Shaping a company's image in times of legislative changes and crises

photo: Eva Bronzini • Pexels Content License

Table of contents:

• What is a company`s image and what does shaping it involve?
• How to build a positive company image? The most important stages
• Shaping a company`s image in times of legislative changes
• Crisis management – how to maintain a reputation in difficult circumstances?
• What activities aim at shaping a good company image?
• Marketing vs. image creation – where is the line?
• Brand creation and stakeholder monitoring tools
• A modern approach to company image

Image is the most precious and simultaneously the most delicate asset of any enterprise. In an age of instantaneous information flow, a single wrong decision or oversight in legal regulations can destroy years of trust-building. In 2026, the secret to success is no longer just attractive graphic design, but also proactive change management and constant monitoring of the environment. Shaping a company`s image today requires an integrated approach that combines authentic values with resilience to market shocks. From this article, you will learn how to create the foundations of a strong brand and react to new regulations. We will also suggest what steps to take when your reputation is put to the test. Enjoy the read!

What is a company`s image and what does shaping it involve?

Before we start implementing specific actions, we must understand the foundations of brand building. We often confuse company identity with its image. Identity is a set of characteristics that we assign to our enterprise ourselves – how we want to be perceived. In contrast, image (often referred to as corporate image) refers to the actual picture of your enterprise in the minds of customers, employees, and contractors.

Shaping a company`s image is the process of consciously influencing external perception through consistent communication and specific actions. It is not a one-off campaign, but constant work on the enterprise`s reputation. In an era of transparency, the market immediately notices any inconsistency between declarations and deeds.

In simple terms, it can be stated that:

• Image = What they say about you when you leave the room;
• Identity = What you say about yourself when looking in the mirror;
• Shaping = The bridge that connects these two worlds through professional PR.

How to build a positive company image? The most important stages

Building a reputation is a marathon, not a sprint. It requires planning and iron consistency at every point of customer contact with the brand. The most important stages of this process are:

• Current state audit – you cannot move forward without knowing where you stand. It is necessary to conduct an image audit that shows how stakeholders see you;
• Definition of values and mission – set a goal you will strive for even in turbulent times;
• Consistent visual identity – logo, colors, and typography must reflect the brand`s character. Professional visual identity builds a first impression in a fraction of a second;
• Message strategy – defining the tone of voice and its channels;
• Monitoring and optimization – reacting to feedback and adapting actions to changing market expectations.

According to the Edelman Trust Barometer (2025) report, as many as 81% of consumers declare that brand trust is a decisive factor when buying, and 67% give up the services of companies that are not transparent in their actions. Therefore, investing in credibility and a consistent image should be treated as a long-term development strategy, not a one-off marketing campaign.

Shaping a company`s image in times of legislative changes

In 2026, changes in the law – from ESG regulations to new tax provisions – have a direct impact on how to build a company`s image. Ignoring legislative changes is perceived not only as an operational error but, above all, signals a lack of ethics. Brand credibility is built today by being one step ahead of regulations.

When new regulations enter, e.g., regarding non-financial reporting or data protection, a company has two paths: adapt to market trends or become a leader of change by educating its customers. Transparency in this area is a huge opportunity to strengthen authority.

To better illustrate how specific regulations affect brand perception, below is a summary of the most important legislative changes along with potential communication risks and opportunities.

Legislative change	Image risk	Communication opportunity
New ESG requirements (Ecology)	Accusation of "greenwashing" due to lack of data	Positioning as a sustainability leader
Changes in labor law	Reputation as a "bad employer," drop in morale	Strengthening employer branding through benefits
Data protection regulations (AI)	Customer fear regarding privacy	Building an image as an expert and secure partner

Crisis management – how to maintain a reputation in difficult circumstances?

A crisis does not ask if you are ready; it simply comes. In extreme situations, shaping a company`s image turns into a struggle for survival. Proactive management and the application of the 5R principle are then essential:

• Response (quick, specific reaction);
• Reform (implementing changes so the error does not recur);
• Reputation (caring for the long-term perception of the brand);
• Restitution (compensation for those affected);
• Responsibility (taking responsibility).

The most common mistake in crisis communication is "remaining silent" or management searching for culprits outside. In the social media era, a lack of response is often interpreted as an admission of guilt. It is worth creating a dark site – a ready-to-go, draft version of a website with statements that you activate only in the event of a crisis. It will save precious minutes when emotions run high.

Although the tactic may initially involve financial losses, in the long run, it builds customer trust. Hiding a problem almost always leads to an escalation of the crisis and deepens the loss of credibility. Companies that can transparently admit an error and present a recovery plan are perceived as more mature and responsible. It is also worth conducting an analysis after the crisis to draw conclusions for the future. Effective crisis management can not only save a brand`s reputation but even strengthen its market position.

What activities aim at shaping a good company image?

Many people ask what shaping a company`s image involves in daily practice. The process is not limited to advertising. It is the sum of many actions that build a consistent story about your business. These include:

• CSR (Corporate Social Responsibility) – real support for local initiatives, not just "buying" an image;
• Employer Branding – activities building a positive image of the employer make the best specialists want to work for you;
• Content Marketing – sharing knowledge builds authority;
• Customer service – every response to a complaint is a moment where brand image creation takes place;
• Media relations – building a network of contacts with industry journalists.

All these elements should be consistent with each other and carried out consistently to strengthen brand credibility. Even the best-planned marketing campaign will not yield results if it is not backed by real operational actions. Shaping a company`s image is a long-term process that requires the involvement of the entire team, not just the marketing department. The more authentic and well-thought-out the actions taken, the stronger and more lasting the enterprise`s reputation becomes.

Marketing vs. image creation – where is the line?

In business practice, it is necessary to notice where the line lies between marketing and image creation. These terms are often confused, although in practice they perform different functions. Marketing focuses primarily on product promotion and generating sales ("Buy now"), while image-building and PR activities build long-term relationships with audiences and brand trust ("You can rely on us"). Both areas should work together; however, a lack of strong reputation makes marketing campaigns more expensive and less effective.

Brand creation and stakeholder monitoring tools

You cannot manage what you do not measure. Modern brand creation tools allow for tracking every mention of your enterprise in real-time. Stakeholder and market opinion monitoring is fundamental to knowing what not only customers but also investors or decision-makers think about you. Below is a table of recommended platforms for image management:

Tool	Application	Benefit for the company
Brand24	Social listening and media monitoring	Immediate reaction to negative opinions
Google Alerts	Tracking brand mentions online	Free monitoring of key phrases
Prowly	Media relations management (PR)	Professional press release distribution
SurveyMonkey	Satisfaction and feedback surveys	Real knowledge of stakeholder needs

In addition to technological tools, cooperation with specialized firms involved in image creation and reputation monitoring is increasingly important. Professional agencies offer not only access to advanced analytical systems but also data interpretation and the development of communication strategies tailored to the specifics of the industry. Outsourcing image-building activities also saves time and internal resources while raising the quality of reputation campaigns.

A modern approach to company image

Conscious shaping of a company`s image is not an optional extra in 2026, but a business necessity. Remember three key takeaways:

• reputation is built on authenticity,
• changes in the law represent an opportunity to demonstrate expertise,
• a properly managed crisis can strengthen trust.

Effective brand image creation, however, requires the right tools and strategic planning. Do not wait for the moment when you have to go on the defensive. Today, ensure that marketing and image creation work in full synergy. Building a strong reputation is the best insurance policy for your business.