Corporate Image Positioning

Image Consultant Training

A good or bad corporate image can have direct impact on company’s success and reputation in the market. The image positioning strategy is one of those cornerstones that serve to differentiate a company from your competition. The way a company’s positions itself and how the brand identity is communicated determines how key stakeholders and customers perceive it. The good news is that a bad or somewhat blurred corporate image can be repositioned so that you as a business earn the desired reputation.

Organizational Need Analysis

To develop a repositioning statement you are facilitated to invest in your employees in a way that they add value to your business each and every day. The approach incorporates concept models and tools that help you to change your image.

The need analysis focuses on:

• How the company is currently positioning the business in general and brands in particular?
• How the company attracts and retains talent?
• What strategy has company incorporated to attract and retain customers?
• What steps company takes to manage effective relationships with business partners and investors?
• The developmental and motivational strategies the company is using?

A thorough analysis is undertaken for the company’s greatest asset i.e. Employees. Since people buy people, therefore staff must possess the skills and capabilities that project appropriate corporate image. Employees add value to the business on a day to day basis which involves interaction with customers, partners, suppliers and even investors. This heightens the need that employees act as Brand Ambassadors so that corporate reputation is saved from deterioration.

This focuses on:

• Understanding major functional roles in organizational context
• Reviewing skills and qualifications profile through personnel records
• Linking personal development needs to company’s long term goals
• Identifying skill or behavioral competency gaps
• The hard and soft skills required to perform at each level

This is followed by prioritizing areas, consulting informational interviews with employees and translating them into action items. The other major components being analyzed include the hiring practices, marketing materials, advertising, customer services and other significant factors.