It is human nature to want to make a good impression. Whether we know it or not, we tend to influence the perception of others with a goal in mind by using impression management. It is often seen in different forms, such as, the way we dress for a job interview, the type of cars we drive, and technology we embrace.
We create an image of ourselves in order to claim personal identity and how we present ourselves is reflective of that image. It is who we are as humans to do this process, consciously or unconsciously. But what about your brand? Do you use impression management for your organization, as well? Of course you do. We are all well aware of the importance of brand management and how it can affect the decisions of consumers if the implementation is properly done or not. In reality, we often use impression management for organizations and tie it into brand management.