Lexically, image building is “improving the brand image or public image of something or someone through good public relations, publicity, etc.” Practically, the projection or construction of images is the presentation of someone / something to people in a particular way, especially one that makes a real and good impression on the viewers. A projection is required to make an effective appearance of a reality. Consequently, the construction of images shapes the public’s perceptions of someone / something. The correct projection or the defined perception of the entrepreneur, the institution, the staff and the products / services is the cornerstone of an effective marketing / brand / promotion fight. It is now a global business standard to designate some people for the projection of leadership, institution, workforce and products / services based on psychology and aesthetics. Consequently, image projection or construction has become an unavoidable aspect of current businesses, both SMEs and LSEs.
An effective business projection has three dimensions: leadership dimension, institutional dimension and product or service dimension. At the leadership level, the ultimate purpose of an image building struggle is to portray a defined leadership style. An effective leader is a missionary towards business goals / threats, visionary towards final business effects, dynamic towards multiple business processes / opportunities, and caring towards all stakeholders / followers. At the institutional level, the ultimate motive for screening is to manifest a specific organizational behavior or to achieve goodwill. Academically “The image of a company is made up of an infinite variety of facts, events, personal stories, publicity and goals that work together to impress the public.” Typically, organizational behavior is a unique combination of all stakeholder approach to competition, cooperation and innovation towards related people / business environments. Correct business projection makes institutional strengths effective and institutional weaknesses irrelevant. At the product / service level, a projection gives a brand name to a product or service, as a result, the company achieves Brand Equity. An effective projection process simultaneously promotes the quality of products / services, institutional effectiveness and the productivity / effectiveness of people. Adopt multiple marketing techniques, launch multiple ad campaigns, and start multiple networking events. The best situation is to design marketing, advertising and networking in a way that reinforces the effective projection of the product / service, the leadership, the workforce and the institution.
Leader starts a business and shapes a defined company culture through multiple organizational development strategies, so the leader is a unique image of an institution. In addition, it is an iconic representation of the top management of an established organization and provides lasting identification to all stakeholders of the company. An effective-looking strategic / tactical approach is the most important thing for a leader, so that an image building campaign makes an accurate projection of the leadership profile. A minimal erroneous leadership projection would be detrimental to growth and institutional development. A veteran media cell is inevitable for accurate projection of top leadership in large organizations. A wrong image can consume precious time to correct wrong messages due to poor projection from top leadership.
A promotional campaign is a fundamental aspect for the correct projection of someone / something. Promotion is a communication activity based on some monetary incentives in order to increase or capture the market share of the product or service. The very purpose of a promotion is to attract new customers or engage old ones. Furthermore, promotion is also an element of the marketing mix. There are seven elements of any marketing mix, that is, price, product, promotion, square, people, process, Y positioning. Marketing elements have both physical and conceptual dimensions. The combined effect of seven elements is necessary for any successful marketing effort, including the correct projection of someone / something.
