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

This report discusses the importance of identity, image, and reputation in corporate management communication. It explores the issues related to corporate identity shaping, corporate branding, and corporate image differentiation. The report also delves into the measurement and management of corporate reputation, as well as the role of employees in managing reputation. Overall, it highlights the significance of these factors in the success of an organization.

Management Communication
Student name:
University name:

Abstract
In business, world communication plays a pivotal role in sharing data and information.
Managerial communication is important and essential within the organisation for the
increment of productivity. This report sheds light on the major three issues of the
corporate managerial communication which are identity, image and reputation. Identity
issue shaping is the common problem in the modern business world and corporate
branding and the logo of the organisation which comes under identity issue category is
quite important for the increment of the productivity of the organisation. The image issue
is also pivotal for corporate management because it is the customer's perception of the
brand. There is a brief differentiation of the corporate image and the corporate identity in
this report. Reputation is also described where it is said that it is the observer’s remarks
about the corporation. There are some reputation issue and employee engagement
brief in the report. And there is the concluding paragraph added.

Table of Contents
1. Introduction....................................................................................................................5
2. Identity, image and reputation.......................................................................................5
Introduction to this section.............................................................................................5
2.1 Shaping identity issue..................................................................................................6
Figure 1: Corporate identity........................................................................................6
2.1.1 Corporate brand....................................................................................................7
2.1.2 Logo......................................................................................................................7
2.2 Image issue.................................................................................................................8
Figure 2: corporate image..........................................................................................8
2.2.1 Differentiation image from identity........................................................................9
2.3 Reputation issue..........................................................................................................9
2.3.1 Measuring and managing reputation....................................................................9
2.3.2 Employees managing reputation........................................................................10
3. Conclusions.................................................................................................................10
References.......................................................................................................................11

List of figure
Figure 1: Corporate identity...............................................................................................6
Figure 2: Corporate image.................................................................................................8

1. Introduction
Communication in the business world plays as the pivotal character in case of sharing
information. In an organisation, the employees need to keep communicate among
themselves for the knowledge of the latest development. Managerial communication
can be defined as the function which provides help in case of communication to the
managers among themselves and with the employees in an organisation (Richards et
al. 2019). There is a major importance of corporate communication in the business
world. Effective communication always provides transparency. The employees always
feel a sense of importance and the part of the big picture when the managers
communicate with them clearly. The transparency in the communication with the clients
increases the value of the organisation. The managers can learn the corporate
communication function by building the sense of the group work, reducing the
miscommunication, protecting the branding of the organisation and lastly improving the
customer service procedure.
2. Identity, image and reputation
Introduction to this section
It is intended now to detail about the corporation management through identity, image
and the reputation of the organisation. The strong identity incorporation ensures the
internal as well as external communication consistent and coherent which are directed
to the organisation's stakeholder. The strong identification of the corporation can be
considered as a source in case of competitive advantage. The corporate image is
considered as the most important asset in the organisation. Its action is to provide
comfort to the customers and assure them that they are buying the exact and the best
thing. The attitude of the employees along with the analysts and the influencers are
influenced by it. The reputation in the business world helps in acquiring new and
wealthy customers.

2.1 Shaping identity issue
The corporate identity issue is a growing important attribute in all organisations. The
development and the management of corporate identity are becoming the key
dimension in the strategy of the organisation. The identity of the corporation goes
beyond the name and logo of the corporation and covers all the aspect of the external
and internal communication of the organisation. For overcoming the identity issue the
organisation need to take some steps as follows.
Figure 1: Corporate identity
(Source: Giessner, Horton and Humborstad 2016)
 It is important to take the internal inventory along with finding the USP of the
organisation. The business plan, vision and mission statement, brand strategy
and the values need to have introspective look to find the unique difference and
the competitive advantages by shaping the corporate identity (Giessner, Horton
and Humborstad 2016).
 The honest opinion and feedback of the organisation from the engaged people
for the change of the perception prior to the publication of the corporate identity.
corporatedesigncorporateculturecorporatebehaviourcorporatecommunicationscorportaelanguage
Corporate
identity
Corporate image

 If the vision of the future is clear of the organisation then it can help in shaping
the corporate identity of the present position as well as the future position.
2.1.1 Corporate brand
The corporate branding can refer to the practice of promotion of the brand name of the
corporate entity in order to opposition to the specific services or the products. The
scope of the branding of a corporation is much broader than the service or product
branding. Corporate branding is considered as the intangible attitude as well as the
spirit behind the organisation which gives the unique identity in the business world and
in the mind of the customers (Yakimova et al. 2017).
Corporate branding has unique advantages described below.
 Competitive advantages can be provided from corporate branding at the time of
product selling and servicing in the market.
 Branding facilitates the chance of launching a new product and being concerned
about the good acceptance of it in the market.
 It provides help in entering a new market in domestic or international level
locations.
 It creates an emotional connection with the perspective as well as the existing
customers as the brand loyalty feeling consumes their mind.
2.1.2 Logo
A corporate logo can be described as the graphical symbol which represents the
organisation. The logo is defined as the foundation of the company’s brand and
considered as the primary means through which the consumers can create an image of
the organisation. There is various importance of the logo of an organisation in the
business world such as it grabs the attention of the stakeholders, makes an unique first
impression, can be considered as the foundation of the brand identity, distinguish the
organisation from the competitors and lastly foster the brand loyalty of the organisation
among the customers (Foroudi, Melewar and Gupta 2017).

2.2 Image issue
The corporate image can be defined as the public perception of the brand. In the case
of the sculpture of the organisation's corporate image, the action of the organisation
matters the most. The actions can be like the development of innovative products,
following the ethics, valve operation, and respect towards the employees’ etc (Tran et
al. 2015). Corporate image is considered very important in today’s business world.
People support those organisations whose belief and values math with them. So the
organisations are letting the world know about their values and beliefs for solidifying the
ideal image in the mind of the consumers.
Figure 2: corporate image
(Source: Tran et al. 2015)
The ways to bolster the corporate image is as follows
For the building of the loyal following of the brand, the core message of the organisation
should be on the purpose and objectives. Transparent and convincing purpose
conveying of the brand action can forge the emotional link with the customers which is
required.

It creates an issue when brands don’t follow the values they boast about and once the
hypocrisy is discovered it is impossible to retain the image back. So the actions of the
organisation need to be aligned with the values (Tran et al. 2015).
2.2.1 Differentiation image from identity
Corporate identity is concerned with the visual appearance of the organisation like logo,
stationery, websites and brochures whereas corporate image can be defined as the
public perception and it is crucial to handle those perceptions. For making strong
corporate identity the required factors which need to be considered are corporate
design, corporate communication and corporate behaviour but in case of effective
corporate image the ways which need to be adopted are corporate identification tools
like logo, slogan, mascots, the mission and vision statement of the organisation,
promotional activities and lastly the employee training programs.
2.3 Reputation issue
The reputation of a corporation can be defined as the collective judgment of the
observer in case of the corporate-based assessment of social, environmental and
financial impacts in the corporation over a long time. The main sources of corporate
reputation are information and experience. The favourable reputation requires
admirable identity which can be moulded by the consistent performance over a longer
period of time. Because reputation is considered intangible so the organisations can find
it difficult to manage. For the improvement of the reputation of the organisation, it is
essential to go through research procedure for knowing the key areas of the
organisation and the way of perceiving those internally as well as externally (Armstrong
2018). It is also required to identify the weaknesses of the organisation so that the
employees appointed on those divisions can improve thinking in that area.
2.3.1 Measuring and managing reputation
Reputation management can be considered as a complex strategic issue. The leaders
and the managers face the challenge in measuring the reputation of the organisation on

a regular basis as well as understanding the factors which can drive and ultimately bring
success to the business. There are some key factors which need to be measured for
the reputation management are managing the overall reputation of the organisation,
measuring the quality of services and product, measurement of the overall trust and
loyalty and the measurement of the perception of the social responsibility (Fombrun,
Ponzi and Newburry 2015). Employers are considered as the main element of corporate
reputation management as they represent the organisation.
2.3.2 Employees managing reputation
Employees are considered as the unique source in the corporate reputation
management and they create positive financial performances which ultimately lead to
sustainable competitive advantages. The corporate reputation is considered important
in an organisation and the employees are the key element for linking it. It is essential to
understand the synergistic role of the employees in the overall positioning of the
corporate reputation and thus the management can obtain the achievements in
satisfying the strategic objectives of the corporation. When the employees feel satisfied
with the work then they give their undivided attention towards the success of the
organisation which increases their reputation.
3. Conclusions
Following on from the above report it can be concluded that in the corporate
management communication the identity, image and reputation play a significant role.
The strong identity of the corporate can ensure the internal competency in corporate
management whilst the image of the corporate is considered as the intangible asset. It
is essential to mitigate all the issues related to the corporate image identity and
responsibility so that the organisation will be able to shine in the business world with
high brand value and strong customer loyalty base and reach the level of the desires of
the customers.

References
Perez, A., 2015. Corporate reputation and CSR reporting to stakeholders: Gaps in the
literature and future lines of research. Corporate Communications: An International
Journal, 20(1), pp.11-29.
Richards, G., Yeoh, W., Chong, A.Y.L. and Popovič, A., 2019. Business intelligence
effectiveness and corporate performance management: an empirical analysis. Journal
of Computer Information Systems, 59(2), pp.188-196.
Tran, M.A., Nguyen, B., Melewar, T.C. and Bodoh, J., 2015. Exploring the corporate
image formation process. Qualitative Market Research: An International Journal, 18(1),
pp.86-114.
Yakimova, R., Mavondo, F., Freeman, S. and Stuart, H., 2017. Brand champion
behaviour: Its role in corporate branding. Journal of Brand Management, 24(6), pp.575-
591.
Foroudi, P., Melewar, T.C. and Gupta, S., 2017. Corporate logo: history, definition, and
components. International Studies of Management & Organisation, 47(2), pp.176-196.
Giessner, S.R., Horton, K.E. and Humborstad, S.I.W., 2016. Identity management
during organisational mergers: Empirical insights and practical advice. Social Issues
and Policy Review, 10(1), pp.47-81.
Armstrong, D., 2018. Risk management: How companies proactively identify their
reputation risks. Governance Directions, 70(11), p.700.
Fombrun, C.J., Ponzi, L.J. and Newbury, W., 2015. Stakeholder tracking and analysis:
The RepTrak® system for measuring corporate reputation. Corporate Reputation
Review, 18(1), pp.3-24.