image of the organization - its image that exists in people's minds.It is in any business or company, regardless of whether it is working on it or not.If his party released its course, it develops spontaneously.This means there is no guarantee that it will be adequate, favorable for the company.And just to create a good image of the organization more profitable and less labor intensive than correcting formed spontaneously, poor image of the company.
From what and who influence ..
formation of a kind of "face," or so-called image of the company depends on the work of experts in the area (PR, advertisers, marketers).But the image of the organization is not created only by means of measures aimed at it and shares.The quality of the services or works, manufactured goods, the ratio of staff to clients, employers and private activities are no less important than the presentation and advertising.
to start ..
creating the image of the organization, you need to know:
Firstly, all of the kind of activity the company currently and in the future for the future;
Secondly, as a service (goods) firms differ from services (products) of its competitors;
Third closest rivals do the analysis, identify their main weaknesses and make its benefits.
internal image
Employees of the company - large informants potential customers about its real work and domestic atmosphere.Therefore, the internal image of the organization -nerazryvnaya external component.One is virtually impossible without the other.
internal image of the organization - the perception, the psychological attitude of the its employees, shareholders, owners, management board and the parent departments.All of them make up the internal environment of the firm.
Tasks
good image enhances the prestige of the firm, because the presence of corporate identity tells us about the attention not only to the production issues.
Increase the effectiveness of advertising and promotional activities of services and goods.
relief to market new services and products, as the company, which has already formed the image is much easier to display goods on the market.Appears brand awareness, we need only remember the "orange revolution, or" reincarnation of Beeline.
Improving the competitiveness of the company, asunder conditions of equal goods and services struggle is at the level of the image.Do
image
Create image of the organization is better to trust the professionals of high qualification.This means that one should not skimp on this media.If the company does not care about making a good, consumers may well use your imagination and come up with its own version of the image.Needless to say, it is not always friendly out?
create stepping
image of the organization is created in several stages:
1. Defining the main auditorium, the study of her sex, age, type of activity, income level, etc.
2. Development of the concept of image - the main motives, values and principles that are typical for the company and its manufactured goods and services, as well as important for consumers.
3. Implementation and consolidation of the image in the minds of consumers.
With what?
creating the image of the organization, professional marketers use the following tools:
1. Identity - the main means for generating.
2. Various design techniques, including the creation of packages, registration offices, exhibitions, displays, development of samples classified ads.
3. Specially selected and focused on the needs of consumers stylistics.
4. In each case, various promotional tools, forming a positive attitude.
5. PR-action - a well-designed continuous efforts to enhance mutual understanding and the emergence of the enterprise and the public.This press conferences, presentations, exhibitions, sponsored the event.
6. Representation on the Internet.
7. Trademark (emblem, trademark) - the designation intended to individualize the firm produced goods and services.
