Identity, Image, and Reputation

I do not know if any mobile phone ever made headline even before its launch or people queued outside the shops for days to get it on the first day, except iPhone by Apple. So, why people are so crazy about iPhone? Why it’s the most hyped phone ever? Of course it has some great technologies built in but one of the reasons is Apple’s identity, image and reputation. When people think of Apple Inc, first that come into mind is that it’s the “one of the most innovative companies in the world”. Yes that’s what an image is- it is the organization as seen from viewpoint of its constituencies. Identity, image and reputations are the elements that separates a company from similar other companies.

Given how every industry today faces global competition and companies are trying to manage the limited resources, and organization’s identity and image might be the only difference that people can use to distinguish one company from the next. That is why people prefer an Apple iPod than a Creative Zen even though Creative products are more feature rich than Apple iPod.

Image, identity and reputations cannot be built in one day. A company needs to work hard to build them. There are some complex and hard tasks are needed to be executed in order to build successful image and identity. First thing the organization needs to do is conduct an identity audit by an external “identity firms”. This helps to find out how does the general public currently view the organization? Next goal is to clearly define its objective and goal. Here consistency is the key. An organization’s vision should manifest itself consistently across all its identity elements, from logos and mottos to employee behavior. Next step is- develop designs and names. This is a step that simply cannot happen without the help of consultants because so many names are already in use that companies need to avoid any possible legal issues. Next is develop prototypes. Once the final design is selected and approved by everyone involved, consultants develop models using the new symbols or names. Once the prototype is done company must launch and communicate. Companies can use various communication technologies to do that. He final step is implementation. Implementing an identity program is a communication process involving lots of interpersonal savvy and coordinated approach to deal with many constituencies.

In the changing business environment image and reputation is the key for survival. A company that has good understanding of its constituencies and what is important for them can successfully create good reputation programs and implement them.