Consider a favourite brand. What makes it so special?
Is the customer service exceptional? What about high-quality goods? Prices that are reasonable?
Taking it a step further, does the brand reflect your own personal values? Do you have the impression that it truly “gets” you and understands what you’re looking for?
The brand image of a company is your perception of what it stands for and what it offers to customers.
And, since it’s your favourite, I’d say they’ve done a pretty good job on theirs, eh?
What Exactly Is a Brand’s Image?
Brand image is defined as “a set of beliefs, ideas, and impressions that a person holds” about a brand, according to Philip Kotler, an American author of more than 60 marketing books who has been dubbed “the father of modern marketing.” In other words, the brand image refers to how each individual perceives the identity, purpose, and value of brands with which they interact and may engage.
The tricky thing about the brand image is that you can’t fully control how each visitor or customer perceives your brand at the end of the day.
This will differ from one person to the next. It will be determined by their personal beliefs, ideas, and impressions, as well as how you factor into the equation.
What you can do, however, is implementing a brand image strategy that gives you the best possible chance of coming across the way you want to, thereby increasing the chances of your company’s success.
Brand recognition improves with a strong image.
A truly strong brand is one that is so reliable and consistent that it can be recognized from a mile away. And if you can establish yourself as a recognizable brand, you’ll be in good shape for many years to come.
Referrals are generated by a strong brand image.
A strong brand image acts as a glue that binds customers to your company, encouraging them to work with you, stay with you, and tell others about your company.
A positive brand image boosts revenue.
A positive brand image has a direct impact on consumer purchasing decisions. People prefer to do business with companies they know, like, and trust. As a result, if you can establish a strong brand image, you’ll have a much better chance of making a sale.
So the next time you see a brand think about how much hard they have worked to build it.