International Business Image Improvement Month


By Sharon Schweitzer


International Business Image Improvement Month is celebrated in May, and this is the month to focus on improving your company’s image. Although it may not appear so, a company’s image is crucial to its success. Making a strong first impression is crucial, and this is the month to do so. We may endeavor to maintain a positive impression in our daily lives and our professional life. Your image encompasses more than just your visual identity, it also encompasses customer service, marketing, and sales, as well as how you connect with clients and how they perceive you.

This month gets special attention because a strong, positive business image can significantly impact success. It builds credibility and customer loyalty, making it easier for potential clients to remember and choose your business over competitors. Businesses use this opportunity to address and improve areas that negatively affect their public perception.

Over time, businesses worldwide have recognized May as a strategic point to reassess and renew their public images. In essence, a brand image represents the emotional and psychological relationship between consumers and a brand, and it plays a critical role in shaping their purchasing decisions. A positive brand image can lead to increased customer loyalty, greater word-of-mouth promotion, and ultimately, higher revenue.

Efforts typically include revamping social media strategies, improving customer interaction, and refining marketing materials to project a favorable business identity.

The emphasis on maintaining a strong business image aligns with broader marketing and branding trends that highlight the importance of visibility and positive perception in driving business success.

As companies continue to operate in an increasingly competitive global market, dedicating a month to image enhancement reflects a strategic approach to maintaining relevance and customer loyalty​.

Brand identity refers to the visual and tangible elements representing a brand, such as a logo, color scheme, typography, and packaging. It is the set of characteristics that define a brand and distinguish it from its competitors.

On the other hand, brand image is the perception of a brand in the minds of consumers. It is the result of their experiences, associations, and impressions formed over time.

While brand identity is created and controlled by the company, brand image is shaped by consumers’ perceptions and experiences. In other words, brand identity is the outward expression of a brand, while brand image is the impression that consumers form based on their interactions with the brand. Despite these differences, both concepts are interrelated, as a strong brand identity can positively influence the brand image.

In summary a strong and consistent brand image is crucial for businesses to succeed in today’s competitive landscape. It plays a significant role in customer perception, loyalty, and business growth. By focusing on building and maintaining a positive brand image, companies can establish a competitive advantage and drive long-term success.


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Sharon Schweitzer JD, is a diversity and inclusion consultant, cross-cultural trainer, etiquette expert, and the founder of Access to Culture. In addition to her accreditation in intercultural management from the HOFSTEDE Centre, she is an attorney and mediator. Sharon served as a Chinese Ceremonial Dining Etiquette Specialist in the documentary series Confucius was a Foodie, on Nat Geo People. Her Amazon #1 Best Selling book in International Business,  Access to Asia: Your Multicultural Business Guide, won a coveted Kirkus Star, and was named to Kirkus Reviews’ Best Books. She’s a winner of numerous awards, including the British Airways International Trade Award at the Greater Austin Business Awards.

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