In today's competitive business landscape, a company's image can make or break its success. A positive image can attract new customers, create loyalty in consumers, and boost financial performance of your firm. On the other hand, a negative image or image problems can drive potential customers away, harm the reputation, and lead to a decrease in revenue. Therefore, it's essential to understand the importance of corporate image and how to build a positive one. In this article, we'll discuss the definition of corporate image, its significance, and share tips on how to create and maintain a positive one.

Austrian Psychologist, Paul Watzlawick, once stated that it is impossible not to communicate, and therefore impossible not to have an image. We create images of ourselves, companies, or institutions (whether we want to, because, for example, even our lack of presence in online communication channels already indicates something about us), thus we should do it consciously. The key to building customer relationships – using marketing or public relations tools – is to build brand awareness in a controlled and deliberate way.

Building brand awareness through positioning in the consumers’ eyes, associated with national (or regional) branding, is a standard procedure for increasing recognition of products and services.

Daniel Pink, in his book A Whole New Mind, makes a quite bold claim that: “the era of the dominance of scientific minds is over. The future belongs to a different kind of people with a different kind of mind: designers, inventors, teachers, storytellers, in other words, creative and empathy-filled right-hemispheric thinkers.”

Branding is an important aspect that you need to consider in your business strategy. It is not enough to choose a logo and run advertising campaigns. Creating an image is definitely a lot more thought-out steps. Check what you can gain and what actions will help you build brand awareness in the minds of your audience.

A bad hotel can ruin your entire vacation. After all, the guests return to it after a day full of excitement, wanting to relax, get a good night’s sleep and eat a regenerating meal. If the rooms are dirty, food not fresh and beds uncomfortable – it is hard to talk about a successful vacation. One of the most common preventive measures is to check the accommodation reviews before booking. They are crucial and often prevail when it comes to deciding on a particular place. Positive reviews reinforce the decision, negative ones make you look further.