How important is your Brand Image?
What’s the first thought or image that comes to mind when you hear “Brand Image”? Is it the logo? Or is it the quality of their product or service? Well, for most of us, it’s the logo. What if you are told that brand image is more than just their unique, interesting logo? In fact, the logo is but a small part of a brand’s image. Before we talk about whether or not your brand image is essential, let’s first get a clear idea as to what a brand image or brand identity is.
What Is A Brand Identity?
In simple terms, your brand identity is how you want to portray your business to your customers. This includes your logo, the colours you choose, the “tone of your voice” or type of language you use to communicate your brand, the fonts, and the graphics.
Now, you may confuse brand identity with the brand image, no. Your brand image is defined by how you are perceived. In other words, if your brand identity is a success, it will result in a positive brand image. How your brand is perceived is directly proportional to how positively your brand is registered in customers’ minds.
A few examples of the strongest brand identities are Coca Cola, Nike, Adidas, Apple, and so on. These brands spend millions on just advertising because they are well aware that their brand identity directly affects their sales, shares, and position in the market.
How To Position Your Brand In The Market?
To figure out the best way to position your brand in the market, you must first confirm which brand archetype your business belongs to. There are 12 types of brand archetypes, and every company in the world falls into either of them.
You can check your brand archetype here: https://visionone.co.uk/brand-archetypes/brand-archetype-quiz/
Once you have decided the brand archetype your business belongs in, your entire communications revolve around that theme.
Now, let’s talk about the importance of having a positive brand image.
Why Is Your Brand Image Important?
Here’s why brand image goes way further than branding.
- Makes an Impression
“First impression is the best impression,” we hear it often and do our best to implement it. When it comes to business, its importance cannot be stressed enough. There are various factors consumers notice, and these factors decide their impression of your brand. The cleanliness of your store, the hospitality of your staff, the way your employees are dressed, business cards, website, and more other factors, although may seem trivial, play an important role in the consumers’ minds.
Hence, presentation is as important as the quality and standard of your business.
- Creates Recognition
Have you ever seen a particular logo and immediately recognized the brand? E.g., Coca Cola or Apple. It’s easy to identify them from afar, but it is not as simple as that. It takes a lot of effort to be able to get registered in consumers’ minds. Your brand image consists of visual images as well as associations such as reliability, quality, and speed. If you, as a business, do not put effort into keeping a consistent brand image, your consumers may find it extremely difficult to recognize your brand or, worse, even forget you. And, needless to say, a brand that is not recognized is a business that is as good as shut.
- Shows How well In-Place you are
Imagine your client walking into your office for an important meeting, and seeing your desk is cluttered, bad, right. It might be normal according to you, but in the eyes of your client, you are “all over the place.” The same applies to your brand as well. Things like having a well-polished website, a professional email id, and an overall professional image can help you believe your consumers are well put-together.
- Builds Credibility and Equity
Loyalty can only be earned through consistent delivery of your brand image through meeting your customers’ expectations. The more often you can deliver a good image through your service, the more you add to your brand’s credibility. This can be achieved by coaching your team to deliver the brand image and helping them understand the values your business stands on. So, when they interact with the customers, they have these values registered in their minds and speak accordingly.
The bottom line, your brand image is important as your business and decides your share in the market.
Ideas and inspirations are all around me. When not working, I explore mobile photography, read, stalk nature photographs and dream of travelling. On a mission to travel as many places as I can.