An Employer Brand is a company’s personality, character and, most importantly, its promise. It’s an extension of the culture and values of the organization designed to give talent a sense of what it’s like to work there.

The challenge today lies in knowing when to apply the corporate image rules, when to ignore them and when to combine them. Nothing touches the customer more than how he or she perceives your corporate image. This fundamental perception will be the major factor that determines whether the customer will decide to conduct business with you and, more importantly, enter into a long-term and mutually rewarding relationship with your organization.


Brand names are company assets that must be invested in, protected and nurtured to maximize their long-term value to your company. Brands have many of the same implications as capital assets (like equipment and plant purchases) on a company’s bottom line, including the ability to be bought and sold and the ability to provide strategic advantages.

  • Brand names can give comfort to buyers unsure of their decision by reducing their perceived risk.
  • High brand equity makes sure your products are included in most consumers’ consideration set.
  • Your brand can be linked to a quality image that buyers want to be associated with.
  • Brand names offer a strong defense against new products and new competitors.


The Image Clinic is an evaluation of your business that helps you identify key elements in your brand that could change the way you approach your clients and employees.

Look at the image projected by your business. How do your customers come in contact with your business? Do they arrive through word of mouth, through direct contact with you, through social media, by reading one of your letters, through an advertising piece, through your business card, or by reading a label on a product you sell? All of these methods project some image of your business.

This evaluation is structured to help you find out what’s really going on with your company’s image and what steps you need to take to improve it.