Image: How to Capitalize on It for Your Company’s Advantage

A word of caution is in order. When you move to new ways of working and develop new business models, there will be confusion by those who must execute the changed processes. Part of why your story is confusing is that you send mixed messages. For example, in yesteryear the name of the game was to beat the competition at every turn, by every means. So do with the image of your business. How you are viewed by the world is important—very important. That image influences what you can and cannot do. Image is a resource on its own merit. It can be shaped, managed, and manipulated. Probably the best use of company image is as a springboard to attract more customers and generate more profits. For example, if you are an American, what comes to mind if you read or hear the name Burberry? Americans immediately think of $800 raincoats with special plaid liners and the metal loops on the belt that trigger the alarms at airport security gates.

The image of status doesn’t seem to stop buyers. In fact, it seems to attract a certain market segment. Admit it. Don’t you flash back to the movie Casablanca every time you put on your gabardine trench coat? Are you willing to pay the price to be connected to a certain image? Image, as a resource, is a perfect fit if your focus is to be a payoff- driven organization. If your focus is something else, you still must account for your image. Either way, your image can be used as a strategic tool. Capitalize on it with customers, employees, and the general public, and then make image part of your story.

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