Organisational Communication: Identity, Image, and Reputation

This report analyses the aspects important to the growth of organisations, including maintaining brand image, reputation, and identity. It discusses strategies for maintaining brand image, the role of corporate responsibility, and the importance of healthy media relations. The report also covers measuring and managing reputation, creating a stronger reputation, and the role of employees in building a strong reputation.

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Abstract
This report has analysed the aspects very important to the growth of the organisations. The
companies while operating in the international markets highly depend upon the reputation of the
brand. Therefore, it becomes important to maintain the brand image, reputation and identity.
Different strategy for maintaining brand image can prevent the creation of different brand images
for different products that may cancel the unique characteristics of different services of the
company. Similarly, the companies also have particular CSR policies. Corporate responsibility is
a business approach which contributes to the sustainable development of the society by
delivering perfect economic social and environmental advantages for all the stakeholders
associated with that business. Proper communication of the brand identity, reputation, and the
social responsibilities, healthy media relation is also important. This is the reason why the
business companies aim to utilise the traditional media properly and maintain consistency and
contrast to strengthen the brand. Through both traditional as well as digital media, the companies
have given their brands a strong, clear and recognizable voice that help the companies to build
long term loyalty and relationships with the stakeholders. There are some issues with negative
news which the companies handle properly and manage the business.

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Table of Contents
Abstract............................................................................................................................................1
Introduction:....................................................................................................................................3
1. Identity, image, and reputation................................................................................................3
1.1 shaping identity......................................................................................................................3
1.1.1 Differentiating organisations through identify and image..............................................3
1.1.2 Identity through Corporate branding and logos:........................................................4
1.1.3 Identity management in action:......................................................................................4
1.2 Reputation leading to communication...................................................................................5
1.2.1 Measuring and managing reputation..............................................................................6
1.2.2 Creating a stronger reputation........................................................................................7
1.2.3 The role of employees:...................................................................................................7
Conclusion:......................................................................................................................................8
References:......................................................................................................................................9

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Introduction:
The aim of this report is to discuss the various aspects of organisational growth and how
the internal and external factors can manipulate the growth of the business companies. As a
responsible employee of the ABC company, it is important to identify those effective internal
and external factors so that the issues can be easily identified within the organization and
mitigated within a limited period over time.
1. Identity, image, and reputation
The corporate communication function largely depends upon the identity, image and reputation
of the companies. The more the company has its popularity in the trinational market, the more it
gets exposure and support in the business communication. Business identity is a process
following which the brands or the corporations actually present themselves to the public of the
stakeholders like investors, customers and employees. This is the chief way of effective business
communication (Vidya, Fanany and Budi 2015). Similarly, business image relates to a variety of
information, personal stories, promotional activities, events and the goals of the organisation
which collaboratively make impression of the brand on the public. With the business’s
circumstances, performances and media coverage may change image.
1.1 shaping identity
1.1.1 Differentiating organisations through identify and image
The organisations through their identity and image the competition. This differentiation
allows the company to provide a superior value to the customers through providing high quality
products in an affordable price and create a beneficial scenario for boosting the overall viability

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and profitability of the business (Laine 2018). The identity of the company’s mainly relates to
the visual manifestation of the reality of the companies. The names, logo, products, motto,
services, buildings, stationary and every other tangible and intangible pieces of evidences built
by the organisation are connected to the communication of variety of constituents. These images
reflect on the development of the image and identity of an organisation that ultimately lead to
earn reputation for the company.
1.1.2 Identity through Corporate branding and logos:
Corporate branding relates to the process of promoting brands name of the corporate entity on
the basis of particular products and services these activities a different from product or service
branding as it creates score for the company extensively. This affects different stakeholders like
investors and employees and also impact define aspects of the companies like evaluation of the
product and service, corporate culture and identity sponsorship, brand extensions and
Employment applications. corporate branding therefore may impact on the significant economic
of opportunities since one can introduce advertising campaign for several products. Forward
branding also helps in developing new product acceptance of those customers who already know
the name of this brand (Shin 2016). However, this particular strategy can prevent the creation of
different brand images for different products that may cancel the unique characteristics of
different services of the company. Corporate branding can incorporate multiple touch points
which include development of logo treatment as well as trading process of the employees,
customer service, advertising and quality of the products as well as services. Logo is the symbol
that is used for reading for promoting public identification as well as recognition.

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1.1.3 Identity management in action:
The identity building is an essential part of image of the company so it is controlled and
managed by the organisation. There are many things which can contribute positively to create the
brand identity. Firstly, the companies’ reputation depends largely about inspirational corporate
vision that includes the core values, goals, standards and philosophies of the corporation. The
more pointed the brand image, the more effective becomes the communication process of the
organization to its constituents (Hemsley-Brown et al. 2016). Secondly, the name and logo of the
company can shape the identity of the company that help it to differentiate it in the marketplace.
It is a part of corporate branding which serves as an identification tag. As the reputation of the
companies convey the actual messages to the consumers, they can effectively recognize the
products of certain companies quite quickly as well as effortlessly.
As identity is very important for the reputation of the corporation, identity management
has become the part of the action of every company. Identity management or ID management is
the process of identifying, authenticating then authorising the individuals or any group of people
to gain the access to applications networks and Systems through associating the user rights are
restrictions with the established identities. This managed identities me also connect the software
processes which need the access for Organisational systems. Identity management also includes
authentication of the users and determination whether these people are allowed to access to the
particular systems (Foroudi 2019). This process includes the control over user provision and
process of onboarding new users like partners employees, clients and other stakeholders. It
includes the control over the process of entire authorising system and network permissions for
the new or existing users and the of boarding users who do not have promised authorisation to
access the organisation system.

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1.2 Reputation leading to communication
The reputation of business is important for its survival in the competitive world it is the
trust and confidence of the consumers as well as the other stakeholders which directly affect the
bottom line of the company. The importance of reputation now has become increasingly
Apparent because the Global companies are cultivating their responses in Crisis for maintaining
the reputation as well as standing of their operations in the world. Previously the business used to
rely on the word of mouth of the stakeholders to establish and maintain the reputations. After
globalisation, this scenario has changed completely as the introduction of social networking
online marketing and other technological aid in building reputation of the companies have
become more prominent. The businesses need to be consigned years of the repetitions and be
responsive to any crisis which can impact the reputation.
1.2.1 Measuring and managing reputation
In order to understand the path guided by reputation, the business must know how to
measure and manage it effectively. There are several ways to measure and manage reputation.
Traditionally, the sentiment analysis and purchase intent were two important tools for measuring
reputation (Hemsley-Brown et al. 2016). Now with the development of technology there are
smarter tools to measure the company’s reputation. It includes net promoter score, online survey
and opinion polls. Sentiment analysis is easiest way for measuring reputation (Han, Nguyen and
Lee 2015). In this process comma the actions of human analysis are needed but with the
sophistication of the computers the automated sentiment analysis can be more accurate. The
Purchase intent has two segments for measuring the reputation of the corporation. This collect
the accurate preference of customers through survey or listening in the conversation to identify
the intention for buying. Nowadays through net promoter score, the companies are determining

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their reputation among the key groups (Han, Nguyen and Lee 2015). This score is obtained
through the survey are the customers about how likely the recommend that specific product
which unravel their expectation and references. By conducting regular opinion polls among the
general public over the company comes to know the feeling about the brand and specific
products based on which it brings changes and save the reputation in the market.
1.2.2 Creating a stronger reputation
In order to operate successfully in the Global market, the company need to manage and
develop a strong reputation of the brand which will attract the customers as well as the investors
for the progress of the organisation there are several key initiatives which are integral for the
effective brand reputation strategy. First of all is Public Relations. Through strong PR
programmes the company can be positioned higher in the market. The thought of the leaders and
experts can help the company in this aspect. Through business publications, leading trade outlets,
articles in a major newspaper are the critical components of developing reputation of the brand.
These improve brand perception inform the customer opinion, manage negative statements and
increase the market presence of the brand (Han, Nguyen and Lee 2015). Secondly through
Search Engine Optimisation the company can reach more customers and enhance its presence.
This process helps a lot to overcome the barriers and gaining competitive edge. It enhances brand
loyalty as well as reduce the site abandonment. Finally, the social media can also help to enhance
brand reputation for many B2B companies. This make the business accessible focused on the
customers and personable. All of these factors are important for building strong reputation of the
corporation.

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1.2.3 The role of employees:
Employee engagement and motivation is one of the major factors of building strong
reputation the more the employees of the organisation are satisfied with their job they remain
motivated. This makes the organisation to be a preference for skilled workers and these engaged
employees can put forth some extra effort for the development of the organisation as they feel
valued (Han, Nguyen and Lee 2015). On the contrary poor service for treatment to the
employees of the organisation can lead to have bad reputation of the brand. The negative
relationship between the employees and the management are directly affecting the production as
well as customer satisfaction. Demotivated employees tend to work less than the motivated ones
which also affect the brand reputation. In addition to this the height on over rate of the company
can lead to have irritation as it questions the organisational culture and competency of the
company’s management.
Conclusion:
Therefore, it can be concluded that all the factors like brand image, names, identity and
reputation are dependant upon the products and services provided by the company. This is
closely connected with the management of negative matters that can affect the brand names and
identity. Hence it is important to have an initiative to spread positive brand image for positive
growth.

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References:
Bennett, W.L., 2017. Press–Government Relations in a Changing Media Environment. The
Oxford handbook of political communication, p.249.
Foroudi, P., 2019. Influence of brand signature, brand awareness, brand attitude, brand
reputation on hotel industry’s brand performance. International journal of hospitality
management, 76, pp.271-285.
Han, S.H., Nguyen, B. and Lee, T.J., 2015. Consumer-based chain restaurant brand equity, brand
reputation, and brand trust. International Journal of Hospitality Management, 50, pp.84-93.
Hemsley-Brown, J., Melewar, T.C., Nguyen, B. and Wilson, E.J., 2016. Exploring brand
identity, meaning, image, and reputation (BIMIR) in higher education: A special section.
Shamir, R., 2017. Between self-regulation and the Alien Tort Claims Act: On the contested
concept of corporate social responsibility. In Crime and Regulation (pp. 155-183). Routledge.
Shin, H.S., 2016. The Roles of Brand Reputation, Product Information and Discount Rate in
Mobile Advertisement.
Vidya, N.A., Fanany, M.I. and Budi, I., 2015. Twitter sentiment to analyze net brand reputation
of mobile phone providers. Procedia Computer Science, 72, pp.519-526.