In short: Corporate image is the resulting picture of an organisation in people's minds. It comes from their own experience, communication, employee behaviour, product and what others say about the company.
How I use corporate image in practice
I separate the creative idea from the communication task. First it must be clear who is speaking, what is offered and why it should be trusted. Only then do I add surprise or emotion. I assess the result by the quality of the response and subsequent behaviour, not visibility alone.
What to watch
Attention is not the same as trust. Corporate image can trigger reactions while weakening the brand or attracting an unsuitable audience. Watch for unsupported claims, manipulative urgency and a format that obscures the offer.
Questions for decisions
- Whom exactly does the message help, and in what situation?
- What single meaning should the person take away?
- Which evidence carries the main promise?
- How will we capture a quality response and what follows?