Lexically, image building is “improving the brand image or public image of something or someone through good public relations, advertising, etc.” In practice, image projection or construction is the presentation of someone/something to people in a particular way, especially one that gives a real and good impression to the viewers. A projection is required to make an effective appearance of a reality. Consequently, the construction of the image shapes the public’s perceptions of someone/something. The correct projection or defined perception of the employer, the institution, the staff and the products/services is the cornerstone of an effective marketing/branding/promotion fight. It is now a worldwide business standard to designate some people for leadership, institution, workforce, and product/service projection based on psychology and aesthetics. In this sense, the projection or construction of image has become an unavoidable aspect of current companies, both SMEs and LSE.
An effective business projection has three dimensions: leadership dimension, institutional dimension and product or service dimension. At the leadership level, the ultimate goal of an image-building struggle is to represent a defined leadership style. An effective leader is missionary toward business goals/threats, visionary toward business endpoints, dynamic toward multiple business processes/opportunities, and supportive of all stakeholders/followers. At the institutional level, the final reason for projection is to manifest a certain organizational behavior or achieve goodwill. academically, “The image of a company is made up of an infinite variety of facts, events, personal stories, publicity and objectives that work together to impress the public.” In general, organizational behavior is a unique combination of competition, cooperation and innovation approach of all stakeholders towards the business environment / related people. Proper 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 business 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 various advertising campaigns and initiate multiple networking events. The best situation is to design marketing, advertising, and networking in ways that reinforce each other for effective product/service projection, leadership, workforce, and institution.
The leader starts a business and shapes a company culture defined through multiple organizational development strategies, so the leader is a unique image of an institution. Furthermore, he/she is an iconic representation of the top management of an established organization and provides lasting identification to all business stakeholders. An effective appearance strategic/tactical approach is the most important for a leader, so that an image building campaign makes an accurate projection of the leadership profile. The slightest erroneous projection of leadership would be detrimental to institutional growth and development. A veteran media cell is unavoidable for accurate projection of top leadership in large organizations. A wrong image can consume precious time to fix wrong messages due to the ugly projection of 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 i.e. price, product, promotion, square, people, processY positioning. Marketing elements have physical and conceptual dimensions. The combined effect of seven elements is necessary for any successful marketing effort, including the correct projection of someone/something.
