Brand image plays an important aspect in determining how brands will be able to be successful and survive in their respective market. This article defines the term “brand image” and highlights its importance prior to focusing on the process of creating, improving, and evaluating the image of your brand to help you stand out in the marketplace.
Why Brand Image is Important?
1. Competitive Advantage
The image of a brand can significantly impact the value of a brand and is crucial to gain a larger percentage of market share. This allows businesses to offer premium prices which consumers will be willing to pay or to implement extensions of their brand or products more effectively since they perceive them as trustworthy and therefore believe in your ability to meet their needs.
2. Positive Reputation
A positive image of your brand indicates that current and potential customers see your brand as one that is able to fulfill their requirements effectively (through physical attributes of the product along with benefits and advantages, as well as intangible benefits , such as an appealing price level).
3. The overall reflection of management
In the eyes of consumers the image of your brand can be perceived as an indication of how you run your business and satisfy the demands of the market in general. This can affect how you will be able to compete against other existing firms.
How do you build a the Brand Image?
1. Do some work on Your Brand Identity
The company is not able to control its brand image , but can manage its brand’s image as well as other aspects of a branding strategy. It is therefore essential to comprehend what you would like your brand to represent and effectively communicate that to the world and beyond. This helps the company establish positive associations that are later transformed into perceptions that form the an image of the brand.
Communicating clearly defined messages that clearly define the mission and values that underpin your brand’s identity could, in turn, create positive external perceptions (brand image) that align with your internal brand image (brand image).
It’s equally important to make sure that your values and goals are relevant and useful to your targeted market. Being customer-centric allows you to indirectly influence the impressions people form with you, which allows you to affect the formation of brand image in indirect ways.
2. Design positive customer experiences
Brand image is developed by the direct experiences that customers experience with your company. It is essential to make a positive impression across all touch points with your customers is crucial.
It could be an easy online experience, or a tangible experience in-store with outstanding customer service. This includes well-trained and motivated employees, as in ensuring that your shop is tidy and easy to navigate , or your packaging is appealing and is in line with your style of branding.
3. Make Your Brand Stand Out
Positioning is the process of determining how you will be able to provide value in a distinctive and personal approach to the customer you want to reach. Amazon, for example, has a mission to “continually raise the bar of the customer experience by using the internet and technology to help consumers find, discover and buy anything…”.
This is immediately a reference about the way Amazon wants to appear in the eyes of its customers and, through this explicit assertion, if it is delivered to consumers with a high degree of success, Amazon can indirectly build its image of brand.
4. Invest in Effective Communications
It is not worth making up your ideal identity and trying to form an image that consumers will see of you without a proper method of communicating. The image of your brand is influenced by the creative way of communicating what you represent and thereby creating powerful distinct, distinctive, and meaningful impressions in the minds of consumers.