Three ways to establish corporate image

Qingqing: Successful corporate image promotion is not just based on flashy advertisements to make the company famous. It is unrealistic to expect to establish a good corporate image in the short term.

In Ogilvy's view, there is a sentence: "The establishment of the corporate image is like the building of a bird's nest. It is built from the straw and sundries we have picked up. Don't underestimate these straw and sundries like the twigs. It is they that have laid a solid foundation for the corporate image."

In order to win the loyalty of customers, the trust of partners and the support of the government, in addition to the products with advanced technology and reliable quality, it is particularly important to establish and consolidate a good corporate image. An effective corporate image management strategy is a necessary means. Especially for all kinds of small enterprises at present, the typical performance is weak management foundation, insufficient resources and high survival pressure. Therefore, corporate image packaging planning and product marketing is a contradictory problem. How to communicate with the public, how to make them happy, how to maintain appropriate distance and interactivity, how to make them move and generate desire and interest?

The corporate image can generally be summarized as follows:

The image of a capable and efficient team

Product image with superior quality

Strict and harmonious management image

Beautiful and clean environment image

Sincere and dedicated service image.

We can carry out publicity from three aspects: corporate figures, culture and "crisis".

Strategy 1: character image publicity

In the construction of corporate image, which is different from that of a personal monument, it is necessary to combine the personal propaganda of the enterprise leadership with the strategic objectives and public relations objectives of the enterprise to achieve a good publicity effect.

There are quite a number of managers in domestic small enterprises who are born from technicians, which is not entirely good for the management and development of the company. The change of roles from technicians to managers often takes a huge price.

We can establish and develop a platform that can improve the reputation of enterprise managers to achieve the publicity effect. For example:

1. Strive for some speech opportunities for enterprise managers at some influential high-level conferences at home and abroad;

2. Provide articles containing representative strategic thoughts and management strategies of senior managers to the media for publication;

3. Hold expert seminars, seminars and media seminars regularly or irregularly to establish good reputation information, etc.

At the early stage of participating in the activity, we should have a good understanding of the existing social welfare policies of the enterprise, know whether the activity project is consistent with the business objectives and procedures of the enterprise, and implement and input it after all the internal procedures are approved; We should also fully consider the rate of return on investment, ensure that any choice is consistent with the company's reputation and long-term development goals, ensure that the purpose and nature of participating activities are consistent, and keep the image of all branches of the company consistent; In addition, we also need to know the competitors' initiatives in social activities and the projects they are participating in.

It is unrealistic to expect to build a good corporate image in the short term. Some people promote the image with strange methods and the "legendary" stories of the bosses, hoping to win a sensation and surprise. Too much force will cause people's disgust. At this time, we can adopt the mode management.

In the image management of enterprise leaders, although there are some aspects that need to be expressed according to their own characteristics, they also need to adjust and improve themselves according to the customers they face. Moreover, customers themselves are of multiple types and levels, and they need to determine the rules and priorities to achieve their balance. There are three modules:

1. The existing image module formed based on the evaluation of personal characteristics (knowledge, ability, emotion, behavior performance, etc.), conventional performance (in employees, consumption, business partners, etc.), and related performance;

2. An ideal image module developed according to the expectations of different types of audiences (families, employees, management, partnerships, consumers, and the public);

3. The image improvement and promotion strategy module is based on the combination of the personal condition analysis of the person in charge and the best practices of other cases.

With the help of this three-in-one working mode, continuous tracking and evaluation, image shaping and communication planning, event management, and the effective use of the audience control principle, the image of the person in charge of the enterprise is under the scientific management mode.

At the same time, because employees are in direct contact with all kinds of customers, the image of employees will more affect the image of the enterprise, which is also related to the culture of an enterprise.

Strategy 2: cultural image publicity

The successful image publicity of an enterprise is not just to rely on flashy advertisements to make it famous. All of this must be rooted in the ideas and culture of the enterprise itself, so as to enhance the customer's loyalty to the enterprise's products, and achieve the purpose of promoting the enterprise's image without misappropriating the company's scarce funds. However, corporate culture exists as a concept system, and there are some difficulties in reaching employees, society and the public. Therefore, we should form a unified concept of the characteristics of corporate culture, express it through personalized and distinctive visual images (graphics, patterns), and then transmit it to the society with more efficiency and effect.

In coordinating external relations, it is very important to establish good government relations and win the support of influential people. It is necessary to develop a forward-looking government relationship plan and establish close contact with influential people, so as to help enterprises obtain benign supervision, understanding and support through effective communication with them to improve their credibility.

Of course, the establishment of corporate culture needs the standardized management of employee image. Uniform clothing, staff etiquette requirements and polite language among employees should be standardized during work.

In the process of implementation, there are generally two kinds of misconceptions: one is that employees are self-conscious, as long as the reason is clear, the system can be implemented. This assumption is unrealistic.

Strategy 3: "crisis" image publicity

For a small enterprise in development, any failure is not only a blow to the entire interest system, but also a major and long-term impact on the hard-established corporate image. Due to the constraints of funds, it is doomed that it will not be able to compensate for losses through large compensation, etc. Therefore, establishing a complete crisis management system to respond in time can not only properly solve the problem, We can make full use of this "opportunity" to achieve the purpose of corporate image publicity.

First of all, enterprises should have a full understanding and understanding of their potential crises and events, and be able to analyze, study and solve some potential new problems and phenomena as the situation changes and develops; Make more preparations in daily crisis management work, such as summarizing the experience of crisis management at home and abroad, preparing specific research and analysis of crisis event data, and finding the best practice mode for continuous crisis management training and simulation exercises; List all the potential events and crises that the enterprise may face, find out the corresponding countermeasures to solve the crisis, including the key information, the training of spokesmen in response to the media, and the preparation of the press release, etc., and prepare for calmly responding to various questions from all aspects when the crisis occurs.

The following questions can be used to simply verify the company's crisis response capability:

1. Only when the crisis occurs, can we make a quick response and clarify the information and information transmission channels we want to transmit;

2. Communicate with the news media in a timely and sufficient manner, and track the public opinion guidance, opinions and external views of the company through the media at any time;

3. Only by grasping the new public opinion guidance and views in the market in time can we really take advantage of the "crisis" and play a role in promoting the corporate image.

If we encounter a crisis at 9:00 a.m. on Sunday, how long will it take to convey the information to each relevant responsible person? If a lawsuit, government investigation or news investigation of a disgruntled employee or shareholder is made public, how will the public react? How will we explain to reduce the impact of the event on the company's operation and financial affairs? If there is a crisis, who will be the spokesman? Or who will communicate with you?

A friend of Li Li suggested that the private enterprise should have three good points. If it is a state-owned enterprise, it should add the fourth strategy: integrity and corruption image publicity. It makes sense.

 三招树立企业形象

    qingqing:成功的企业形象宣传并非只靠华而不实的广告来打响知名度就够了，期望短期内树立良好企业形象是不现实的。

  奥美的观点里有这样一句话，“企业形象的建立，就如同鸟儿筑巢一样，从我们随手撷去的稻草杂物建立而成。别小看了这些稻草杂物般的细枝末梢，正是它们奠定了一个企业形象的坚实基础。”

   企业要赢得顾客的忠诚、合作伙伴的信任和政府的支持，除了有技术领先和质量可靠的产品外，建立和巩固良好的企业形象尤为重要，一套行之有效的企业形象管理策略是必须手段。特别是对于目前各类小型企业，典型的表现为管理基础薄弱，资源不足，生存压力大，因此企业形象包装策划和产品市场推广就是一个矛盾的问题，怎样与公众沟通，怎样使其愉悦，怎样保持适度距离和互动性，怎样使其感动和产生欲望兴趣？

   企业形象一般可以概括为：

  精干高效的队伍形象、

  品质超群的产品形象、

  严明和谐的管理形象、

  优美整洁的环境形象、

  真诚奉献的服务形象。

  我们可以从企业人物、文化和“危机”三个方面来进行宣传。

   策略一：人物形象宣传

   在有别于个人树碑立传式的公司形象建设中，应把企业领导层个人宣传和企业的战略目标、公关目标结合起来以达到好的宣传效果。

   国内的小企业有相当多的管理者是由技术人员出身的，这对公司的管理和发展并不完全是好事，从技术人员到管理者之间角色的转变往往要付出巨大的代价。

   可以建立、开发可提高企业管理者声誉的平台来实现宣传效果。比如：

   1、在一些国际国内有影响力的高层次会议上为企业管理者争取一些演讲机会；

  2、将蕴含高层管理者有代表性的战略思想和管理策略的文章提供给媒体发表；

  3、定期或不定期举办专家座谈会、研讨会和媒体座谈会，建立良好的声誉信息等。

   在参与活动的前期先要对本企业现有社会公益政策十分了解，清楚活动项目与企业的业务目标及程序是否一致，经过整个内部所有程序批准后加以实施和投入；还要充分考虑投资回报率，保证任何一种选择与企业声誉和长期发展目标相符，保证参与活动的目的和性质相符，保持企业各分支机构形象一致；另外，还要了解竞争对手在社会活动中的举措以及正在参与的项目。

   塑造企业形象要谨防急功近利的暴发心理，期望短期内树立良好企业形象是不现实的。一些人以怪异手法和老总们“传奇式”的故事推销形象，希望能博得一时轰动和惊叹，力度过大过多则会引起人们反感，这时可以采用模式化管理。

   在企业领导人形象管理中，虽然有其需要按照本人特质加以表现的地方，但同时更需根据自己所面对的客户来调整与完善自己。而且，客户本身是多种类与多层次的，需要确定实现其平衡性的规则和需要着眼的重点。这里包含三个模块：

  1、依据个人特质（知识、能力、情绪、行为表现等）、常规表现（在员工、消费、商业合作伙伴等中）、关联表现方面的测评而形成的现有形象模块；

  2、依据不同类型受众（家庭、员工、管理层、合作关系、消费者、公众）期望开发而形成的理想形象模块；

  3、基于负责人个人条件分析与其他案例的最佳实践结合而成的形象改进与提升策略模块。

  借助于这种三合一工作方式，与持续跟踪测评、形象塑造与传播规划、事件管理，有效地借助于受众控制原则，使企业负责人的形象处在科学管理模式之下。

   同时，由于企业员工是直接和各类客户零距离接触，因此企业员工的形象会更多地影响到企业的形象，这又和一个企业的文化有关系。

   策略二：文化形象宣传

   企业成功的形象宣传并非只靠华而不实的广告来打响知名度就够了，这一切都必须将企业本身所代表的意念和文化深植于客户的观念之中，才能藉以提升客户对企业产品的忠诚度，在不过多挪用公司紧缺资金的同时达到宣传企业形象的目的。而企业文化是作为一个观念系统存在的，要传达到企业员工、社会和公众存在一些困难。因此，将企业文化特质形成一个统一概念，通过个性化、鲜明的视觉形象(图形、图案)表达出来，再传导给社会更有效率、效果。

   协调外部关系的工作中，建立良好的政府关系和争取有影响力人士的支持非常重要。要制定具有前瞻性的政府关系计划，与影响力大的人士建立紧密的联系，从而帮助企业通过与其有效的沟通获得良性的监督、理解和支持以提升企业信誉度。

  当然，企业文化的建立少不了员工形象的规范化管理。工作期间统一着装、员工礼仪的要求、员工之间的礼貌用语等等都要规范化。 

   在实施过程中一般会有两种错误的认识：一种认为，员工都是自觉的，只要把道理讲清楚了，制度就能得到实施。这种假定是不现实的。 

   策略三：“危机”形象宣传 

   任何一次失误对于发展中的小企业而言，不仅是对于整个利益体系的打击，更主要的是对于辛苦建立的企业形象会产生一个比较重大而长远的影响，由于资金的约束，注定他不可能通过大额赔偿金等来弥补损失，因此建立一套完整的危机处理系统来及时应变，不仅可以妥善解决问题，更可以充分利用这种“机会”达到企业形象宣传的目的。 

   企业首先要对自身潜在的危机和事件有一个充分的了解和认识，并能随着形势的变化和发展对一些潜在的新问题、新现象加以分析、研究和解决；在日常的危机管理工作中多做准备，如总结中外危机管理的经验和准备具体的危机事件资料研究与分析，寻找最佳实践模式进行连续不断的危机管理培训和模拟演练；把企业可能面临的所有潜在事件和危机都列出来，找出解决危机的相应对策，包括关键信息、应对媒体的发言人培训、新闻稿的准备等，做好从容应对危机发生时来自各方面的种种提问的准备工作。 

   以下几个问题可以用来简单验证一下公司的危机应变能力： 

  1、只有在危机出现时做出快速的反应，明确自己所要传递的信息和信息传递渠道；

  2、及时充分地与新闻媒介沟通，通过媒体随时跟踪舆论导向、观点以及外界对公司的看法；

  3、及时掌握市场上新的舆论导向和观点，才能真正利用“危机”，起到宣传企业形象的作用。  

  如果我们星期天上午9∶00遇到危机，需要多长时间消息传达到每一位相关责任人？如果某一个心怀不满的员工或股东的诉讼案、政府调查或者新闻调查被公之于众，公众的反应将是如何？我们将如何做出解释以降低事件对公司经营和公司财务的影响?如果出现危机，谁将是发言人？或者由谁去向大家沟通？

   lic老鲤 朋友建议说得好，私有企业以山三条尚可，如果是国有企业，就要再加上策略四：廉正与腐败形象宣传。很有道理。

(This article is an original article by Zhuge Changqing, and the pictures are selected from the Internet. Welcome to forward it, and please indicate the source for forwarding)

Introduction to Zhuge Changqing: Zhuge Changqing, the inheritor and promoter of traditional Chinese culture, is willing to "learn from sages, promote virtue, revitalize China and benefit the world" together with people with the same ideals in the world.

(Zhuge Changqing: zhuge8031@163.com ）

Zhuge Changqing mailbox：

zhuge8031@163.com

Zhuge Changqing's Chinese Dream

Learn from sages and carry forward virtue

Revitalizing China for the benefit of the world

 （本文是诸葛长青原创文章，图片选自网络。欢迎转发，转发引用请注明出处）

诸葛长青简介：诸葛长青，中国国学传统文化传承弘扬者，愿与天下志同道合者一起“学习圣贤、弘扬善德、振兴中华、造福世界”。

（诸葛长青：zhuge8031@163.com）

Zhuge Changqing mailbox：

zhuge8031@163.com

  诸葛长青中国梦  

学习圣贤 弘扬善德

振兴中华 造福世界

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