The role of image in the growth of company sales

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The company's image is the dress by which it is greeted by market participants: clients, partners, competitors. The first impression, subsequent contacts, formation of the deal and its completion - all stages of interaction are of great importance. In essence, image is the thing that can sell no worse than a whole department of talented salespeople.

But an image is not created out of nowhere and does not grow by leaps and bounds. It is necessary to approach the development of the concept and strategy for its development and maintenance very carefully. Read our article to find out how to do it correctly.


Everyone knows the expression "they meet buy bitcoin email list you by your clothes". This can explain why the company's image is so important. In order to attract attention in the market, you need to impress business partners, clients and other entities that can influence the successful development of the organization.

The concept of "company image" includes a set of opinions of market participants in a certain business segment about the level of the enterprise and its products. Such ideas about a specific organization form stable associations related to its name. For example, if we talk about BMW, we associate this brand with German reliability, prestige and power, and Coca-Cola evokes images of a cheerful holiday.

The corporate image of a company is an important element of business, regardless of whether you work on its creation. If you do not pay due attention to it, it is formed spontaneously under the influence of positive and negative opinions of clients, partners, etc. If negative reviews about the company prevail, then you will have to make very significant efforts to change the situation. To keep the situation under control, you need to purposefully work on improving the company's reputation.

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Why should an organization care about how its product is perceived by a potential buyer? Creating a positive image of the company helps in solving a number of problems:

creating a unique image among many competitors;

clearer positioning in the market;

increase in sales volumes;

increasing recognition among the target audience;

increase in the number of loyal customers;

encouragement to greater activity.

It is the positive image of the company that helps to create trusting relationships, pushing the consumer to make the first purchase and forming loyalty to subsequent ones.

The difference between a company's image and reputation
The role of image in the growth of company sales

The term "public relations", or PR, has long been part of the Russian lexicon. However, there are many definitions of this concept. They are united by a common idea: Public relations is a system of actions, the purpose of which is to manage, change and subsequently direct public opinion in the direction necessary for the company to create and maintain its positive and ideal image in the eyes of the potential audience.

What is the difference between reputation and image? Are they synonyms? In most sources, you can see that the definitions have virtually no differences. From which follows the conclusion: the set of procedures for the formation of both reputation and image will be relatively the same. Let's consider this issue in more detail.

Let's turn to official sources - dictionaries - for help. There are several definitions here, but let's choose the main idea.

Image is the overall picture of a company or person:

reputation and prestige created by actions and official statements in the eyes of an individual or the public;

an emotional portrait formed in the mind of one individual or an entire group in relation to a specific person or organization.

The dictionary of social sciences provides definitions of both image and reputation. Therefore, one can feel the difference in the two terms. Image is a complex of certain qualities and features created through the influence of advertising, traditions, fashion, etc. and intended to form a certain opinion in relation to the subject.

At the same time, reputation is an already formed public opinion about the characteristics of a particular subject.

The main definitions that characterize "image" are "representation", "image", and when mentioning reputation, the words "fame" and "opinion" often appear. That is, image gives form, and reputation fills it with content.

When speaking about image, we most often mean an image or impression created artificially and for a short time about a certain object in the mind of a person or a whole group of people. It is worth noting that different subjects interacting with one company will form unique ideas and opinions about one person. The reason is that each audience receives different information and has a personal history of relations with the object.