Building Company Image: What Aspects to Prioritize

  • A positive company image leads to higher brand recognition, customer loyalty, and better financial performance.
  • Good customer service and crisis management are crucial to building a solid reputation.
  • Transparent, responsible, and timely responses can help mitigate the impact of a crisis.
  • A positive workplace culture that values diversity, inclusion, and employee well-being can attract and retain top talent.

Building a positive company image is crucial for a business’s success. How a company presents itself to the world can significantly impact its profitability and growth potential. Studies have shown that companies with a positive image have higher brand recognition, customer loyalty, and better financial performance.

In a survey conducted by Nielsen, 59% of consumers prefer to buy goods and services from companies they recognize and trust. In addition, 74% of people are more likely to pay a premium for a product or service from a company with a good reputation.

A positive company image can also attract more qualified employees. In a Glassdoor survey, 77% of job seekers stated that a company’s reputation is vital when considering job opportunities. Companies with a positive image are more likely to receive job applications from qualified candidates.

To prioritize building a strong company image, businesses should focus on several aspects. Here are a few to prioritize.

Customer Service

Good customer service for company image

Customer service is one of the most critical aspects to prioritize when building a positive company image. Exceptional customer service can create a memorable customer experience, leading to brand loyalty and positive word-of-mouth referrals. According to a survey by American Express, 60% of customers are willing to pay more for better service, and 73% of customers stated that friendly customer service makes them loyal to a brand.

Furthermore, good customer service can also mitigate potential negative feedback. In today’s digital age, customers can easily voice their opinions and experiences online, significantly impacting a company’s reputation. However, companies that prioritize customer service and promptly address any issues or complaints can turn negative feedback into a positive experience for the customer and demonstrate their commitment to providing quality service.

Achieving quality customer service will require businesses to train their employees to appropriately interact with customers and implement customer service software that can automate processes and help track customer data.

Crisis Management

Business getting over crises

In addition to customer service, handling business scandals and threats is crucial in building a positive company image. How a company responds to a crisis can make or break its reputation and affect its financial performance in the long run.

Here are a few strategies to consider for handling business scandals and threats:

Quick Response Time

When a scandal or threat arises, time is of the essence. Companies that respond quickly and efficiently can show their stakeholders that they take the issue seriously and take steps to resolve it. For example, when Starbucks faced backlash after an incident at one of their stores in Philadelphia, they responded quickly and shut down all their stores for a day of racial-bias training.


Being transparent during a crisis can help a company regain stakeholders’ trust. Transparency means being open and honest about the situation, the steps being taken to resolve it, and the potential impact on stakeholders. For example, when Chipotle had several food poisoning outbreaks, they were transparent about their measures to prevent future attacks, such as implementing food safety training and changing their food handling practices.

Taking Responsibility

When a crisis occurs, a company must take responsibility for the issue, even if it was not entirely its fault. Taking responsibility shows stakeholders that the company is accountable and willing to make things right. For example, when Samsung faced a crisis with their Galaxy Note 7 phones exploding, they took responsibility and issued a global recall of all the affected devices.

Learning and Improving

After a crisis, a company needs to learn from the experience and take steps to improve its processes and prevent similar issues from happening in the future. Companies that commit to learning and improving can regain their stakeholders’ trust and strengthen their reputation. For example, after a data breach, Target implemented new security measures and offered free credit monitoring services to affected customers.

Workplace Culture

One additional aspect that a company should prioritize in building a positive image is presenting a great workplace culture. A company’s culture can significantly impact how customers perceive the brand and potential employees view the company as a workplace.

Companies must prioritize employee well-being and work-life balance to build a positive workplace culture. Employee engagement programs, flexible work arrangements, and team-building events can help boost employee morale and create a positive work environment. Companies that provide a clear and well-communicated mission statement, core values, and a sense of purpose to their employees tend to have higher job satisfaction rates.

Diversity, equity, and inclusion should also be a cornerstone of a company’s culture. A diverse and inclusive workplace fosters innovation, creativity, and collaboration, leading to better business outcomes. An inclusive work environment also attracts a broader pool of candidates when hiring, ensuring that the company is recruiting from a diverse talent pool.

You can also utilize the existing employee pool to present your company in a positive light and attract more qualified candidates. A video shoot with employees wearing clothes you can get from a uniform rental company can help your audience connect with the people working for you.

Final Thoughts

Building a positive company image is essential for attracting customers, qualified employees, and investors. Companies can build a strong reputation that will serve them in the long run by focusing on customer service, crisis management, workplace culture, and diversity & inclusion. This ultimately leads to higher brand recognition, customer loyalty, and better financial performance. Building a solid company image is an investment in your business’s success.

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