Importance of Corporate Reputation, Image, and Identity in Effective Communication

Running Head: MANAGEMENT
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Management
2/16/2019

MANAGEMENT
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Executive Summary
The concept of corporate reputation, image, and identity has been one of the significant
aspects in any organisation leading to the growth and success. An organisation’s brand
identity refers to the aspect of total value proposition made to the customers and other
stakeholders. On the other hand, the concept of corporate reputation comprises several other
things, i.e. it is the overall estimation of the company’s image in terms of the internal as well
as external stakeholders. The report has described well about the image, identity and
corporate reputation, and the relationship with the integrated communication. Corporate
communication has been another significant aspect determining the growth, and overall
success in the longer period. Therefore, every organisation must focus on improving and
enhancing their communication through devising effective organisational strategies. Effective
communication in organisation will lead to other benefits such as growth, recognition,
performance, whereas barriers create negative impact on the growth and image. Hence,
organisations must focus on two-way communication, as it leads to strong corporate
reputation and brand image amongst customers, and other firms.

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Contents
Introduction...........................................................................................................................................4
Identity, Image, & reputation in Contemporary organisations...............................................................4
Issues of consistency.........................................................................................................................5
Customer service and distrust amongst employees............................................................................5
Shaping identity – Corporate brands and logos.....................................................................................5
Importance of effective communication................................................................................................6
Brands and logos...................................................................................................................................6
Two-way communication strategy.....................................................................................................7
Barriers to Effective Communication....................................................................................................7
Miscommunication or Personal barriers............................................................................................7
Lack of Transparency or Organisational barriers...............................................................................7
Recommendations to enhance communication......................................................................................8
Encourage open feedback:.................................................................................................................8
Market research:................................................................................................................................8
Conclusion.............................................................................................................................................8
References...........................................................................................................................................10

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Introduction
The report brings about the discussion on the concept of the identity, image, and corporate
reputation in context to the contemporary organisations and other related aspects. The idea of
identity in the management organisations states about strategic direction to attain goals and
objectives (Wheeler, 2017). Therefore, the corporate image or identity explains about the
ways an organisation presents itself to the public or other organisations, as a primary goal of
the corporate communications. Thus, the report will explore the concept of strong brand
image or identity and the contribution of strong image towards enhancing the communication
within organisations.
Identity, Image, & reputation in Contemporary organisations
In context to the business organisations, the concept of corporate identity refers to the set of
multi-disciplinary elements, which are utilised by the marketers of the company to
communicate the visual statement about the brand to their customers. These themes or
elements that shape or build a strong brand image of the organisation include corporate
brands and logos. Logos are important features in any organisation, and are more important
than the name of the company, as it presents the visual image of the brand (Abratt and Kleyn,
2012). For an instance, the golden arches of the company McDonalds, has recognised
worldwide, demonstrates the stylized restaurant in the food industry. Thus, the logo of
McDonalds attracts large number of consumers through increasing awareness and prevalence
using several media.
On the other hand, the concept of the image mentions, that it is the reflection of an
organisation, or in other words it describes it states about the perspective of the stakeholders
towards the organisation. Due to the increasing globalisation, and the product
commoditisation, their stakeholders perceive the company’s brand image or identity by
making differentiation between organisations. Therefore, some of the organisational
characteristics, which contribute to identity, include strategic vision, effective branding, and
consistent and integrated self-presentation (Haque, Deegan and Inglis, 2016).
Therefore, the foundation of a solid reputation of any organisation, results from the
successful alignment of the image and identity. An organisation’s reputation is built over
years, is the positive outcome of both internal and external constituencies; therefore, differs