Importance of Identity, Image, and Reputation in Corporate Communication

This report discusses the significance of identity, image, and reputation in corporate communication and provides methods for improving them. It also explores the role of corporate communication in creating a positive impression and building a strong brand identity.

Running head: CORPORATE COMMUNICATION
Corporate Communication
Name of the student
Name of the University
Author note

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Introduction
Corporate communication refers to set of the activities which is involved in managing
the internal along with the external communications in an organization. It helps in the
creation of a favourable point of view among the stakeholders of a company. Corporate
communication refers to message that is issued by an organization to the audiences like the
employees, channel partner along with the general public (Doorley and Garcia 2015, pp 42).
Identity refers to visual manifestation of the reality of a company that is conveyed with the
help of name, logo, products along with the services of an organization. Image refers to
function how the constituencies think of an organization on the basis of the messages that is
sent with the help of the name along with the logo of an organization. Reputation is indicative
of overall quality or the character which is judged by the people. This report throws light on
the importance of identity, image along with the reputation for the MnM organization. The
report also talks about the ways that can be used by the managers of MnM organization for
increasing its identity image and the reputation.
Significance of identity, image and reputation for MnM
Identity helps in creating a positive impression on the customers that helps in creating
name for a brand. Corporate image helps in describing manner by which the activities and the
products of a company are perceived by the outsiders. The business climate is competitive in
the present age and hence it is important that MnM create a positive image in front of
customers, shareholders along with general public. MnM in the event of mismanaging the
image has to face a large number of problems in the competitive environment. The lack of the
brand image can cause high employee turnover along with drop in the stock value that can
affect the business of MnM (Chaudhri 2016, pp 419). The business climate in Australia is
very complex and the business enterprises should alter the strategies so that they can survive

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in Australia. Corportae identity can help MnM in building identity that can help in facilitating
corporate business objectives. The multi-sensory elements which are employed by the
marketers helps in communicating visual statement in relation to brand in front of the
customers. The corporate identity can be used by MnM for the promotion of its business. It
can help the company in gaining the international recognition that can help the company in
spreading its influence in the world.
Corporate identity can help MnM in distinguishing itself from the competitors that
can help it in building its reputation in the market. It can play a significant role in building the
corporate persona of a company that can help in creating a unique identity in front of the
customers (Zerfass, Verčič and Wiesenberg 2016, pp 38). It can help in reflecting the ethos
along with the principles of a company that can help a company in surviving in the long run.
The consumers in the event of feeling connected to the image of a business develops loyalty
towards the business. The good reputation of MnM can help the company in creating better
relationships within the network. It would be able to help MnM in attracting the supporters
and creating the opportunities for the growth. It can help in curating a positive impression of
the company that can help it in surviving within the competitive environment. The reputation
of the organization can help in influencing all the areas of the business that can ensure the
survival of the business. The business reputation of MnM can help the business in influencing
the minds of the target audience. It can help in influencing the future opinions of the
customers of MnM. The good reputation can help MnM in mitigating the effect of the bad
review and it can help in the survival of the business (Kaul and Choudhri 2017, pp 92). The
business reputation of the company can help it in addressing the false rumours that can help it
in creating a positive effect in the minds of the people. It can help the company in presenting
himself in a better light that can pave the path for the success of the company.
Methods implemented by manager for improving the image and identity of MnM

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There are various ways with the help of which the managers of MnM can improve the
image along with the identity of the business. The company can build a website that can help
in the communication of the mission and the vision of the company. It can help in
representing the brand in the right manner that can prove to be advantageous for the
company. MnM can create a positive image in the event of valuing the employees and
establishing healthy corporate culture. The company should eliminate any kind of
discriminatory practices in relation to hiring that can prove to be useful for the company. The
company should have a proper workplace culture that can be instrumental in the creation of a
positive image. MnM can value the employees by the implementation of progressive
employment policies (Nijkrake, Gosselt and Gutteling 2015, pp 81). The company should
invest in that of HR management solutions that can help in boosting the image of the
company before the people. The company should provide the transparent along with the
affordable retrenchment benefit that can prove to be of use for the image of the company.
MnM can involve itself in the sustainable practices that can work well for the
company. The company can encourage the aspect of the environmental protection that can
help in creating the identity of the company. The company can bring in the recycling bins and
switch to that of the energy conserving appliances that can prove to be useful for the creation
of identity of the company. MnM can support the movements which is in line with the values
of the organization which can help in the creation of a positive identity for the company.
MnM can build the trust and the authenticity in between the clients and the brand that ca be
advantageous for the future of the company (Lim and Greenwood 2017, pp 769). MnM
should treat the clients with a great deal of respect that can help in building the identity of the
company. The company should establish the unique value proposition that can aid in building
the identity of the company. The building of a brand which represents the organization in the
truest sense can be useful for building identity of company. The company can build a strong

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presence over the platform of the social media that can be useful in improving identity of the
company. It can help in growing the brand awareness of the company that can help in
building the reputation of MnM. MnM can create an impression with the help of the
advertising that can help in building the reputation of the company. The brand should have a
face and build the aspect of the industry credibility that can help in building the reputation of
the brand (Johnson and Zinkhan 2015, pp 349). The company should research the audience
along with the value proposition that can come to be of use for building the reputation of the
brand.
The company should create the visual representation that can help in representing the
business in the right manner. The visual representation of the business should be consistent
that can help in creating familiarity with the customers. The company can make use of
language that matches with that of personality of brand that can be useful for building up the
reputation of the company. The company can build the strong brand identity by establishing
emotional connection with that of the customers (Olins 2017, pp 90). It can help in building
the solid foundation that can be advantageous for ensuring the success of the company. MnM
should monitor the brand that can help in the maintenance of the brand identity. The company
can invest in the arena of the customer service that can help in the long-term growth of the
company.
Conclusion
Corporate communication is indicative of activities that can help in the management
of internal and that of external communications within the framework of an organization. It
can create a point of view that is favourable in stakeholders of company. Corporate
communication is indicative of message which are issued by the organization for employees
and that of general public. Identity creates positive impression which aids in the creation of

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name for a brand. Corporate image describes activities along with products which are
perceived by outsiders. Business climate can be said to be competitive in present age and
MnM should make use of positive image that can help it in attracting the customers. The
building of the website can help company in communicating mission along with vision. It
represents brand along the right channel that can be an advantage for company. The company
should value employees and establish that of healthy corporate culture that can help the
company in creating a distinct name within the competitive environment. The brand identity
can be created by the company by the establishment of emotional connection with consumers.

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References
Chaudhri, V., 2016. Corporate social responsibility and the communication imperative:
Perspectives from CSR managers. International Journal of Business Communication, 53(4),
pp.419-442.
Doorley, J. and Garcia, H.F., 2015. Reputation management: The key to successful public
relations and corporate communication. Routledge.
Johnson, M. and Zinkhan, G.M., 2015. Defining and measuring company image.
In Proceedings of the 1990 Academy of Marketing Science (AMS) Annual Conference(pp.
346-350). Springer, Cham.
Kaul, A. and Choudhri, V., 2017. Corporate communication through social media: strategies
for managing reputation. Sage New Delhi.
Lim, J.S. and Greenwood, C.A., 2017. Communicating corporate social responsibility (CSR):
Stakeholder responsiveness and engagement strategy to achieve CSR goals. Public Relations
Review, 43(4), pp.768-776.
Nijkrake, J., Gosselt, J.F. and Gutteling, J.M., 2015. Competing frames and tone in corporate
communication versus media coverage during a crisis. Public relations review, 41(1), pp.80-
88.
Olins, W., 2017. The new guide to identity: How to create and sustain change through
managing identity. Routledge.
Zerfass, A., Verčič, D. and Wiesenberg, M., 2016. Managing CEO communication and
positioning: A cross-national study among corporate communication leaders. Journal of
communication management, 20(1), pp.37-55.

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