Organizational Image:

Have you ever asked why some people prefer a product to another despite the identical quality and value? Or why people would choose an expensive product that might offer less quality and less value?

People would choose one product among identical others because of “self-Image”. Alike people, organizations can have an identity of their own according to how it is perceived by the community they serve or offer their products to, which is called “Organizational Image”.

Defining the organizational image:

Organizational Image is the state of mind of a group of people about an organization and its outcomes either products or services according to how they perceive it. In addition to that, they would remain loyal to that organization as long as it maintains its image and would resist any attempts of the competitors to lure them away.

Why organizational image is important?

Organizations strive to develop a positive image to maintain their existence in the market, add an intangible value, attract more internal/external customers or expand their activities.

How organizational image being formed?

The organizational image is an iceberg covering much beneath its visible summit which has been formed and developed due to several external variables such as politics, social conditions, economics, culture, law, and environment. In addition to the following internal factors:

Organizational Identity:

Unlike the image of the organization which is visible and perceived by people the identity lies in the core values of the organization and its culture, however, the organization’s image is a reflection of its identity.

Shared Values:

Values are developed by the organization’s leaders and adopted by its members who are obligated to demonstrate them while representing the organization or interacting with the customers. Values play a vital role in orienting actions and decisions, however, the strength of such values depends on the commitment of the members of the organization.

The Why?

“Start with Why is a manifesto for a world that can be; a world in which trust and loyalty thrive” – Simon Sink.  It is important to clearly define the Why as it gives every member in the organization the rationale for implementing their task effectively and efficiently and a building block for developing united work teams. The Why is more comprehensive than the goal or plan as plans, goals and even methods may vary by time but the why remains the same.

Strategy:

Strategy is setting long-term goals and managing to achieve them, including the vision, mission, goals, and plans. It also provides the concept of the organization’s operations and an overview of the whole process which makes every member in the organization aware of their role as a part of the whole, in addition, that, it helps the organization’s leadership to determine the required skills and competencies while selecting new team members, planning to enter new markets or adopting new products.

Leadership:

Strategic management and planning need a strategic leader to ensure the effectiveness of implementation. Leadership is the link between a well-crafted plan and a competent team.

How to develop a positive organizational image?

Organizations which has a positive organizational image usually adopt the following techniques:

Define the organization’s (why?):

That includes the definition of the organization’s goals, plans, strategies, and operations. You may start by answering the following questions:

1. Who we are?
2. What we do?
3. What our purpose is?
4. What our values are?
5. What do we want to achieve in the future?

Develop a dynamic, responsive and accountable organization:

Responsive and accountable organizations receive support from the community they serve. That requires continuous market and marketing research on community needs and interests to meet and fulfill them and to put the community concerns on the spot. In addition to quick response to any problems that may occur.

Give credit to your team members and establish a healthy work environment:

Your team is your most valuable resource while the work environment is the cradle of innovation and new ideas. In addition to that, valuing your team provides a good reason for loyalty and commitment. By giving credit to your team members, supporting, empower and influencing them through challenges and setbacks will create an optimum condition for creating momentum for learning and striving.

Effectiveness and efficiency are your basics:

The simple definition of effectiveness is doing the right thing, while efficiency is “doing the right thing from the first time and every time” in another meaning (quality management). It is important to apply total quality management in your systems and operations, in addition to focusing on creating high-quality products or services.

Implicitly express your organization’s values:

Demonstrating the organization’s values is a commitment that is imposed on every team member. However, the strength of such commitment is depending on the strength of the relationship between individuals and their team and organization.

Build trust and authenticity between customers and team members:

Every team member in every position must take into account that building trust with the customers they serve is a guarantee for their loyalty. There are two key approaches organizations can follow to strengthen the relationship with their customers: Fulfilling customers’ expectations and the effectiveness of handling problems and responding to inquiries and complaints.    

Sharing your organization’s stories:

Sharing success stories and setbacks creates an added value to your organization and so your product, furthermore, it demonstrates the team’s commitment which is the key for success; that would deliver a positive mental image about your organization.

Bring value to your clients:

Fulfill the needs and expectations of your clients, and give them a reason that they made the right choice, while your team must be customer-oriented and continuously learning to improve performance and growth.