Both product and market positions influence a company image, but are not the only components to a company image. Customer service, hiring practices, advertising, marketing materials and many other factors combine to create an overall company image. Your company image can make your marketing communications efforts more or less effective than they would be on their own. Your company image and marketing communications are interdependent. When you use your company image as the foundation for all marketing communications, you will also achieve consistency .
Consistent messages reinforce each other.
Established company images can be changed and shaped through planned, consistent marketing strategies. Creating a company image is similar to gardening. You can do nothing and most likely something will grow, from pleasant wildflower s to ugly weeds. Or, you can carefully plan and tend to your garden to create any number of landscapes such as a rock garden, flower garden, cactus garden, etc. Just as certain plants compliment each other to create a pleasing whole, your marketing strategy, communications, and product and market positioning should work together to create the image you desire.