IDENTITY, IMAGE, AND REPUTATION

Implementing an identity infrastructure has real rewards, say customers, but it isn't easy. By Dan Tynan
The identity of a company is actually made up of its people; a company is not a building or a concrete thing.”
Identity is a term used to explain who or what an organization is (either from the perspective of employees or outsides, depending on the disciplinary stance adopted).
Image refers to the ways in which an organization is perceived (i.e. its mission, values, priorities, successes and failure etc.) and can stem from inside the organization (i.e. assuming what outsider think of us).
A good reputation starts with identity.

“Your reputation is a reflection of your identity,” says Peggy Simcic Brønn at the Norwegian School of Management.

The importance of a good reputation is gaining respect from business and industry. Nevertheless, Peggy Simcic Brønn is of the opinion that many organizations start at the wrong end when trying to enhance their reputations. “A lot of attention is focused on reputation, but what people forget is that identity is actually the important thing. Image is simply a reflection of how people interpret your identity,” says Brønn.

“When companies send out messages that fail to correspond with their identities, their reputations is affected.”
“You can ‘buy’ a reputation from a PR agency, but this is a very short-term thing which cannot really be maintained. At business schools we use words like corporations, the company and firms, but we forget that these are all run by people!

There are several elements of a good logo. An effective logo -

1.should be unique, and not subject to confusion with other logos among viewers
2.is functional and can be used in many different contexts while retaining its integrity
3.should remain effective whether reproduced small or large can work in "full-color", but also in two color presentation (black and white), spot color, or halftone
4.should be able to maintain its integrity when printed on various fabrics or materials (where the shape of the product may distort the logo)
5.displays basic design principles (space, color, form, consistency, and clarity) represents the brand/company appropriately

Logos Today

Today there are many corporations, products, services, agencies and other entities using a sign or emblem as logo. As a result, only a few of the thousands of signs people are faced with are recognized without a name. It makes less sense to use a sign as a logo, even together with the name, if people will not duly identify it. Therefore, the trend in the recent years has been to use both images (icons) and the company name to emphasize the name instead of the supporting graphic portion, making it unique by its letters, color, and additional graphic elements.
New brand and vision revealed for London 2012 Olympic Games and Paralympics Games
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Thinks Red Cross – the symbol and the tagline, "Together, we can save a life." The Red Cross vigilantly reinforces its brand in every marketing vehicle with the inclusion of its logo and this tagline.Click here to review the Red Cross branding campaign, as applied in print advertisements: http://www.redcross.org/press/psa.html#print

Nike's Identity and corporate image is the Nike Swoosh. Everyone knows when they see that swoosh, even if the word Nike is nowhere around, that it is a Nike advertisement. By having big name celebrities as models in their advertisments, Nike have a good reputation as the leader in sportswear and sports gear, this is also product advertisement. Even with stories of child labor in sweat shops overseas, Nike is the leader in sports.

However, for a brand to provide these benefits, it must offer more than a recognizable name and image. There must be a corresponding organizational commitment to deliver products (goods, services, or programs) that are consistent with the brand's positioning.
There are different factors that have direct impact on the reputation of a company:
1. Management: This refers, mainly to the approach, integrity and ethical compliance of management with regards to enhancing the reputation of a company.
2. Risk of associating with companies or product that could have a negative impact on the reputation of a company.
3. Reinvention or merger: The purpose is to highlight situations where in companies try to introduce new products and completely side track their primary goals.
4. Physical accident: Accidents are created through intentional or unintentional means. Intentional means occur when someone purposely tries to destroy the company’ image y tainting the product of company. Unintentional means occur when damage is incurred as a result of external factors.
5. Lastly the Media: Due to the fishbowl effect, it is difficult for companies to squash rumors effectively, without the media creating a proverbial media event with the story. This, therefore, creates the factor of publicity which could seriously impair the reputation of a company, if it is not handled correctly.

In order to ensure a good reputation, companies must ensure that the primary requirement for any management policy is that of transparency: in other words, management must be open and honest, with no hidden agendas. Decisions that are made openly make corporate life simpler, whereas decisions that are surrounded by a high level of secrecy are bound to expose sooner or later.