Image Strategy

Most organisations will have more than one image, although one is likely to be dominant. To take just one example, the people in an organisation will automatically overlay a base image by dint of their personalities. That is why some prefer to deal with A rather than B, or even X department rather than Y department. (Sometimes worth examining why...) Your printed material will impart image, so will your web site. Most important, so will word of mouth.

An organisation also generates an image through its history. Long established organisations will appear distinctive from a relatively new start-up. And vice versa. If either organisation wants to change that, or bring in ingredients of the other, then that is best done with professional advice.

Changing image to a degree rather than completely is what most organisations end up wanting; it is most unusual for everything in a company history to require changing. Identifying what should be changed, identifying what should be retained and identifying the means to that end is the service a professional image consultant provides.

New organisations start with almost a clean sheet of paper. Except that its function will impart what might be called legacy image. It can be modified if so desired. With care.

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