The Power of Brand Image

In the competitive business landscape, cutting through the noise requires a strong and positive brand image. Brand image is the customer’s perception of your brand based on their interactions and experiences with it. This article explores what brand image is, its importance, how to build a strong brand image, and how to measure it effectively.

What is Brand Image?

Brand image is the general impression, perception, and associations any given customer has about a brand. It forms in the consumer's mind based on their experiences and interactions with the brand, its products, services, and the overall brand identity (including visual elements, values, and cultural relevance). A strong brand identity leads to a positive brand image.

Example: Tom’s Shoes

In 2006, Blake Mycoskie witnessed the hardships children without shoes faced in Argentina and developed Tom’s Shoes, a company that gives one pair of shoes to a child in need for every pair sold. Since its inception, Tom’s has given away 60 million pairs of shoes in 70 countries. Through its mission-driven approach, Tom’s has created a brand image that shows it cares about more than just its customers and aims to do good in the world.

Definition

Brand image is the customer’s perception of your brand based on their interactions and experiences. It can evolve over time and doesn't necessarily involve a customer making a purchase or using your product or service. Since customers can have different opinions of your brand, it’s important to work hard to maintain a consistent brand image.

Businesses spend a lot of time curating a brand personality, voice, and positioning in the marketplace. It goes beyond visible elements such as an identifying symbol, mark, or logo that companies use to distinguish themselves from rivals. All these elements of a brand contribute to the way a customer interacts with and perceives your brand, culminating in the overall brand image.

Why a Positive Brand Image is Important

Today, many consumers, especially millennials and Generation Z, don’t buy products or services solely based on quality or price but on what the brand stands for. According to a Harvard Business Review study, 64% of consumers say that shared values are the primary reason they have a relationship with a brand, whereas only 13% cited frequent interactions as the primary reason for a relationship.

Emotional Connection

A strong brand image fosters an emotional connection with consumers, which is a powerful asset. For instance, 61% of people said that how a brand responded to the COVID-19 crisis impacted their likelihood of maintaining a relationship with that brand.

Customer Care

A Global Consumer Trends Report 2022 found that over 60% of consumers feel businesses need to care more about them, and they would buy more if they felt that care. This shows the direct correlation between a positive brand image and increased consumer loyalty and sales.

Building a Strong Brand Image

Start by defining your mission, vision, and values. Everything your company does should align with these principles. Inconsistency in values can harm your brand image, so you must define your purpose clearly before promoting your brand.

Additionally, strong values attract not only customers but also drive employee engagement. Mission-driven employees are more likely to stay at a company longer and perform better. Practicing what you preach can go a long way in retaining happy, productive employees and customers.

Create a Brand Positioning Statement

A brand positioning statement sets you apart from the competition and tells consumers exactly how you solve a need for your target audience. Research your competitors to understand what makes your brand unique. Create a one to two-sentence statement that communicates your unique value to customers.

Develop a Brand Personality/Brand Identity

Each brand needs a crafted personality, voice, and characteristics. Start by choosing a tone and writing at least 10 attributes of your brand. Defining a brand personality and identity brings consistency to your marketing and brand image.

Identify Your Key Audiences Using Persona Market Research

Research your audience and gather demographic and psychographic data. Segment them to create three to five fictional representations of your target customers. Understanding your buyer personas is key to portraying the right image for your brand.

Measuring Brand Image

Let's talk about how you can get a feel for your brand image.

Surveys

Surveys are a common method to monitor brand image. Brand Perception Surveys help you understand how your brand is perceived by customers, prospects, employees, and other stakeholders. They paint a picture of the mental real estate your brand owns and how it compares to competitive brands. The insights gathered help cultivate a better business-customer relationship, improving brand image.

Social Media Monitoring

Social media platforms are valuable for gauging brand image. Monitoring mentions, comments, and shares can provide real-time insights into how your brand is perceived.

Customer Reviews and Feedback

Online reviews and feedback are powerful indicators of brand health. Regularly analyzing these can help identify areas of improvement and strengths in your brand image.

Examples of Companies with Successful Brand Images

There are a few brands you'll recognize at a glance.

Apple

Apple is known for being innovative, sleek, and dynamic. Its strong brand image has created customer loyalty by forming an emotional connection with its audience. Apple's customers are fanatics, often lining up to get the latest products on release day. Apple has mastered the art of creating a lifestyle product and a positive brand image.

Zappos

Zappos is known for superior customer support and a great employee experience. Its exceptional customer experience has allowed it to spend less on marketing, with a majority of sales from repeat customers. Zappos' light-hearted brand purpose is reflected in every customer interaction, creating a positive brand image.

Coca-Cola

Coca-Cola is one of the most recognized brands globally due to its consistency over the years. It promotes its brand over its products, selling a lifestyle rather than just a product. Coca-Cola has created a brand image synonymous with happiness and joy, often associated with celebratory occasions.

Brand Image vs. Brand Identity

A company's brand image differs from its brand identity. Brand image is how customers perceive the brand, while brand identity is how the brand wants to be perceived. Establishing a consistent brand identity helps ensure that the brand image aligns with the company's desired perception.

Tips to Enhance Brand Image

1. Develop a Strong Brand Identity: Invest in a good brand identity, including brand voice, logo, and colors. Pay attention to feedback to continuously improve.

2. Create an Engaging Website: A well-designed, current website can make a lasting impression. Use it to convey your company's mission, values, and contact information.

3. Use Marketing Strategies: Utilize marketing campaigns, influencer marketing, and social media campaigns to shape customer perceptions.

4. Get Feedback from Customers: Regularly seek and analyze customer feedback to understand their perceptions and make necessary adjustments.

5. Improve Your Concrete Image: Participate in community activities, host events, and ensure positive face-to-face interactions to humanize your brand and enhance its image.

Brand Image Mastery

In today's competitive business environment, a strong and positive brand image is crucial for standing out and building lasting relationships with customers. By understanding what brand image is, why it is important, and how to measure and enhance it, businesses can create a powerful brand that resonates with their target audience.

Ready to elevate your brand image? Connect with the team of branding experts at Winsome Marketing today!