Introduction
The public image of a company is an extremely important part, since certain factors depend on it for its success. Regardless of the size of a company, the image it projects has a significant impact on its growth and permanence in the market.
From a very young age we have heard sayings such as: “There are no two opportunities to make a first impression”, “How they see you, they treat you”, “The image is something that we must take care of because it is the first thing that is seen of us”. they serve as a prelude to understanding the word Imagology, which is nothing more than the systematic study of the public image.
As a term it is used to define the creation and care of the public image of a person or company through the development of strategies aimed at analyzing the impression that is projected in the environment.
Having an image is inevitable, so the more aware you are of its relevance the better. On the contrary, the lack of attention in it, can become a silent enemy that sooner or later will undermine the interests and existence of the company.
Concepts
The first thing to make clear about the concept of "imagology" is that it is a neologism, which means that it belongs to a group of new words, which are inserted into the language.
The word "imagology" comes from the Latin root Imago, which means image, and is defined as the figure, representation, resemblance and appearance of a thing; and lodge, a term derived from logos, which is the study, science, the expression of something, in this case the image.
Imaging is supported by knowledge of sciences such as linguistics, psychology, communication, biological anthropology, semiology, design and the history of art and culture, etc. to study and control the stimuli that a person or institution emits, and how these stimuli shape images subordinate to their target audience.
Public image
The representation, figure, appearance or likeness of something is known as an image. This term, which comes from the Latin word imago, also refers to the visual representation of an object that is made through the techniques of photography, painting, design, etc.
Public, for its part, is an adjective that refers to what is manifest or notorious, or that is seen or known by all. The public is also associated with what belongs to or relative to the people.
These definitions allow us to understand the notion of public image, which indicates the representation or figure of a person or an entity that makes a society. This means that the public image is made up of the set of features recognized by the community.
The public image is built from actions and behaviors that are noticed by the population. That is why its construction is influenced by the mass media, since they are in charge of transmitting what has been said and done by a personality or an organization to society. A media outlet, therefore, can be responsible for improving or damaging someone's public image.
Importance
The image is a result and therefore it is caused by something; In other words, it is the effect of one or more causes. These causes will always be external, alien to the individual, and the effect will be internal, since it occurs within the individual himself, in his mind. The effect produced will depend on the coherence of the causes. In this sense it always refers to the image in its mental character.
The image will produce a value judgment in whoever conceives it, so that their opinion will become their reality. Said reality does not necessarily have to be true or correspond to the reality of the emitting source, so we would be facing a strictly individual "fictitious" reality, that is, an individual image; This situation is the cause of the typical conflict that everyone has experienced when they have confronted what they are with what others think they are.
The value judgment is the spring that drives the consequent individual action: accept or reject what is perceived. The behavior will then be conditioned by the individual image and will be the product of coherence with the message transmitted.
When the individual mental image is shared by an audience or group of audiences, it is transformed into a collective mental image, giving way to the public image. Based on all the above, it can be concluded that a public image will be the shared perception that will provoke a unified collective response.
Stimuli
In a figurative sense a stimulus is an incitement to act or function. You can imagine how many kinds of stimuli there may be and how many ways there may be to classify them depending on a myriad of criteria. If they are analyzed, you run the risk of getting into a useless sea of theorizing that will ultimately be alien to the purpose of the study. That is why Gordoa proposes that only three are distinguished. (Gordoa, 2007)
Verbal stimuli
As their name indicates, they generate perception mainly through the word in any of its forms: oral or written. For example a statement in a radio interview or a congratulatory letter. In the first, the tone, volume of the voice and the diction of the speaker will influence as non-verbal stimuli; in the second they will be communicating non-verbal stimuli: the quality and color of the paper, the shape and color of the typography, a logo, the features of the signature, etc.
Non-verbal stimuli
They are those that generate perception through resources other than words. They are more difficult to control due to their multiplicity of emission sources, ranging from visual to olfactory, as they can transmit several messages together, their creation and management require specialized preparation.
Mixed stimuli
They are those that generate perception through the simultaneous emission of verbal and non-verbal stimuli. Its problem lies in the fact that there are generally more non-verbal stimuli than verbal ones and they modify the former, either supporting or contradicting them.
In accordance with the above, it is concluded that the stimuli emitted by something or someone will generate perception that will be translated into an image, which will become the identity of the person who has been perceived, once granted, this identity will become the truth particular of who has perceived it. Therefore, perceiving identity, identifying, becomes a piece of knowledge that becomes experience and therefore psychological property. So do not spread the thought that creating and caring for an image is an act, falsified, materialistic, superficial or vain. It is a process that can never contradict or be alien to the essence and whose mission will be to harmonize the background and the form of a person or institution to enhance it in such a way that it can be positively identified.
Benefits
There are several benefits that a good public image can give to a company, among these are: (The Entrepreneur, 2010)
- It generates greater trust It projects honesty It gives a testimony of know-how It positions itself in front of its competitors It conquers new markets It becomes a market leader It enjoys more and better economic benefits.
The 6 images of a company
For the analysis of the public image of a company, it must be understood that it is an organism made up of a set of six images, which result in a global integration of the company.
1 .- Physical Image
The physical image as a code of non-verbal communication includes not only clothing but also hairstyle, makeup and accessories;And please do not think that I am only referring to female accessories such as earrings, necklaces, bracelets and bag, also include the belt, shoes, watch, glasses and men's briefcase, just to mention in a general way some of them. Taking the concept further still, the physical image is not only a matter of clothing, it also includes the shapes and measurements of the face and body, the colors, patterns and textures used in clothing; It includes the posture when standing and sitting and the way of walking, the smile and other gestures, the gestures, the visual contact and the tactile behavior, aspects that must be studied and know how to handle correctly in order to have a good personal image. (Gordoa, 2007)
2 .- Professional Image
Professional image can be defined as the perception of a person or institution by its target groups as a consequence of the performance of their professional activity. Within the wide range of stimuli that can be emitted in the exercise of our professional work, regardless of the field to which we dedicate ourselves, there are two main factors that will decisively influence the way in which we will be perceived by those with whom we have dealings: the way how we behave during the course of personal contact and how we respond when a crisis occurs. In other words, we are talking about the two areas that will determine our professional image: protocol and crisis management. (Gordoa, 2007)
3 .- Verbal Image
The verbal image can be defined as the perception of a person or institution by its target groups as a consequence of the use of the oral or written word. The verbal image is one of the images subordinate to the personal or institutional image that has the most weight in shaping perception because the stimuli that make it up are words in their oral or written form. (Gordoa, 2007)
4 .- Visual Image
The visual image can be defined as the perception of a person or institution by its target groups as a result of the use of stimuli directed to the sense of sight. This definition opens the field to the stimulation of audiences through the use of photographs, shapes and colors, signs, symbols, packaging, promotional items, information materials such as catalogs, brochures, instructions, etc., and all those visual elements that may represent the image of a person or institution. (Gordoa, 2007)
5 .- Audiovisual Image
The audiovisual image can be defined as the perception of a person or institution by its target groups as a consequence of the use of stimuli directed to the sense of sight or hearing, emitted either simultaneously or separately. It is clear that the disciplines specialized in advertising, propaganda, audio and video production, including music production, find fertile ground for their development in this area and should be used in order to create a convincing public image. However, the result of the activities described would not be productive and would not go very far if they did not have the most powerful vehicles for transporting messages that exist: the media. (Gordoa, 2007)
6 .- Environmental Image
The environmental image can be defined as the perception of a person or institution by its target groups as a consequence of the use of stimuli emanating from their settings.
The perception of the environment is a wonderful and unique psychological process. Through perception, even if it occurs unconsciously, the various environmental stimuli encountered by the individual everywhere, are organized to form a coherent and integrated picture of her world. It is an active, complex and dynamic process that will require coherence in the stimuli so that the feeling of integration is produced, which will finally lead to the acceptance of the environment. Environmental perception involves the process of knowing the immediate physical environment through the senses. (Gordoa, 2007)
The 13 axioms of the image (Gordoa, 2007)
The word axiom comes from the Greek noun αξιωμα, which means "what seems fair" or that is considered evident, without the need for proof. The term comes from the Greek verb αξιοειν (axioein), which means "to value", which in turn comes from αξιος (axios): "valuable" or "worthy". Among the ancient Greek philosophers, an axiom was what seemed true without the need for proof.
In the book The Power of the Public Image, Gordoa mentions 13 axioms of the public image, which are described below.
1 .- It is inevitable to have an image
All the things that surround us have an image, it is the visual part that represents and characterizes them, this can be good or bad, correct or incorrect depending on the turn that is given, but nobody escapes having an image. Felipe Calderón, president of the Mexican Republic, has his own image, and represents the PAN.
2 .- 83% of the decisions we make for the eyes
That from sight that love is born is totally true…. During the Nixon-Kennedy debate for the US presidency, people who followed the debate on the radio gave Nixon the winner, while Kennedy won by a wide margin for those who saw him on television. Nixon appeared before the cameras looking sickly and weary; instead, Kennedy, who had rested before the debate, sported a healthy tan and was relaxed and confident. After the debate, the polls passed judgment: Kennedy, who started with a slight disadvantage, had passed Nixon. But for the 80 million viewers who saw him on television, Kennedy, his good looks and better disposition prevailed by a wide margin.
3. -The brain process that decodes the stimuli takes a few seconds
"The first impression is what counts"… when you present yourself to any social or work group, the first impression they have about your person is the one that will remain with them forever, so if you arrive in a bad mood due to excess traffic worry because everyone will think you are a bitter and stressed person.
4. -The mind decides mainly based on feelings
Like most women, when we go around the mall we are always shocked when behind a window we see the shoes of our dreams, even if they are not needed, even if it is a color that you may not even use, you fall in love with something and usually you get carried away by that hunch and you finally get the shoes.
5. -The image is dynamic
This usually happens with most artists with a long career, as time passes they change their image, some improve and some get worse. Most try to adapt to the fashion of the moment or what is trending. Such is the case of Michael Jackson, who through the years had notable changes in his physique that in my view were extreme and it seems that in the end they are two completely different people.
6. -The creation of an image must represent the essence of the issuer
When creating an image it must always go hand in hand with the essence of the person and the physical and internal characteristics that represent it. I feel that a mismanagement of this essence was the image of Britney Spears because at first they painted her as a sweet and tender girl and she turned out to be the opposite, so she totally lost credibility.
7. -The image is always relative
There is no good or bad image and no one is going to tell you that it is correct or incorrect, it will depend on the context and what you want to convey.
8. -The process of creating an image is rational so it requires a methodology
Here personal tastes and whims are discarded, but rather it is a methodological process of a working group that implies knowledge of the needs of the public before which the image will be present.
9. -The efficiency of an image will be directly related to the coherence of the stimuli that cause it
This creation of the image must include the union of several elements that will make it up, that is, forming an integral image that does not leave out the essential characteristics of the image. It could be said that Lady Gaga complies with this axiom, since her image is very efficient, she keeps her essence intact and the stimuli she transmits are according to her style and what she wants to represent, it is consistent with her actions and the image she projects..
10. -It will always take longer and it will be more difficult to rebuild an image than to build it from the beginning
Can an image be changed or is it easier to start building it well and correctly from the beginning? Can the image of Mexican politicians be easily reconstructed?… An issue that I feel affects a lot the idea of a Mexican politician is corruption and I found a page where the most corrupt politicians in the world are mentioned and it is sad to say it but in In the first place, I met Carlos Salinas de Gortari, former president of Mexico between 1988 and 1994, who came to the presidency wrapped in rumors about possible electoral fraud. It privatized the national telephone company (Telmex) and the bank. His presidential term is credited with the December 1994 economic crisis. He stabilized the exchange rate at 3 pesos to the dollar and, upon leaving the government, witnessed how it increased more than 200%. After your period,his brother, Raúl Salinas de Gortari, accused of illicit enrichment, was brought to trial and imprisoned. Obviously, even if a miracle happens, his image can be rebuilt, it would have been easier if he did things right from the beginning.
11. -A better image, greater power of influence
Having a good public image, clean and taking care of all the aspects that you want to convey, will give added value to the person, so you will maintain the trust of your audience and will transmit trust.
Such is the case of Barak Obama, current US president who always manages an impeccable image and is consistent with what he says and his actions, and not only him, his wife Michelle Obama where he appears always looks spectacular and has a handling of His image, that is, the president is not concerned about looking good but that everything around him is in a proper way.
12. -The image of ownership permeates the institution
The image of the people who work within the institution will affect the image of the institution directly, so it is necessary first of all to work with the personal image of the owner and from there to that of the entire institution.
13. -The image of the institution permeates its members
Once the image of the institution has been established, each member must be consistent with the image it projects so that it agrees with the whole.
The image of the PRI that for many years was at the forefront of power in Mexico is in conjunction with the people who work within this party and although there are good people, they all identify themselves in the same way.
The reputation of a company
The reputation of a company is key when trying to position itself in the market, sell a product / service or want to achieve strategic alliances. In times where the digitization of the media has transformed users into active critics and trendsetters, a company can - in a matter of days - become a leader or failure.
For this reason, the customer experience is a fundamental factor to achieve a good reputation. If a company manages to satisfy the needs of its target audience and even exceed their expectations and ensure that the entire process of acquiring a service is optimal, the client will not hesitate to publicize this satisfaction and recommend that brand; generating positive word of mouth, which translates into more consumers.
But it is not enough to say that new technologies are a useful tool for developing the reputation of an organization, but rather that you have to know how to use them. It is necessary to understand the dynamics of social networks, what and how to interact with customers / users and study how the competition uses these technological platforms to achieve differentiation in their use.
A reputable company achieves customer loyalty, brand loyalty and trust from its suppliers, ensuring that all of its products will be supported and even in difficult times, the reputation achieved will serve as a defense tool. (Seminarium, 2012).
Examples
If there is a company that was born concerned about its image and that to date continues to be the perfect example of how to take care of it, that is Disneyland. Another interesting international case is that of the prestigious Tiffany jewelry and favorite of the rich North Americans. The image and the glamor and exclusivity that it has has even caused people to beg to buy the famous blue gift box, yes, only the box, which of course the jewelry does not access. If the image of Tiffany is one of elegance and refinement, what happened with Avon, the great company that produces and distributes house-to-house beauty products, in accordance with its diversification plans, bought Tiffany, as soon as the news broke, Tiffany's image, so jealously cared for, underwent a change in perception that took some time to rebuild.This teaches that an image cannot be bought and that no matter how long it has been cared for, in times of change it can suffer a setback.
An example of a Mexican business image is that of the Palacio de Hierro, Liverpool and Sears. Three well-known department stores in the Federal District, which have the same sales system, a very similar arrangement of merchandise display spaces and approximately 90% of the same suppliers. When people are asked to say a single word the first thing that comes to mind when mentioning such names, they invariably answer me for El Palacio de Hierro: elegant! Expensive !; for Liverpool: modern! accessible! and for Sears: current! service! The same happens respectively with Walmart, Comercial Mexicana and Gigante. Three large-scale self-service stores nationwide, people rank Walmart at the highest quality extremes, and Gigante with the lowest,leaving Comercial Mexicana in the uncertainty of the middle term. In all cases the cause is the Image with what it includes: its logos, typography, advertising style, appearance of the employees, management of lighting and color, customer service, etc. The image of the degree permeates the institution. (Gordoa, 2007).
conclusion
The image is associated with the quality or seriousness of a product and / or service and through this the efficiency of the same can be defined. So it can be said that if the image you want to project is not the right one, you will not be able to compete with other people or companies, which leads to a reduction in the market that we can cover.
The image plays a fundamental role in this branch, given what could be reflected with the physical or verbal appearance of a speaker in search of a position.
It should be noted that for a company of whatever size and turn it is, the image imposes the guideline to be followed in order to be placed in the market or not; That is to say, the image gives us a positioning, it is influenced by logos, typography, advertising style, information management, dealing with the client, the appearance of the employees, in short, everything that includes the presentation of the company before the audience in both the initial and final deal.
References
- Businessman. (February 09, 2010). Obtained from The Entrepreneur: http://elempresario.mx/centro-soluciones/que-es-importante-imagen-tu-empresaGordoa, V. (2007). The power of the public image. Mondadori. Seminarium. (September 07, 2012). Retrieved from:
