It is impossible to not be bombarded by advertising daily because advertising comes in many different shapes and forms. For businesses, advertising can be the single most effective tool in growth and success. Corporate image advertising takes advertising to another level. In this blog, I’ll discuss the concept of corporate image and why corporate image advertising works. 

What is a corporate image?

The term “corporate image’’ originated in advertising and was considered exclusive jargon in that respect. Today it is a common phrase used in all aspects of branding, marketing, and corporate function. The phrase refers to a company’s reputation and the image the public is supposed to see when the company is mentioned. Simply put, it is how the public recognizes the company and compares it to competing companies.

There is also a connection between corporate image and corporate culture. Image is an expression, or a reflection, of corporate culture. Image is how the public perceives the culture, not necessarily the actual state of the company. When building corporate image, and utilizing it as a tool in advertising strategy, it is important to know how the public perceives the culture, and use that knowledge to build a great advertising campaign. A great deal of research and discovery goes into advertising strategies for business. Public relations agencies understand the necessity of that research and discovery phase and how it is used to build and protect corporate image.

Branding is essential and worth mentioning here. It is the first step and possibly the most enduring step in the direction of building corporate image. Ask any business owner or corporate CEO if branding matters and they will all agree. It is everything!  Branding matters to all business, small to large, and is especially important to start-ups and new business, whether they participate in a common niche, or they are introducing an innovative business idea (a product or service we don’t yet know we need). Additionally, it can’t be stressed enough how important branding is to non-profit organizations. How the public recognizes these organizations is vital to success. 

Where corporate image and advertising meet, the connection may seem obvious at first. Advertising is used to entice people to do business with the advertiser. Corporate image is going to determine how the consumer recognizes the business when exposed to the advertisement. There are two types of advertising to consider when associating corporate image in ad campaigns. Corporate advertising and product advertising.

Corporate Advertising

This is the institutionally focused advertising intended to focus on the company itself, not necessarily the product or service it provides. The purpose of this type of advertisement is to promote the name, create brand awareness, and build the reputation of the organization. This type of advertising can be used throughout the lifecycle of the company or brand as a means not only to build corporate image but also to reinforce it.

Corporate image can change. As reputations change due to circumstances good or bad, or to the addition of new and innovative ideas into the culture, corporate image changes too. Changes can result from media coverage, performance, pronouncements, etc.  As these changes take place, advertising plays a significant role in remaining fluid and flexible toward building and reinforcing image and reputation.

Panera Bread uses creative advertising to promote the company’s commitment to social responsibility.  Programs may change, but the message – the image – remains.

Dove and Walgreens team up to promote their support of awareness and acceptance of all women regardless of color, size, age, and shape. The product partnerships may change, but the message of Walgreen’s culture of acceptance remains the same.

When corporate image is built and brand is easily recognized, corporate image is effectively used to advertise products and services. When you think of Cracker Barrel what image comes to mind? A nice restaurant along the highways of our land with gift shops attached, all carrying a country theme. You know you will get a home-style meal and enjoy local artifacts as part of the décor. Billboard advertisements for menu items include language and food images that promote a relaxed, comfortable down-home feel.

Apple uses it’s iconic once bitten fruit logo in every aspect of the business, including advertising. When promoting a new product or service, consumers readily relate the image to the multinational tech giant that designs, develops, and sells consumer electronics and web-based services. Consumers resonate with Apple as the organization that will introduce the next cool tech tool!

In these examples and more, corporate image is integral to an advertising campaign. It is the image that causes the advertisement to be noticed and then the advertising technique takes over to promote the goods or services. The image facilitates credibility and engagement and tells the person what to expect from the company and the products.

Product Advertising

Product advertisement is created to entice a consumer to buy a specific product or service. An advertisement may feature one or more products or services offered by an organization. The creativity of the ad will go a distance in achieving the goal of getting someone to purchase the products or services. Corporate image, however, will go even further to prompt the decision. 

Advertising when corporate image is not a key focus works much harder than advertising with corporate image at the core. Consumers are more likely to do business with an organization they trust, even if that trust is based on brand awareness and well established positive image.  That is not to say, however, that a brand that is new to a market and is working to grow image has a bad product or service to offer.  It is to simply state that as corporate image and brand are built, making that next deal, or selling that next plate of biscuits becomes much easier.

A strong corporate image is important for a business to grow in a competitive marketplace. It is important to building and maintaining a positive perception of an organization in the minds of consumers and supporters. Corporate image advertising creates and increases brand awareness and creates a cohesiveness with a brand. It is powerful to promoting culture and attracting advocates and supporters. It creates a sense of knowing what to expect from an organization and the products and services it is promoting. It is key to achieving organizational success.

Do you want to know more about how corporate image advertising can help you achieve your business goals? Contact Chemistry Multimedia for a free consultation. Our team is ready to put years of experience and skills to work for you!