Image as a means of business communication. Lecture 7. Term 6

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IMAGE AS A MEANS OF
BUSINESS COMMUNICATION
Lecture 7. Term 6.

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Plan:
1. Concept and functions of image
1.1. Image definitions
1.2. Varieties of image
1.3. Importance of image
2. External image of the organization
3. Internal image of the organization
4. Preserving and protecting a positive image of the
organization
5. Professional image
5.1. Attributes of a professional image
5.2. Effects of a professional image on self-confidence
5.3. Development of a professional image

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I. CONCEPT AND FUNCTIONS OF IMAGE
1.1. Image definitions
• Image (from the Latin imago (“imitate”) is an opinion or
judgement expressing an assessment of something, an
attitude towards something, a look at something.
• In business image is the level of reputation and an
overall picture a person / company has been able to create
in the eyes of public, competition, end-customers and other
subjects involved.

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Related concepts
Imageology (from Latin imago - “image”
and logos - “teaching”, “science”) is a
science that studies the problems of image
formation and functioning.
Image maker is one who uses the
techniques of advertising or public relations
to create a favorable view, as of a person or
institution.

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1.2. Varieties of image
1) Personal and corporate.
2) Desired and perceived.
3) Socio-situational and permanent.
4) Positive, negative and neutral.
5) External and internal image (of an
organization).
6) Social, managerial, financial, scientific,
etc. images (in functional terms).

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1.3. Importance of image
“You can be as smart, honest and
professional as you like, but you
will become significant for society
only when you can present
yourself accordingly”.
(F. Davis)

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The significance of personal image
is that it helps to:
• gain sympathy
1
2
3
4
5
6
• make communication between people more comfortable
• influence other people more effectively
• realize business goals and solve business problems
• get promoted to positions of greater responsibility
• have higher performance ratings

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The significance of corporate image
is that it helps to
affect sales and prices
generate additional profits
take a leading position in the market
lower barriers to competition
open up new markets
attract the best employees
secure business partnerships
protect a business during a crisis

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II. External image of the organization
2.1. Functions, services, steps, process of external image formation
2.1.1. Functions of
external image
formation:
1. Creating the
desired
impression of
the organization
in the eyes of
external
audiences.
2. Disclosure of
the specifics of
the organization
and benefits for
the client.
3. Encouragement
of recipients to act.

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2.1.2. Services managing the external
image of an organization:
1
2
3
4
• corporate development departments
• public relations services
• advertising and marketing departments
• other departments directly involved in
business communications

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2.1.3. Steps in the formation of an external image:
1. Identification (individualization)
• determining the special characteristics
of an organization that distinguish it
from others (=corporate identity)
2. Accentuation
• emphasizing winning characteristics in
an appeal to the audience;
• disseminating information about the
organization
3. Promotion
• creating favorable conditions for the
perception of the desired
characteristics by the audience.

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2.1.4.Process of the external image
management:
1) Design of options for the desired image of the organization.
2) Testing the proposed options.
3) Selecting a working draft of the desired image.
4) Developing, controlling and updating all image components
(on the basis of the selected project).

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2.2. Components of the external image of the organization
- 1. Brand name and abbreviation requirements:
- reflect characteristics of the organization, its specialization
(e.g., "Stack" is an appropriate name for a computer company);
- be concise; sonorous; easy to remember;
- inspire confidence
(e.g., in Russia “nominal” names - “Nikitin”, “Alatartsev Agency”,
and pseudo-official names - “Soyuzkontrakt”, “October”, etc.
inspire confidence);
- sometimes abbreviation becomes better known than the full
name
(e.g., NHL - National Hockey League, CNN - CableNews Network,
IBM - "International Business Machines").

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2. A logotype is usually a symbol or letter that
helps make the name of a company and
defines its character.
The logo
reflects
the mission
of the
organization
the prospects
for its
development

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Shape
The fluidity and quickness of their
services are symbolized by the lines.
Color
The color blue symbolizes
trustworthiness, intelligence, loyalty, and
stability.

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The logo may slightly or greatly change
over time. For example:

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3. Motto
The corporate motto is a saying that reflects
the credo of the company.
“We make people
happy.” (The Walt
Disney Company)
“Let's change life for the
better!” (Philips)
“Advancement through
technology.” (Audi)

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4. Heroes
World-famous examples of company heroes are
-Henry Ford for Ford Motors,
-Bill Gates for Microsoft,
- Elon Musk for PayPal, SpaceX and Tesla Motors.

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5. Legends, stories, traditions
For example:
• There is a legend regarding Apple.
• At one of the meetings, Jobs threatened marketers that he
would name the company the first item that came to his
hand.
• The version is very impressive, but the truth is different.
The logo was created based on the story of Isaac Newton
and the apple.

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6. Corporate standards
They are norms regulating a wide variety of elements and
procedures of the organization's activities:
- the appearance of
employees;
- customer service;
- communication
standards for employees.

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7. Branded clothing and accessories:
a suit, vest, T-shirt, hat, cap, baseball cap, apron, etc.

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8. Branded color, corporate color scheme
How to Choose Brand Colors
• Have 1-3 main colors maximum (1-2 is ideal).
• Red
- feelings of warmth, energy, and excitement.
• Yellow
- feelings of optimism, happiness, and spontaneity;
sunshine, gold, or electricity.

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9. Packaging
• a wrapper,
• a plastic bag,
• an adhesive tape with a branded indication, etc.
Apple packaging example:
- simplу made, no complications;
- the color is always white.

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10. Office supplies :
envelopes, postcards, notebooks,
weeklies, calendars, etc.

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11. Transport and vehicles

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12. Badges

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13. Souvenirs.
14. An organization's
newspaper.
15. Website on the Internet.
Etc.

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2.3. Means and methods of forming the external
image of the organization
The organization affects:
1) consumers
by
-quality of
goods
-packaging
-advertising
etc.
2) sales
intermediaries
3) the public
by
- letters
- advertising
in
commercial
publications
- branded
periodicals
by
- personal
contacts
- participation of
official
representatives
of the company
in public affairs
- charity events
4)
shareholders
by
- reports on
financial
results
- annual
meetings
and reports

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III. INTERNAL IMAGE OF THE ORGANIZATION
A positive internal image presupposes:
-the dedication of employees
to their company,
- team spirit,
- enthusiasm for customer
service.

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Formation of a positive internal image of the organization:
1. Purposeful management of internal communication:
1
2
3
4
• Determining the company's internal communication policy.
• Developing programs and plans.
• Acquainting employees with the concept of its development
(by the management of the organization).
• Organizing internal meetings and gatherings.
5
• Internal media (newspapers, magazines, radio and
television programs).
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• Creating special services of the enterprise; charity events,
etc.

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2. Training and consulting, directly aimed at maintaining the
image of the organization in the eyes of the staff:
Training employees in
professional
performance of duties at
the level of the declared
standards and in
representing the
organization to
consumers.
Teaching that the
customer is always in the
center of attention.

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3. Labor incentive programs:
- direct material rewards,
- the provision of opportunities for
advanced training,
- the use of one’s knowledge
and abilities, creativity, growth
and promotion,
- respect for others,
- approval and recognition of the
contribution to the common
cause, and the social usefulness
of the results.

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4. Personnel policy:
- carefully developed criteria for compliance when
hiring,
- a multi-stage selection of personnel,
- a system of professional adaptation,
- continuous training of personnel,
- determination of the authority of employees,
- promotion and rotation of personnel.

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5. Maintaining a favorable socio-psychological climate in the team
- a management
style that meets
expectations
- the selection of
employees for
compatibility
- monitoring of
group sociopsychological
processes
- the formation of a
sense of
involvement of
employees in the
affairs of the
company

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IV. PRESERVING AND PROTECTING A POSITIVE IMAGE OF
THE ORGANIZATION
1. Not violating the declared standards and
norms of its activities.
2. Avoiding inflated and dishonest advertising.
3. Respecting customers and their needs.
4. Maintaining high quality products.
5. Not sacrificing the future of the company and
its long-term image for easy short-term profits.
6. Membership in reputable organizations with a
high reputation.

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V. PROFESSIONAL IMAGE
• 5.1. ATTRIBUTES OF A PROFESSIONAL IMAGE:
1)
Appropriate professional appearance:
a) your professional dress
b) your grooming
2)
Manners and etiquette:
•Being polite.
•Knowing how to behave in difficult situations.
• Knowing conversational rules.
3)
Code of behavior:
• Respecting the organization and its rules.
• Being a loyal employee.
4)
Effective communication.

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5.2. DEVELOPMENT OF A PROFESSIONAL IMAGE
Resources in developing
a professional image
Literature
Online resources
Consultants
Mentors
Training
Company policies
and procedures

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Watching the video: How to Enhance your Professional Image.

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•THANKS!