Brand Image: What is it and Why it’s Important?
The two most important concepts when it comes to marketing, are brand image and brand strength.
In previous articles, we explored these concepts’ crux by describing the brand image and brand strength.
In this introductory article, we will clarify what both of these concepts are, the importance of both brand image and brand strength, and a few examples of businesses that excel at both of these disciplines.
At the end of this introductory article, you will be better armed to begin formulating a strategy for positioning your business.
What Exactly is Brand Image?
Brand Image is the perceived sense of connectedness and consistency with others generated by the company’s product or service.
When we think of a brand, we generally think of an iconic individual or company and has a consistent personality.
In my opinion, one of the more powerful concepts on the topic of personality is a “psychological brand.”
In this theory, a brand is constructed by those who are selling it.
The buyer or consumer then interacts with that personality and creates a series of perceptions and behaviors which reflect that personality.
When we engage in these interactions, we create a story based on those behaviors and perceptions.
What is Brand Strength?
A brand’s strength is based upon how effectively it expresses the brand personality.
For example, a company that makes eyeglass frames can utilize a specific brand personality such as neatness or casualness to communicate a particular message about the types of glasses people tend to look for.
While we may think of brands as being personality-driven, they are also more than just personalities.
The truth is that what is the brand image and what is brand equity are very much intertwined.
A brand must communicate with an audience. It must also convey enough information about its personality, product, or service that an audience can make an informed decision about purchasing it.
Brand equity also considers how well a brand conveys its message through social media, SEO, advertising and marketing efforts and channel capacity.
Visual imagery is one of the most important aspects of what is the brand image. Images tell us a lot about a company.
They give the public a glimpse of what the product or service offers.
Visual imagery can be in the form of a logo design, color scheme, images, illustrations, or graphical content.
These visual elements are what communicate a brand promise to the public.
To implement brand image strategy, a company needs first to identify their goals and the key objectives they want to achieve.
Then, they need to determine what kind of imagery will support these objectives.
Once they have determined what imagery they will use, they can create a brand image strategy.
A brand image strategy is a process of coming up with new ways to portray the product, or service to make the public feel a certain way about it.
It also involves coming up with new ways to draw relevant conclusions about the product or service to make informed decisions.
One very effective way of improving the brand image in a particular industry is by drawing attention to exceptional service, product, or event.
You may do this by creating press releases, publishing articles, giving away free samples or launching a special event or competition.
In drawing attention to a particular offering, a company hopes to improve consumer perception of the offering and improve customer relationships by building a better business-customer relationship.
When a particular brand draws attention to itself for an extended period, it creates a positive memory about the brand.
This leads to a better business-customer relationship as well as better sales.
Another reason why a particular brand needs to improve its brand identity is to increase sales.
Brand image refers to a set of behaviors or traits that consumers have about a given product, a company, or a service.
These behaviors tell us what we should expect to get out of a product or what we should avoid, and it can help us decide whether or not a particular brand delivers on its claims.
In marketing communications, identifying and addressing customer behavior can be a challenging task.
One way to tell us if a brand delivers the message it intends to: the target response.
Brand Image Matters for Small Businesses
Brand image is the consumer’s perception of your brand depending on their past interactions with your company.
It does not necessarily relate to a past customer purchasing your product or using your services and products.
It’s essential to strive to maintain a similar brand image as your competitors because consumers may have a completely different perception of your brand.
It is also essential for you to develop a brand image because if your brand image is strong, it will help your company be recognized and respected.
However, if your brand image is weak, then consumers may view you as an unethical company.
Therefore, maintaining a fair and consistent brand image is extremely important.
How do you Build Brand Image?
To build a brand image, it’s essential to identify your target audience and how you want your product or service to be perceived by them.
To reach your target audiences, you will need to develop marketing strategies that appeal to specific groups of people.
It is also essential to identify demographics and determine where your target audiences live, work and other activities.
One of the most critical factors in determining your brand image is your core values and commitment to your customers.
When customers feel like they are dealing with a reputable company, they are much more likely to remain with that company for an extended period.
Your core values and commitment to your customers will determine many of your company’s things and what types of promotions and advertisements it undertakes.
It will also impact how customers interact with your brand on a day-to-day basis.
Developing and consistently communicating critical messages about your company and product(s) is another crucial factor in developing your brand persona.
The messages you send to your audiences must be consistent with your company mission and goals and should resonate with your customers’ core values and commitment.
It is essential that you communicate your key messages to your audience with clear and concise messages that are easy to understand.
A strong brand image is essential for creating a sense of consistency in your business.
Consumers who have a clear understanding of and attachment to your brand are likely to continue to use your services and purchase your products.
Your brand should be easy to recognize and remember.
It is essential that consumers can easily associate your brand with your services and products.
Also, consumers may be more willing to buy from companies with a consistent brand image as consistency has been shown to improve sales and bottom line profits.
Effective branding involves creating an impression in your customers’ mind about you and your business.
It is through this impression that your customers form associations with your business.
You can establish your brand impression through various other methods such as marketing your company’s services and products, advertising your business, customizing your business cards, using color, fonts, logos, and billboards.
The purpose of these various marketing tools is to create the right impression in your customers’ minds about you.
Another essential thing to consider when it comes to brand image matters is its appearance and the quality of service and products you provide to consumers.
Many consumers base their impressions of a company on how it treats them.
For small business owners, it is crucial that you provide your consumers with quality customer service.
To do this, you should conduct regular customer service training for your employees.
Your employees can also help you improve your brand image by reporting any consumer concerns they may have.
To create a strong brand image, you must commit to continuously improve your brand image by continually communicating with your customers.
Consumers tend to hold individual perceptions about brand names that media outlets are continually highlighting.
Thus, developing a strong brand image requires that you continuously address consumers’ views and counter rumors and misconceptions circulating in the market.
You will be amazed at how quickly changes in perceptions can dramatically enhance your company’s sales and reputation.