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Written by Caroline Forsey cforsey1. In , Contently, a content marketing software company that connects freelancers with enterprise brands, made a controversial move — in an effort to increase profitability and, in turn, provide more creative opportunities to their freelancers, the company announced that they'd begin charging freelancers a mandatory service fee for every assignment they book.

As you might already know, the response wasn't great. Many freelancers messaged the company and explained the fee could hamper their earning potential, or even end their freelance careers. Fortunately, the freelancers' feedback didn't go unnoticed or unrewarded. As a result of the honest feedback, Contently's CEO Joe Coleman announced via Twitter that the company had decided not to implement the new service fee.

Contently's realization that they weren't prioritizing the needs of their customers ultimately helped save — and even enhance — their corporate image. Here, let's dive into what corporate image is, and why it matters.

Plus, five ways you can bolster your own corporate image today. Your company's corporate image is your brand's public perception. You can help shape it by telling the public what kind of company you are through marketing and advertising. But what really sculpts your corporate image is your company's actions, like performing well financially, developing innovative products and services, following ethical business practices, actually operating by your values, appropriately responding to company criticism, providing tremendous customer service, treating your employees with dignity and respect, and attracting elite talent.

All of these actions fuel the flywheel of your brand's word-of-mouth marketing, which is the most effective and trusted form of marketing , especially when the internet has enabled every brand to scream for your audience's attention today.

Developing a stellar corporate image also opens up more opportunities for customer testimonials, case studies, product reviews, and awards that can provide the social proof needed to earn new customers' trust. In fact, brand values is often a critical factor in someone's purchasing decision.

More than likely, you already know this on a quantitative level, as well. Consider, for instance, the last time you made a purchase on a product or service for which you could have found a cheaper alternative. Perhaps you purchased a new iPhone, or splurged on that Patagonia jacket you've wanted for a while. Ultimately, you likely made that purchasing decision, at least in part, due to the brand's reputation and overall image. That is why corporate image matters — it can influence whether consumers' want to buy from you, and can increase brand loyalty when people feel your values align with their own.

It may look simple, but it takes a lot to make your brand this recognizable to consumers. As a service company, we learned early on that part of our brand image involves our relationships with customers. This was so important that we decided to tie it into our company culture and values.

We encourage our employees to build relationships with our customers and care about their campaigns as if they were their own. We like to think of ourselves as an extension of our customer's teams. Imagine walking into a restaurant where every server wore whatever they wanted, or a department store where no one wore a name tag.

How could a customer identify who to turn to for help? Everything might be running smoothly in your eyes, but a polished brand image is necessary to show that you know how to run your business.

The opposite of that? Thanks to our creative team, we had a state-of-the-art website, professional sales collateral and an overall professional image. Believe it or not, your brand image is paramount to building credibility and loyalty among potential customers. The more often you can deliver on your brand promise with a strong brand image, the easier it will be for consumers to remember your brand and what it stands for.

Because we want our brand to stand for great customer service, we work hard at coaching our employees to deliver the brand image we have built up over the years. We regularly discuss our core values and culture code to ensure that everyone on our team knows what is expected and how we want to position ourselves in the market.

Having a team that understands the company's core values is key to ensuring they make the best decisions in their day-to-day interactions with customers. Helping to differentiate your company from faceless competitors with interesting images which perpetuate your company narrative is a proven technique which can be employed across your social media, blogs and website to help your company shine.

Love them or hate them, memes are a hugely popular way of sharing content online. There is an abundance of stock images available online. Stock imagery has its place and presents a good option if your budget and resources are limited.

However, stock images are seldom a worthy replacement for a custom photo shoot. Using stock images can make your brand look dry and contrived. To visually understand the good, bad and ugly of images used for marketing, take a look at our gallery below and decide which kind of image works for you and your brand. For advice on all your online marketing needs please get in touch with the Solve team today. Your business makes our world go round….

Pictures convey a story, carry an image of the product of the brand, and captures attention. This is why companies invest in the best photographers and photo retouching experts to produce extraordinary and perfect pictures. This fact alone speaks volumes, but here is another one.

Between 65 and […]. A perfectly organized B2B eCommerce website should include an equally […]. Read our article on the importance of images in marketing to find out more about what lifestyle imagery could work for your […].

Press enter to begin your search. Close Search. On this post: The rise of images in the digital age Images, images, images… The benefits of using compelling, high quality images Using images as marketing collateral Images for SEO Why do businesses scrimp on images?

What kind of images does my business need? Images, Images, Images… According to Trend Reports , between 65 and 85 percent of people describe themselves as visual learners.

Your company images need to be good, and they need to be right. The Benefits of Using Compelling, High-Quality Images You can invest lots on SEO , Google ads and all the rest but without a good bank of images, the online marketing strategies you employ for your business can be wasted.

Images do so much more than just paint a pretty picture. Which image entices you more? Using Images as Marketing Collateral Images are an important part of your business arsenal and should be considered a crucial business asset. The presence of a good image can make or break a news story. Simply put, properly labelled images win more clicks If you label your images correctly with search-friendly metadata and descriptions then Google is more likely to find your website due to the extra indexable content available.

If imagery is so important in marketing, why do businesses scrimp on images? It usually comes down to two common issues: Time Lots of successful brands are so busy with the day-to-day running of their businesses that creating images comes second place to other seemingly more pressing tasks. Although creating awesome imagery seems like a time-consuming task, once an image is created that image can then be used hundreds of times to help your business to grow.

Money Although there are lots of great smartphone cameras around, getting the subject matter, lighting and composition correct to generate great images is quite a skill. Image creation should really form part of your marketing budget to ensure that your brand remains relevant and compelling. A cliched stock image.