Organizational Image-Building Tools

Whether it is a nonprofit or a business, it is not easy to start and build up a new organization. In the case of businesses, the reality is that most will not last beyond the first 1 to 3 years. There is a number of different reasons why new businesses have such a difficult time making it-one of the most salient ones is the fact that they are not able to attract and retain customer or client loyalty. Although nonprofits may not fail as quickly, or for the same reasons, they do however share this one need with businesses: the need to connect meaningfully with the people they supposedly serve or cater to. Just what is it, though, that serves as an impetus for this "connection?" Without doubt, it has something to do with what we may call an "image," how the organization comes to be viewed, what it represents, what it stands for, and what it means to a particular community. The challenge, then, is to find ways to establish and build a good image, something that will attract good employees, loyal customers or clients, and the support of the community-something without which no organization can either thrive or survive, for that matter. Herein is a short list of things that have traditionally been used to build a good image; by appropriately using these, both new and older organizations can carefully shape the type of image which will help them enter and possibly lead in a particular market, field or industry:

1. A good motto. A "motto," an Italian word meaning "pledge," is simply a catch phrase, saying, or maxim which a special group or an organization uses as a readily-recognizable verbal emblem. In essence, it accurately represents what the group or organization stands for, believes, or upholds. In general, historically speaking, mottos were generally expressed in Latin. The US government, for example, once adopted "E Pluribus Unum" ("One out of Many") as its motto, later embracing "In God We Trust"; the Olympics adopted "Citius, Altius, Fortius" ("faster, higher, stronger"); and Virginia Tech embraced "Ut Prosim" ("That I May Serve"). After a while, as people become more and more familiar with a motto, it begins to stand for the organization; it becomes an on-going, short "commercial," which helps to promote the organization, slowly helping to weave it into the social fabric of the community.

2. A carefully-worded mission statement. Although it is more important for nonprofits than it is for businesses, Mission statements are an excellent way to encapsulate any organization's purpose for existence. It is no wonder, then, that organizations literally spend hours coming up with the proper Mission statement, although these may need to be re-evaluated as time goes by and the organization changes. A well-worded Mission statement can speak on behalf of an organization-it tells people what the organization does in the community, whom it serves, and why it is important.

3. A logo or a seal. A logo has been described as "a company emblem or device" and as "a combination of characters and/or graphics creating a simple design used to identify an organization." Without doubt, a logo is an excellent way to slowly build an organization's good image. Like a motto, a logo can, over time, become ingrained in the minds of most people. Even when they cannot enumerate or identify a company's products or services, customers can usually recognize the company's logo or seal. Well, actually, "seals" are less commonly used, except maybe by government agencies, social clubs and professional organizations-nevertheless, they are very powerful image builders. Organizations need to devote careful consideration when selecting and designing a special logo, understanding, as they do so, that this is something which they will need to keep and uphold for a very long time-in fact, the only time that a logo should be changed is when the old one is associated with any past scandals or organizational debacles.

4. A well-put-together website. Websites can be an organization's 24/7 representative. Moreover, almost everyone will try to find an organization's website before they will deal with a company or a nonprofit. In a sense, websites help to legitimize organizations. But websites do much more than that. They help to make products and services available throughout the day; they provide detailed information, thus saving organizational representatives time; they help to promote an organization; and they are another excellent image-building tool. If the website is regularly updated, attractive, informative, and professional-looking, people assume that so is the company that put it up.

5. A "theme poem." Unfortunately, not too many organizations have learned to take advantage of this other effective image-building tool. Simply put, a "theme poem," is a poem written specifically for the business or nonprofit; it may tell a little bit about the history of the organization, what it is all about, whom it caters to or serves, and a number of other things. The poem may be long or short (it not necessarily being something meant to be memorized), containing rhyme or not, but, it should preferably be done by a professional poet, i.e., a published author with formal education in writing literature.

6. One's own original cartoon, character or mascot. Most people recognize Ronald McDonald, even if they do not patronize McDonald's fast-food restaurants. The public is also keenly-acquainted with the gecko lizard for Geico Auto Insurance Company. And how many people would fail to recognize any of Disney's multiple characters, all of whom have helped to shape Disney's "image" as probably the world's most successful family entertainment organization? Any organization, small or big, can simply hire a local artist, pay that person to design a character which can then help to promote the organization, and then slowly build the now hopefully trademarked character's image, which, in turn, helps to build the organization's image.

7. A well-spoken, good-character-bearing spokesperson. Progressive Insurance Company, instead of hiring expensive celebrities every other week (which can be very expensive), decided not too long ago to hire a young woman, Stephanie Courtney, to appear on most of their commercials and ads. To date, most people in America recognize this young woman playing the part of "Flo," and, in turn, remember the insurance company she is a national spokesperson for (at least, for advertisements). Needless to say, one needs to be very selective as to whom one chooses. Unlike drawn cartoons, real people cannot be put in a vault, where their image can be carefully maneuvered and protected, but, if the person selected does not do anything to embarrass the company, the marriage of the two should prove to be beneficial for both parties.

8. Partnerships with established organizations. This is especially important if the company or nonprofit in question are start-ups. People will assume that the new organization must have something good to offer, if they see that it is connected somehow to already established and respected organizations. Even after an organization is established, partnerships can be a great way to enhance one's image. A local furniture store, for example, who announces an-ongoing relationship with, say, the Susan G. Komen Breast Cancer Foundation, may find that people may choose to do business with that store, if by making purchases customers also help to put a dent on breast cancer disease and the chaos it creates in our society.

9. Fundraising events. Simply put, organizations can find worthy nonprofits that they can help, preferably dealing with problems of special interest to the community in question. This image-building approach is especially useful if organizations strive to sponsor fundraising events annually, preferably for the same cause or issue. As time goes by, people will start to associate the cause in question with the organization that is helping to address it.

10. Creative organizational profiles. There is one company in Rhode Island, for example, that puts out adventure story books using the business or nonprofit as the setting and the people who established the organization as some of the characters. This is done, that is, instead of tedious, numbers-filled, fact-oriented organizational profiles, which, even when done on fancy, shiny paper are rarely looked at by clients and customers. When a creative approach is used, however, people may be motivated to read the profile, thus enhancing the promotional, image-building value of this type of literature.

References

1. "Motto." (2007). From Wikipedia, the free encyclopedia. http://en.wikipedia.org/wiki/Motto

2. "Fun Trivia: The Trivia and Quiz Community." (2009). http://www.funtrivia.com/askft/Question6196.html

3. "A Look at Virginia Tech Traditions." (2008). http://www.vt.edu/about/hokie.html

4. "The US National Mottos: The History and Constitutionality." (2007) http://www.religioustolerance.org/nat_mott.htm

5. Definition for "logo." http://www.powerhousemuseum.com/designersatwork/glossary.html