Management summary

"Imago, je beste amigo!"
Research in accordance with the desired corporate identity and image of De Ridder Communicatie.

In the research conducted, the primary question is evident, “which varieties does the image of De Ridder Communicatie show with reference to the desired identity?” To properly answer this question, first it was necessary to establish the desired identity and image of De Ridder Communicatie. By using the Spiderweb method of Bernstein and the Star of Lux, an attempt was made to define the desired identity of De Ridder Communicatie. The collaborators responses to these methods were minimal therefore the desired identity relates to an indicative character. Considering this, it can be concluded that De Ridder Communicatie does not have a specific desired identity at the moment.

To help further define the image of De Ridder Communicatie, an online inquiry has been used and in-depth interviews with clients have taken place. Based on these results, it was concluded that clients do not have a clear and unambiguous picture of De Ridder Communicatie. Clients have differing opinions concerning the appearance and position of De Ridder Communicatie. When looking at the qualities of De Ridder Communicatie, it can be said that De Ridder Communicatie is known as a reliable agency that liaises with clients in a personal, accessible and transparent manner. It is also of the client’s opinion that De Ridder Communicatie acts decisively and keeps the clients best interest in focus through independent behaviour.

After the desired identity and image have been established, the central question can be answered. The desired identity states that De Ridder Communicatie is a small and practical communication agency. Furthermore, De Ridder Communicatie is seen as a young agency with a focus on graphic design. The terms small, practical and communication agency do not appear in the image of De Ridder Communicatie. The core values are not often confirmed. Considering these differences, it can be concluded that the desired identity and image of De Ridder Communicatie is not accurately portrayed.

Finally there are a number of recommendations concerning the desired identity and image of De Ridder Communicatie, with reference to establishing a specific identity, positioning, profiling and aligning with a policy in the field of external communication. Based on these recommendations the company will, in the future, attempt to reduce the differences between the desired identity and image.