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FEBRUARY 06, 2025 9 MINUTES 40 SECONDS
Branding
Growing up, you must’ve noticed that every high school has its own cliques that are well known in their playing field. With their unique blend of styles, interests, values and ways, these cliques were all about having an image that makes their own place in the high school hierarchy. To be on the top, they needed to have a background, dressing sense, aura and personality that was attractive and unmissable. And to retain their position, they needed to consistently shine in the limelight.
In the same way for brands, there’s a hierarchy at work, and the field is just as unleveled. Only this time, instead of fellow students, it is your customers who form an image of your brand that sets you apart and cements your place in the brandosphere. So the million-dollar question is – what is brand image really? Let’s find out.
All that you do with your brand – conceptualization, marketing, customer service and everything in between – adds to your customers’ experience like adding wooden blocks in Jenga – one false move, and it can all come crumbling down. So, to ensure that your brand comes across as someone who solves problems and makes people happy, you need to have a brand image that drives people in like a moth to a flame.
Brand image is the perception people have of a business. It’s not merely about the logo, the colour scheme, or the tagline; it encompasses the emotions, thoughts, and memories individuals associate with your brand. If you think of your brand as a person, its image would be its reputation, personality, and style combined. You could break it down like this:
People don’t just buy products; they buy stories, experiences, and feelings. That’s why companies like Apple, Nike, and Coca-Cola wield such powerful brand images—they don’t merely sell gadgets, sneakers, or soft drinks. They sell innovation, motivation, and happiness, creating connections that go beyond the transaction.
Often thought of as being interchangeable, let us understand the difference between a brand identity and brand image.
Brand Identity
Brand Image
It’s essential to distinguish between brand image and brand identity, as many people confuse the two. To clarify:
For instance, a brand may want to be perceived by its customers as “luxurious and elite”, whereas the experience of the customer perceives the brand as “overpriced and arrogant” due to several flawed services rendered by the brand; the chasm between their brand identity and brand image might actually destroy the brand completely.
If you think about dating, wouldn’t you prefer to be viewed as kind, fun, and reliable rather than flaky, boring, and unpredictable? Your brand is in a relationship with customers. If they have a poor experience, they won’t just leave; they’ll share their disappointment with others. In today’s digital world, bad news travels faster than a viral cat video.
A strong brand image helps to:
The importance of brand image can be illustrated through real-world examples:
Apple screams “innovation, simplicity, and premium quality” in its brand image. When people think of Apple, they think of sleek designs and high-tech gadgets. The brand has created a loyal fan base that is willing to camp outside stores for the latest product release, showing the power of a positive brand image.
Uber’s brand image suffered due to allegations of a toxic work culture, lawsuits, and protests. Customers began associating the brand with unethical business practices, which reduced their trust and, consequently, decreased the stock value.
In one stroke, the BP brand image transformed from a “reliable energy provider” to an “environmental disaster” through the Deepwater Horizon oil spill. The reputational fallout was bad enough that the rebranding effort is still going on years later.
It is one thing to build a pleasing brand image for advertising a product when it is introduced. Here are a few basic strategies for creating an unassailable brand image:
Identifying your target audience is the first step towards catching their attention. Studying your customers’ demographics, physical background, and emotional needs allows you to connect with them on an intimate level. Inferring from these insights, you can craft personalized experiences for your customers. Knowing your target audiences thus enables you to develop strategies that provide a wholesome experience.
Setting up goals is a valuable exercise, especially when it concerns your brand image. You require long-term business goals to exceed your customers’ expectations and reap the benefits. So, having a well-defined brand identity model is not enough. Aligning your brand identity with your services allows you to influence your customers’ perceptions.
Once you have determined your target audience and business goals, you need to develop brand personas. A brand persona consists of attitude, personality traits, and desires that are modelled on your potential customers. Providing you with in-depth insight about your customers and their desires, brand personas help you come up with personalized solutions for them.
Once you determine your brand image, identity, and audience, you can appeal to your customers with a core message. Creating core messages includes packaging your values, unique aspects, and personality together to deliver a coherent brand message as a takeaway when your customers interact with your brand.
Different businesses adopt different brand images, each with its own advantages and challenges. Here are some commonly recognized types:
Your brand image is the outcome of your customers’ perception. And as perception is pretty powerful, you need to guide it to automatically form positive images whenever and wherever your brand pops up. To be able to achieve this, two things matter a lot:
As they say, the first impression is the last impression. For your brand, the logo and tagline are your customers’ initial impression, and it should be something that persists in the mind. They represent who you are visually and textually – they sum up your brand in a logo and a line. So go for something that is both powerful and aligns with your brand values. For instance, Apple’s logo and tagline reveal that they “think differently” than others to attract their customers.
Everything that you do or don’t do with your brand shapes your customer experience. Besides physical comfort, your customers also need to feel emotional satisfaction to get a holistic experience with your brand. Persistently positive experiences with your brand pave the way for trust and loyalty. They start to not think twice before returning back and recommending you to others, giving rise to a positive feedback loop that benefits both the brand and its customers. You can imagine why the phrase “Customer is King” is so popular – it’s because they are what rule over your brand image and, ultimately, your brand’s future.
To effectively improve your brand image, you first need to have your metrics in place. Here are a few ways you can measure how the public perceives you:
Let SimplePlan Media help you craft a brand image that stands out. From branding strategies to content marketing, we’ve got you covered. Get in touch today, and let’s make your brand unforgettable! Improve your brand image with SimplePlan Media.
Building a strong brand image is akin to creating a reputation—it takes years of effort to construct and mere seconds to demolish. If you provide positive experiences, people will not only choose to buy from you but will also advocate for your brand, sharing their glowing reviews with friends and family.
Accelerate your business potential with our dedicated team.