Do you ever wonder what your corporate image says about your brand? Your corporate image can be understood as a company’s reputation. The “image” is as much of a mental element as it is visual. A corporate image impacts how people perceive a company and encompasses many determining factors. While the concept is usually associated with large corporations, small businesses have a corporate image even if neither the owner nor clients think of it that way. In the absence of active efforts, corporate image “simply happens”: it speaks to people even if you haven’t properly managed its voice. A strong corporate image is a genuine asset; it translates into dollars and a higher evaluation. But if you have a weak corporate image, you may not be getting as much out as you may be putting in.
So how can you quickly determine what your corporate image says about your brand? If you already know what your business is capable of then the answer is simple. Are clients taking advantage of everything you have to offer? If not, then you have to find out why they aren’t utilizing you to your fullest potential. This is usually caused by the way your business is communicated. To combat any confusion, a re-branding strategy can be developed to repair or better establish your current corporate image.
A re-branding strategy should consider more than just a new logo. It should inspire customers and invite investors to see your company in a new and improved light. Even the most successful brands can call for a re-branding strategy. For example, for years McDonald’s positioned itself in a way that resonated with people globally – for convenience, affordability, carefree fun and for its ability to fulfill salt-food cravings. And that worked… until people became health conscious which severely impacted McDonald’s corporate image. People no longer saw it in a positive light. The fast-food restaurant was held responsible for the rise in obesity rates and lost many loyal customers. In response to criticism, McDonald’s re-evaluated it’s Corporate Image by making its menu more nutritious and refurbished its restaurants. Instead of emphasizing super-sized burgers and greasy fries, McDonald’s added healthier foods, including salads, low-fat yogurt, fruit, wraps and egg whites.
A corporate image can be a simple logo design and new slogan to a total brand makeover – like the example of McDonald’s. Regardless, it should match what your brand is trying to communicate. And similar to McDonald’s, Tigris is pleased to announce our very own re-branding initiative to resonate better with our targeted clientele.
After much consideration and analysis, President & CEO, Serena Schwab made the decision to overhaul Tigris’ brand identity, corporate image and day-to-day operations. As of Jan. 1, 2014, Tigris will no longer operate as a subsidiary division of I.OPT Marketing Groups Ltd., or be referred to as Tigris Personnel but instead as Tigris Incorporated (Tigris, for short).
The road to re-branding began in January 2012 with the need to reflect the company’s range of capabilities in the industry and improve how they were being communicated to current and prospective clients. Tigris was founded in 2004 and operated as an event staffing agency for the five years; but in 2009, event planning and management became a prominent aspect of the business. A fully integrated company, specializing in dynamic personnel, promotions, marketing AND events, Tigris hasn’t been operating as staffing specific agency for years.
For the past three years but unbeknownst to many, Tigris began leveraging creative, experiential and logistical support for a number of clients including Zoom Media, St. Joseph’s Health Centre Foundation and Bell Media (to name a few). Tigris introduced a revamped logo with a sleeker colour scheme along with a new website in spring 2012, followed by an updated business card and other related promotional material in mid-2013.
Recognizing how important technology and creative services are in the ever-evolving industry, Tigris formalized a partnership with digital and creative powerhouse, Midfield Interactive, towards the end of 2013. The goal with the partnership is to offer clients innovative and cost-effective, turnkey solutions with maximum ease. By joining forces with this creative power house, Tigris can continue to do what they do best while adding a fifth dimension to the company’s services. For more on this strategic partnership, click here.
Along with revamping the company colours last spring and updating the name, Tigris will also be unveiling a newly trademarked logo and slogan, “bringing brands to life with the power of presence”. The tag line, updated from “the power of presence”, better captures and communicates our mission to create and staff memorable experiences that connect brands with consumers.
As these changes have come in to effect, they gave been well received, with sales up 25% since 2012. The refreshed brand identity and updated corporate image ties in nicely with the company’s ten year anniversary coming up in April of this year. For more on Tigris’ company history and changes to the corporate image.