Imagine your brand as an image from a camera. When you don’t know how to use your brand image to its fullest, your brand might seem out of frame. When your brand image is overly complicated, your brand might be out of focus. It might be frustrating when you cannot produce the image intended but try looking through the perspective of consumers. This way, you can sharpen your brand image into focus, building your business into a recognizable, successful brand.
The Importance of Brand Image
If you were to line your brand up with similar ones, can consumers easily pick out your brand from the rest? Consumers tend to be attracted to brands that are visually appealing and stimulating. Try to imagine what consumers want and need and relate that to your brand image – how consumers view your brand overall.
What Determines Brand Image?
Your brand product itself, its name, logos, product packaging, advertising, and other attributes determine the physical appearance of your brand. These physical attributes are important because they separate your brand image from your competition in the eyes of consumers. Rounding off your brand image is something more than its outward appearance.
Brand Image By Association
Consumers will ultimately associate certain images, thoughts, emotions and experiences with your brand, completing your brand image. How do consumers end up associating your brand with their own lives? Consumers initially think of how they have to fill a need of theirs – whether a physical, emotional or social need – and will then use your brand as a solution. Consumers will keep coming back to your brand in order to fill that need but now they have this belief or perception of your brand – your brand image.
Building Relationships Through Brand
Ask yourself, what is it about your brand that will make consumers think it will make their lives better? What different benefits does your brand give to people and in different ways? For example, a consumer will buy a cleaning product to get rid of stains but also to have an aesthetically pleasing environment and therefore better quality of life. By consumers associating your brand with positive images, thoughts, emotions or experiences, they have a trusting relationship with your brand.
Be sure to seek out a professional marketing company to partner with to help you create an effective and personalized marketing strategy that will build your brand image and ultimately your business.