Image by Design – From Corporate Vision to Business Reality

I have been reading this book by Clive Chajet and Tom Shachtman. Dr. Venkata Majeti was kind enough to let me have it and I have been enjoying the book very much.

There is always a question I am asked - if I am a FUN facilitator, will that not give me a rather different image. Some executives often want to be feared as they want that image. Images mean so many things to so many people. A company’s image is indeed a vital corporate asset and can make all the difference in a competitive marketplace. We live in a world full of business images. McDonalds, Apple, IBM, Dell, Singapore Airlines.

A Company’s image is what is perceived by its various audiences. A Company’s identity is what it chooses to shape those perceptions. One learning point from the book – corporate images must reflect reality not distort reality, if they are to positively impact its audiences. A friend Ed Jackson always used to tell me – the product or service must do what it says it will do. Good image making marries the reality with the image.

The authors say that in the modern era we must pay more attention to the intangibles – goodwill – morale and other elements of corporate image.

I wonder what are the image and the identity of a FUN trainer or that of the SMR Group. We at the SMR Group have spent several years trying to build a certain image. Let me elaborate in the next post.

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