Not to be confused with brand identity (the way in which a brand wants to be seen), brand image is the way that customers and non-customers actually perceive the brand.
For example, your brand identity includes everything from your brand logo to tone of voice, while your brand image includes your brand’s reputation, and what emotions it evokes in consumers.
A good brand image is one that aligns with your brand identity efficiently, and has good intentions when it comes to impressions and reputations. Today, we’re looking at 5 things that every good brand image needs:
1. A Consistent Message
Consistency is probably one of the most important things when it comes to creating a good brand image; you want your brand’s values and characteristics to be entrenched in its consumers’ minds, with little to no outliers.
You’ll need to keep your image consistent across all forms of media, from social media to print advertisements, as well as the way that the product is advertised. Social media is particularly important, since it reaches so many people at once and has the ability to spread your message more or less instantly.
No matter what your chosen media is, maintain a consistent message in everything that you put out. Continually reminding customers of the same things will create a clear image of your brand in their minds, and make them more likely to do business with you.
2. A Desirable Image
However, consistency is only part of the battle. You can’t just throw a bunch of images together and expect them to stick; you need a clear message that people actually want to be associated with.
For instance, if your brand epitomizes the image of cheapness and poor quality, people aren’t going to want to buy your brand, even if it is consistent.
Instead of just using consistency as the foundation for your image, use it to build a desirable brand image.
3. Good Intention
Your brand image won’t be very effective if people don’t think that you’re coming from a good place. For instance, if your product is always being mis-represented or mis-advertised, then people will perceive your brand in a negative light, no matter how consistent and clear your message is.
Regardless of the media you choose to put out there, make sure that you’re doing it with good intention; work on your brand image at the same time as your brand identity to make sure that every piece of media reinforces both of them positively.
4. An Authentic Voice
Your brand image is nothing without an authentic voice, and it can be very hard to build one that people actually believe in.
However, there are a few things you can do to make sure your voice is authentic and trustworthy. The first is to work with a professional brand consultant whose job it is to help you create a genuine, believable image that people will connect with.
The other thing you can do is to create a real, consistent brand identity from the beginning. Everything from your logo to the tone of voice should be established from the start, and you should keep them consistent throughout essentially all of your brand’s public image.
5. Authentic Presence
Finally, a good brand image needs an authentic presence, and this is something that can be harder to measure than all of the other things on this list.
Your brand image might be clear and consistent and trustworthy, but if people don’t perceive it as actually existing, and there’s no one there to back you up and support you, then your hard work will go to waste.
When you’re trying to build your brand image, make sure that you’re putting in the effort to really get it out there; use every media that you can and invest in brand consultants with the right experience and expertise to help you create a believable, trustworthy voice that will ring true with your customers.
Overall, ensuring you have a good brand image is vital when it comes to the success of your business. Customers need to know what they’re getting when they buy from you, and a clear brand image is the best way to accomplish that.
Beyond this, you also need to have a brand image that is consistent, desirable, authentic, and has an actual presence. If your brand identity isn’t clear and consistent throughout every piece of media, then your good intent and voice won’t make up for it.
If you really want to build a good brand image for your business, be sure to work with an expert who can help you out along the way.
Otherwise, you might end up with multiple pieces of media that are all saying different things.