my channel I will see you at the next one bye