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    Brand image

    Brand Image

    Importance & Process

    FEBRUARY 06, 2025 9 MINUTES 40 SECONDS

    Branding

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    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.

    Key Takeaways

    • Brand image is what people think and feel about your business, not just your logo or tagline.
    • A strong brand image builds trust loyalty, and increases revenue.
    • There’s a difference between brand identity (what you create) and brand image (what people perceive).
    • Consistency, authenticity, and listening to customers are key to maintaining a positive brand image.

    What is Brand Image?

    woman pulling wooden dominoes with brand

    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:

     

    1. Your Logo? That’s your outfit.
    2. Your Messaging? That’s your voice.
    3. Your Customer Service? That’s your attitude.
    4. Your Product Quality? That’s your character.

    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.

    Brand Image vs. Brand Identity

    Often thought of as being interchangeable, let us understand the difference between a brand identity and brand image.

    Brand Identity

    • It refers to what you create
    • Fully in control of the organization
    • Components include logo, taglines, colors, messaging, mission and values
    • The goal is to shape how the brand is presented
    • For example, a luxury brand positioning itself as high-end

    Brand Image

    • It refers to what people perceive
    • It is influenced by people’s perception
    • Components include customer experience, reputation and social proof
    • The goal is to reflect how the brand is actually seen
    • For example, customers perceive it as overpriced

    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.

    Arrow icon LEARN MORE: BRAND IDENTITY VS. BRAND IMAGE

    Why is Brand Image Important?

    Red Trusted Brand Stamp

    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:

     

    1. Build Trust: People like brands that they know and trust. If the image is well-developed, it produces an aura of credibility and reliability.
    2. Customer Loyalty: Customers will always stick to the brands that stand clear in values and experiences.
    3. Revenue: A very good reputation generates more customers and, hence, enables premium pricing, thereby giving room for expansion. 
    4. Launch new products – Once a large customer base likes your brand image and deems your brand as credible, you can launch new products under the same brand name. 

    Examples of Brand Image

    Uber car

    The importance of brand image can be illustrated through real-world examples:

    1. The Good: Apple

      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.

    2. The Bad: Uber (2017 Scandals)

      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.

    3. The Ugly: BP Oil Spill (2010)

      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.

    How to Build a Brand Image?

    target audience

    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:

    1. Identifying the Target Audience

      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.

    2. Setting Up Goals

      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.

    3. Developing Brand Personas

      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.

    4. Creating Key Messages

      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.

    Types of Brand Image

    Microsoft software company

    Different businesses adopt different brand images, each with its own advantages and challenges. Here are some commonly recognized types:

     

    1. Corporate Brand Image: Companies such as IBM or Microsoft show professionalism and authority.
    2. Luxury Brand Image: Brands like Gucci, Chanel, and Rolex convey exclusivity and aspire.
    3. Innovative Brand Image: Tesla, SpaceX, or Google are often viewed as the type of businesses that are most innovative and futuristic to attract all tech enthusiasts.
    4. Friendly & Fun Brand Image: Some brands include McDonald’s, Coca-Cola, and Disney. They convey an approachable, fun, and nostalgic atmosphere to attract families and children.
    5. Eco-Friendly & Ethical Brand Image: Such companies are represented by Patagonia and The Body Shop, among others that resonate deeply with socially and environmentally conscious consumers.

    What Affects Your Brand Image?

    Apple logo and tagline

    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:

    1. Logo and Tagline

      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.

    2. Customer Experience

      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.

    How to Measure Brand Image?

    man checking google reviews on mobile

    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:

     

    1. Surveys & Feedback: Ask the consumers directly what they think of your brand. Gather information via surveys and brand image questionnaires.
    2. Social Media Listening: Follow what your consumers converse about your brand on differing platforms to know what the consumers think.
    3. Online Reviews & Ratings: Check Google Reviews and Trustpilot to garner feedback from customers.
    4. Brand Awareness Studies: Research the extent of brand recognition by all consumers, viewing what they associate your brand with. 

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    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.

    Let’s get to know each other

    Accelerate your business potential with our dedicated team.