Company image: examples of well-known brands
A company’s image is consumers’ perception of its products and activities in general. This parameter is difficult to measure, but it can be formed by presenting the company to consumers and competitors, spreading specific values, and building communication.
The best way to uncover the peculiarities of the image is to use concrete examples of well-known brands, and one of them is Tiffany’s jewelry business. The first thing people associate with the company is its unique corporate color. In every detail of the design of Tiffany’s corporate identity, there is a sense of minimalism and sophistication. The design does not overload the visuals, the fonts, the packaging, and the store design – everything harmonizes. The brand’s logo is hand-painted, giving the impression that it is embossed on metal.
Coca-Cola is one of the world’s most recognizable brands. In this case, the designers focused on emotion – each element is designed to set the mood. Not surprisingly, many consumers associate the company’s products with the holidays, and the brand’s advertising contributes to this. The visual perception of Coca-Cola fits perfectly with the brand’s mission to change the world for the better. All of this creates a positive image of the company and attracts consumers.
Nike was the first brand that decided to emphasize the logo rather than the image, and it did not go wrong. The image of the sportswear manufacturer is based not only on the name but also on the slogan “Just do it!” and the logo. The company’s products unite different people – celebrities, professional athletes and ordinary people wear them.
Another striking example is the Patagonia brand, which communicates high goals through its products. The company’s mission is to preserve nature and reduce pollution on the planet. Patagonia donates a portion of its profits to environmental initiatives. It is these brand values that attract customers; by purchasing the company’s products, people participate in protecting the world around them.
Each of these examples demonstrates how powerful a tool a company’s image can be. Thanks to a well-crafted image, it is possible to create a positive attitude in the target audience and build trusting relationships. And the image is made up of several elements, including both visuals and the translation of brand values. Working with the company’s image helps to increase customer loyalty and create the right perception of products. Working with image has a long-term effect, it allows to smooth out conflict situations, and to reduce the damage caused by scandals or black PR.
Brand image is created through systematic work with the company’s visuals and internal factors. The latter include corporate culture, mission, values, and peculiarities of communication with consumers and competitors. Each element should be in harmony with the others, and all employees of the company should follow the same strategy of interaction, regardless of where exactly it happens – in live communication or social networks.
