Image Versus Identity

Image vs. Identity

Some people use the terms image and identity interchangeably, but they are two distinct concepts. Your company's identity represents the core values of your company while your image reinforces, or should reinforce, your identity.

First, it's important to know your company's identity. Let me use a car dealership as an example. I once knew of a successful car dealership that was the epitome of luxury in all respects. When you would bring your car in for service, there was low lighting, comfortable chairs and plush carpeting. Their image reinforced their identity - luxury. Now, compare that to another luxury car dealership in which the service department has linoleum floors and plastic chairs. What is their image? Does it correspond to the dealership's identity?

Keep in mind that your identity should be reinforced by those "weapons" I referred to in a previous article. For instance, a car dealership that wants to be perceived as a luxury car dealership should promote the business in high-society magazines and not on cable television in the middle of the night.

What is your company's identity? Make sure you know the answer - and make sure your image corresponds to it. To discuss further contact me, tom Long, 708-524-0886, SolidOakConsulting.com.