The Hindu Business Line : Corporate personality

Human personalities are complex. On the other hand, a corporate personality is relatively easy to comprehend. The objective of a corporate personality is to project a strong and sharp image that can be easily communicated to the minds of its customers.There may be many characteristics in common between several companies. But the winning strategy is contained in projecting only those values that are unique. To showcase its individual image, a company must combine its patent and pertinent values and traits into creative forms of persuasion, and project them prominently to attract different target audiences.

COMPETITIVE EDGE

A company can obtain competitive edge by projecting its personality in the market place and by supporting that image withconsistent performance. Second, there is the importance of focus and degree. A corporate personality, in the ultimate analysis is in the eyes of the beholder.

An important issue in this context is whether a company can be all things to all people. Should a company change its personality, vary its colour and complexion, just to suit a specific customer configuration? The corporate personality must be designed to stay steady and steadfast. If it keeps changing, customers will tend to be wary of reposing their trust in that company. Pluralistic personalities are the corporate equivalent of schizophrenia.

People may like what they perceive, but if the image does not translate into experience, disillusionment will set in. Therefore, a company must ensure that its public image is aligned with its intrinsic personality. There is no quick fix solution to attain this state. The corporate personality is communicated in many ways: Sometimes even unintentionally. The fact is that a company cannot prevent or escape from communicating its personality..

THE IMAGE

What every employee tells his family and friends about his company will communicate its personality. A company is known, judged, and recognised by the manner in which its employees behave. If the employee morale is high, then the corporate personality will be evaluated high, and vice versa.

Dress is a doorway to determine the disposition of a person. So also a product that is advertised as an exclusive variety requires the sort of packaging that denotes class and exclusivity. A company dealing with such goods and services will be deemed to belong to a class and calibre, which is out of the ordinary. Product packaging thus helps to build the corporate personality.

Any mindset takes a long time to change, because relationships are based more on faith and conviction, than the actualities of the moment. How to change an adverse perception, in the mind of a customer? The company must be patient. It must persist and persevere. Lack of basic courtesy and etiquette is often cited as a common customer complaint. Courtesy comes cost-free.

Often, a simple and genuine apology will work wonders. Just telling the truth can do more for a favourable response, than trying to hoodwink people, which may eventually expose and push the company to a point of no return.

(The author is a Chennai-based freelance writer.)