Introduction
Our world is constantly evolving, society faces significant changes in all areas of human development, currently people modify their interests, preferences and needs in a matter of a short time and motivated by various elements.
For this reason, companies must be focused on detecting all these changes, to recognize those that may represent an area of opportunity to position themselves in the taste of their customers.
This vision leads organizations to look for any element that allows them the opportunity to expand their market, position the product or service and create an identification with consumers. Said elements can be of diverse nature, for example price, functionality, availability and image.
In this tireless search for competitive advantage, companies have discovered that the development of an appropriate image of the product or a service is a key tool to consolidate the company; thus the imagology a field that is in charge of this study and develops the corporate image.
Therefore, more and more managers are investing to develop, maintain and strengthen the image and good reputation of companies and, consequently, also of the products or services they offer to the client in order to receive significant benefits.
Recent research shows that customers or users are considerably attracted to the meaning of the brand, product or service, for what they perceive represents, for its quality, for its design, for its contribution and for what it provokes in their minds. and heart.
Currently there are indicators that allow measuring the level of prestige and value of a brand and / or a company both in Mexico and abroad, for example; the Brand Reputation Index (IRMA) in Spain; the Corporate Reputation Business Monitor (MERCO); the CNN-Expansion report of the “Super Companies”; Grupo Reforma's survey of the corporations most admired by managers and executives in Mexico City.
In 2006, Consulta Mitofsky and Transparencia Mexicana published the Mexican Business Reputation Index (IMRE), a study that made it possible to measure the perception of companies. The results indicated that ITESM, Bimbo and Nestlé occupied the first places in their research, respectively.
Experts agree that corporate reputation is a powerful intangible asset, a new terrain where companies that seek to build customer trust compete.
The benefits that can be obtained by gaining a good reputation in the eyes of customers are diverse, since a good image is a magnet for consumers, since products, services or a company are made more attractive; it allows products to offer a plus in its position in the market, in the internal environment of the company, it manages to attract talented and motivated people to work in the company, it achieves a dissuasive effect in the face of threats from competitors and it is reflected in better financial results.
This imagological fascination is not accidental; rather, it is the result of a methodological process of research, analysis, planning, and production. This element called fame or reputation is created not only outside but inside the organization itself, it comes from the executives and affects all employees.
To achieve a good business reputation, it is necessary to achieve total customer satisfaction, offer quality in the product or service, perform with ethical and professional values, consider the good reputation of executives, attend to corporate social responsibility and maintain an appropriate image, sober and reliable company.
It is important to mention that the study of the image is not exclusive to companies; it is also a matter of personal development. Therefore, personal image has become a tool for individuals to gain an advantage over others, improving their perception of themselves.
Thus, imaging is a discipline that studies the image of companies and people, providing ideas and solutions to create, improve and enhance the appreciation that one has towards an individual or organization.
Basic concepts
Image
Image can be defined as a figure, representation and appearance of something.
The image can also be defined in a simpler way as perception, that is, it is the way something is perceived to someone. This indicates that the image you have of a person, place or thing comes directly from the brain.
So what others grasp through the five senses, one or all at the same time, becomes a mental image.
This metal image that is created in people's minds has the power to produce positive or negative effects on people, since it is linked to an opinion influencing preferences and decisions. And depending on the mental image that others form of an individual it will become the identity. (Gordoa V., Cool Image, 2008)
Stimulus
They are all those things that an individual does and that impact the senses of the person who perceives them. (Gordoa V., Cool Image, 2008)
These stimuli are of two types: verbal, are those that the individual expresses with words and non-verbal, which understand all the things that send messages without words.
Reputation
When identity is preserved over a period of time, that is, if the recipient is stimulated in the same way over a long period of time, the opinion generated will become ingrained in the mind of the recipient and reputation will be produced. (Gordoa V., Cool Image, 2008)
This concept can be expressed as the public image sustained over time.
It can also be defined as the opinion, prestige or consideration that one has of someone or something.
Perception
It is defined as the inner sensation that is the consequence of a material impression made in our senses. By perceiving, the individual adds meaning to every sign that comes his way. (Spanish, 2001)
All the above concepts can be included in the image equation developed by Álvaro Gordoa, a Mexican image consultant:
Image equation developed by Álvaro Gordoa.
Figure 1. Image equation developed by Álvaro Gordoa.
According to the above, it is concluded that the stimuli exposed by something or someone will generate a perception that will be transferred into an image. The image will become the identity of who has been perceived and, once granted, this identity will become the particular truth of who or those who have perceived it. (Gordoa V., Cool Image, 2008)
Thus an image becomes public when many people perceive the same, that is, if many share the perception then they will have the same opinion about something. This image will produce a value judgment in whoever conceives it. (Gordoa V., Cool Image, 2008)
Finally, this concept of public image allows formulating the following decalogue developed by Álvaro Gordoa:
Decalogue of the public image.
Figure 2. Decalogue of the public image.
Imagology
It can be said that the word imagology is derived from the Latin root Imago, which means image, and is defined as the figure, representation, similarity and aspect 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 Linguistics1, psychology, communication, biological anthropology4, semiology5; as well as elements such as design, the history of art and culture; to study and control the stimuli that a person or institution emits, and how these stimuli shape images to their target audience.
Similarly, imaging can be considered as the systematic study of the public image, that is, the set of strategies used to examine the opinion generated by a subject or entity towards society.
It can be based on physical appearance, and verbal and non-verbal communication strategies, with which a coherent image can be obtained between saying, doing and the opinion of the individual or entity. (Gordoa V., 2003)
Therefore, it can be determined that Imaging is the science of the image and it is defined in a simple way as the scientific knowledge necessary to create, develop and maintain a public image of an individual and / or a company.
Public image
When analyzing the concept of public image, it is inevitable to take a look in two directions. On the one hand, the image is interpreted as a visual representation, that is, conceived from the point of view of communication-reception; on the other hand, a mental idea is supposed, as a result of the imagination of a creative subject. In addition, the Image presents the individual with communicative elements that manifest themselves in an obvious way and some others that remain hidden, with more or less levels of darkness. That is why it is possible to speak of public messages and others that are not entirely so, called even subordinate, that act in various ways, perhaps, unconsciously in the collective imagination of their recipients. (Gordoa V., 2003)
In the field of images, imagery and iconology6 have many elements in common. Both methodologies seek to study the images in their context, in order to first extract from them an artistic concept, which refers to the creator-emitter; secondly, the psychological concept, which refers to the recipient or recipients. In both cases, the explicit, what can be called iconography and the implicit, that is to say the content, are so interested.
For this reason, it is important to know the context of the creation-reception of images very well in order to deepen their meaning. Thus, imagology goes beyond art to cover other fields of contemporary visual culture.
Classification
The public image can be classified in two ways:
- IndividualGroup
In order to design a public image, it is necessary to have knowledge in some areas such as communication, marketing and psychology; since by combining these disciplines it is possible to design an adequate physical image or, where appropriate, a functional and pleasant space.
That is why specialists in imaging should dominate issues related to these areas of knowledge, because the purpose of the public image is to locate in the political, business, institutional and commercial markets. As presented in the following figure:
Diagram of the Public Image.
Figure 3. Public Image Diagram.
Public image in an organization
It is important that when describing a person or a company, the public image that is developed is preserving the norms of ethics and coherence with what is being presented.
Therefore, an image that does not correspond to the reality of its characteristics should not be formulated of a person or company.
Physical picture
The image of a company is the sum of all its collaborators. The most influential physical image with the external and internal environment is of the person who is in charge of the company, that is, the leader, who is in charge of directing and managing the contracts for the company.
However, there are the rest of the collaborators, they have a special importance within the company, since some are in direct contact with customers and suppliers and others without so many reflectors carry out a discreet but effective work that allows the harmonious operation of the company.
The physical image of a person includes the way of dressing, speaking and acting in different circumstances, but personal physical features, height, weight, body language and accessories also come into play.
Professional Image
The public image of the company is the consequence of the sum of its collaborators; managers, systems, sales, logistics, accounting, quality, production and all those who participate in the company.
The professional image specifically of a person is one that is associated with an activity that they carry out. That is, it includes executive competencies, the way in which it demonstrates its abilities and capacities within a company. Likewise, the attitude that the person presents within a waiting room, the way of greeting others and the handling of a crisis are analyzed. The professional image even addresses everyday aspects such as how to answer the phone. Essentially, they are behavioral protocols for people in a normal state and / or under pressure.
Verbal Image
This includes the perception that a person or a company produces to its target groups, using the word, orally or in writing. So care must be taken in the way in which the members of the organization express themselves and communicate with other people, through presentations, conferences or in interviews with the media.
Visual image
Colloquially, it is known that the first image is very important, since it is very difficult to modify the first impression of a person or object, therefore, it is important to create an excellent first visual image.
When referring to the visual image of a company, it can be said that it is one that is formed by the design of the containers, the labels, logos or any other symbol or element that helps to differentiate the product lines with respect to competition.
It is even considered the way in which their transport vehicles are designed and painted to give more support to the visual image.
Audiovisual Image
It is related to advertising forms8, propaganda9 and all those elements related to the media, for example infomercials and instructional videos.
Thus, the audiovisual image refers to the fact that the organization must seek the best way to increase its clients through the correct use of the above tools.
Environmental Image
It refers to the scenarios in which one works, the use of colors, lighting, furniture, music, decorative items, aroma, among other elements that can be used; the scenarios can be designed in a functional or recreational way.
Public image and organization
Usually the corporate image is designed to be attractive to the public, with the aim that the company can stimulate an interest and impact among end consumers, creating in the public mind the development of appreciation for the brand that facilitates product sales. or the demand for a service. (Martínez, 2012)
The image of a corporation is created by the company, however it is a fact that other actors intervene that favor the creation of the image; for example, the media (press, radio, television, print, internet and social media), journalists, unions and environmental organizations. (Martínez, 2012)
Typology of Colors.
Figure 4. Typology of Colors.
Also, for the development of the corporate image, issues such as the selection of colors, designs, shapes and logos are involved. In terms of the design of the corporate image, the organization has to consider the identifying signs of its brand, product or company, that is, those elements of perception that make the client or any person in the public identify the organization, brand or product; with the simple fact of contacting any of them, which are:
- The name of the company The logo The logo The slogan The institutional colors and typography The graphic supports of communication The symbolic artifacts with which the company regularly identifies
These identifying elements are regularly used on different objects inside and outside the organization, for example: the decoration of facilities, stationery, promotional items, uniforms, product packaging, and official vehicles. (Martínez, 2012)
Public image engineering
It focuses on the study and development of the methods, tools and models used in the representation of a visual image that generates changes in ideology and in value judgments to be accepted by those who appreciate it.
In order to apply engineering in the Imaging area, it is necessary to fully identify the objective that the client intends to achieve, subsequently an analysis is carried out by carrying out various investigations that allow to recognize the idea of the interested party to guarantee that the concept of the same has been understood. Subsequently, the elements, parts and materials necessary to design the diagrams, models, sketches are chosen and thus select the techniques that will be useful to start the project, with a basis to guarantee the satisfaction of the interested party.
Engineering axioms in public image
According to the specialist in Public Image, Victor Gordoa, there are thirteen axioms11 that guide the public image. (Gordoa V., The power of the public image, 2007)
1. It is inevitable to have an image.
All people and things without exception have an image, which can be positive or negative. The public image is not exclusive of the important personages of a society.
2. 83% of people make decisions through their eyes.
People make or regenerate judgments about other people or things based on what they observe.
3. The brain process that decodes stimuli takes only a few seconds.
The processing speed of the human brain is enormous and the human being is capable of generating an idea quickly in a matter of seconds.
4. The mind decides based largely on feelings.
When people feel something, the brain interprets that it is real and true and therefore, a reaction is generated pertaining to what has been perceived.
5. The image is dynamic.
This means that the growth of the image must be proportional to the advance of the nature of the stimuli and to the increase of the receiver's needs.
6. The creation of an image must respect the essence of the issuer.
In other words, the image must be coherent with the bearer of it, producing a wrong image will result in an unreal image that can work in a short term, but will not be efficient.
7. Image is always relative.
The development of the image has three foundations: its essence, the goal that you want to achieve and satisfy the needs of the target audience.
8. The process of creating an image is rational, so it needs a methodology.
You should not create a public image without following a scientific method, which aims to improve it.
9. The effectiveness of an image will be proportional to the coherence of the stimuli that cause it.
It is the need of the mind to reason the perceived image; otherwise the answer is rejection.
10. It takes longer and is usually more difficult to rebuild an image than to build it from the start.
It is necessary to plan the stimuli in advance when starting a project.
11. While the image is better, the influence will also be.
As the public image will be better developed, the person or company will enjoy a better acceptance.
12. The image of ownership stands out in the institution.
The image of the director, manager or an executive representing the company will be accepted as the general and main image of the organization.
13. The image of the institution permeates all its members.
The image of the organization in general is more important, since it includes all collaborators.
Axioms of the public image.
Figure 5. Axioms of the public image.
Creation of a public image in the organization
For an effective development of the public image a methodology called.
Intima, which consists of four steps to perform the analysis and creation of the public image.
The following diagram specifies the four steps that this methodology comprises, in which it represents a process that seeks to generate a public image that helps the interested party to achieve their objectives. (Gordoa V., The power of the public image, 2007).
Intimate Methodology.
Figure 6. Intimate Methodology.
Advantages of a good public image in the company
Below are some of the advantages that motivate the organization to invest in its image.
- Achieve a good perception by clients or consumers Increase in the number of clients or end consumers Diversity of suppliers Development of a more pleasant work environment Maximize company profits Modify and improve company spaces Attract new collaborators who enrich the organization's workforce Contribute with marketing activities Obtain a competitive advantage Stay ahead of the public's taste Establish identification with customers Develop brand, company or product loyalty
conclusion
Competition between people, organizations, brands and products is increasingly evident in all local, national and international markets; so any element that generates a competitive advantage is used immediately by people and companies.
Thus in this context, the image becomes an important element, but not essential; since it says a lot to the client about the quality or seriousness of a product or service and provides elements to evaluate its efficiency.
The institutional image addresses the set of communicative activities that must be carried out in the company to express its identity and establish a positive public reputation, which generates the public to identify with the company, the brand or the product; In this way it will be possible to place the product on the market and therefore the economic objectives of the company will be achieved.
As for a person, the image reflected in the physical or verbal aspect, expresses much of the individual; However, it is not essential either, since the image must be sustained with knowledge, skill and dexterity and other ethical elements that, if considered, would provide a perception closer to the reality of the individual.
The personal and business image can suffer some fractures or collapse completely with a simple carelessness, therefore, an image cannot be acquired overnight, it is formed over time and with proper direction. In its development.
Whether for a multinational company or a SME and whatever the line, the image is an element that must be exploited to be placed on the market; through positioning, which represent the logos, colors, fonts, advertising style, information management, dealing with the client, the presentation of collaborators and everything that comprises the presentation of the company to the public.
Actually, few Mexican companies have requested the services of an image and corporate communication firm or consultancy that designs all these identifying signs in relation to a comprehensive communication and image plan. Most companies, especially SMEs, have developed elements such as their name, logo, institutional color and others by intuition, preferences or accident, at the suggestion of a designer or printer, or simply because of the owner, founder of the company or CEO finds a certain design, colors or name attractive.
This represents an area of opportunity for whoever proposes it to become an expert creator and developer of the public image of companies, especially with an emphasis on SMEs, since in this business segment there is much to be developed.
Finally, it is important to mention that otherwise, the main companies worldwide structure with great care the type of image that they intend to project to their different audiences; In other words, they carry out a review of the communication mechanics that they normally establish with their different audiences, they review daily the perception that different audiences have of their communicative messages (brand, products, the company), evaluate their impact and make the corresponding modifications.
These guidelines are set out in writing in a design and corporate image manual that all subsidiaries or branches around the world must apply and respect. Since the proper functioning of the company and the permanence of its public image, it depends on this being done.
Bibliography
- Española, RA (2001). Spanish dictionary. Madrid: ESPASA. Gordoa, V. (2003). Imaginology. Mexico: Editorial Grijalbo.Gordoa, V. (2007). The power of the public image. Mexico: Grijalbo. Gordoa, V. (2008). Cool picture. Mexico: Grijalbo. Martínez, JD (2012). Image and corporate reputation. Mexico, DF, Mexico.
