Difference between corporate image and corporate reputation

Signed by: Carlota Gatius

The Difference Between Corporate Image and Corporate Reputation

Because it's common to confuse the two terms (image and reputation), today we’ll explain the difference between corporate image and corporate reputation. This way, you’ll understand they’re not the same and you’ll be able to work on both aspects to improve your overall corporate reputation.

Image is the “snapshot” of the business

Your company’s image is basically the snapshot your target audience holds in their memory, which, over time, contributes to building a positive reputation for your business.

For this reason, you should display your image across all the channels where your consumers are active, such as Instagram, Facebook, Google, etc.

Reputation doesn’t happen overnight

The most significant difference between corporate image and corporate reputation is that the latter refers to the overall perception consumers have of a business, and it is built over the years.

To achieve this, as a business owner, you need communication strategies that present your brand as a well-established name within your market niche.

Image is perceived individually

Another difference between corporate image and corporate reputation is that image is an individual perception. In other words, each person sees it differently. However, one of the main goals of a corporate image is to align the various perspectives of consumers to create a general perception of the company.

Reputation is based on group perception

One more difference is that the reputation of a business is measured by the group perception—mainly based on the comments and experiences of the majority of consumers regarding the brand.

Image changes for different reasons than reputation

It’s possible for a company’s image to change regularly depending on the different phases the business goes through, which can lead to shifts in individual opinions.

In short, a company’s image is not a static perception, as it must be updated constantly to improve its position against competitors.