Brand image – how to create and develop it?

There is no room for error in business – especially today, when the market is overflowing with diverse products and services. So it is no longer just about making a brand recognisable. It is also extremely important that it attracts customers and is memorable. How can this be done? The answer is a positive brand image, which is the key to business success. In this article you will learn:

• What is brand image?
• Why is a positive brand image important?
• How to build a brand image?
• How to develop a brand image?

Definition of brand image

Brand image is the way a brand is perceived by consumers, business partners and anyone who has come into contact with the brand in some way. The brand image is therefore the set of associations, feelings, beliefs, ideas and opinions associated with a particular company. The negative or positive image of a company is influenced by a number of factors, including customer experience and the way the brand communicates with its audience.

Elements of brand image

The brand image is made up of many elements. These include:

• visual identity – e.g. logos, colours, typography or graphic styles that influence brand recognition,
• tone and style of communication – the way the brand communicates with its audience,
• value proposition – refers to the benefits that customers will gain by interacting with the brand,
• customer experience – how consumers evaluate their interactions with the brand, its products and services, and its customer service,
• feedback and reviews – the ‘documented’ customer experience that a consumer shares with other brand audiences,
• visibility – the way in which a brand stands out from its competitors,
• social responsibility and engagement – activities in the area of social responsibility, such as involvement in charitable projects or environmental activities,
• brand ambassadors – people who represent the brand, such as influencers or satisfied customers who promote the brand by recommending it to other consumers.

Brand image – importance for the company

A positive brand image affects many aspects of a business. First and foremost, it is the ideal way to make a good first impression. It is of great importance in terms of the subsequent steps taken by customers. If a certain brand image attracts the consumer’s attention, he or she will want to learn more about the brand and thus interact with it.

Creating a brand image also helps to gain the trust of customers and business partners. A brand that is well associated is professional and credible in the eyes of consumers, which prompts them to engage in a variety of interactions and subsequently make positive purchasing decisions and repeat purchases.

Moreover, a strong, consistent and positive brand image makes the brand stand out from the competition. A clearly articulated message and an adequate, attractive communication strategy influence brand recognition and help build brand awareness among consumers, resulting in positive purchase decisions and customer loyalty.

Brand image building

Building a company’s image is a long-term process that requires commitment, patience and consistent, well-considered action. To achieve the success you dream of, consider elements such as:

Brand mission and goals

If you want to build a positive brand image, first and foremost you need to define your brand mission. Think about why you created your company. What problem or social need do you want your business to address?

In addition to your brand mission, identify the specific results you want to achieve with it. Your goals can be both short-term and long-term. However, they must be measurable and achievable. For example, your goal could be to increase brand awareness, increase market share, improve customer service levels or optimise the products or services you offer.

A brand’s mission and purpose are extremely important in the context of brand building. First and foremost, they guide your actions. They are like guidelines that allow you to focus on the most relevant areas. A clearly defined brand mission and objectives are thus the basis for creating a consistent brand image. When you know where to focus your attention, you can plan your activities precisely so that they are consistent. Your customers will see this and start to perceive your brand as attractive and trustworthy.

Competitor analysis

The next step in building a positive brand image is competitor analysis. By knowing what their strengths and weaknesses are, you can identify those areas whose optimisation will allow you to stand out from other brands. For example, you may find that your competitors neglect the area of customer service. Then, by taking care to understand and meet the needs of your consumers, you will create a brand that stands out and is associated with excellent customer service.

What’s more, by analysing what your competitors are doing, you can verify by example what is having the intended effect and what is not working. This will help you avoid the mistakes your competitors are making in the marketplace, while saving you considerable time and resources.

Identifying your target audience

When building your brand image, you need to know who your products or services are intended for. Understanding your target group’s values and interests will allow you to build a brand image that is in line with them. For example, if your target audience is young people who are concerned about environmental protection, you can build an image of an eco-friendly, socially engaged brand.

When potential customers see that your brand understands their needs and values, they will be more likely to make certain interactions or purchases. An audience-tailored brand image therefore enables you to build a strong connection with your target audience, which in turn can lead to long-term relationships and repeat purchases.

Creating a value proposition

When looking to create a positive brand image, you need to create a value proposition that clearly communicates your offering and its unique characteristics that set it apart from other, competing offerings. Keep in mind that the value proposition should address the needs and expectations of your customers and indicate the benefits they will gain when they choose your products or services. An effective value proposition, consistent with the customer experience, helps build credibility and trust with your brand, which in turn translates into a positive brand image.

Designing visual elements

Customers are most likely to remember and recognise the visual elements of a brand. For this reason, it is important to create a coherent and attractive visual identity that will attract consumers and remain in their memory for a long time. When designing visual elements, pay particular attention to aspects such as:

• The logo – one of the most important visual elements of the brand. A good logo should be simple, yet distinctive and recognisable. A logo is usually the first association associated with a brand – for this reason, ensure that it reflects the values and nature of your business.
• Colour scheme and typography – colours can evoke emotions and thus influence the perception of your brand. For example, green is often associated with ecology and will therefore be a good choice when your brand shows concern for the environment in its operations. The type of font used in different messages should also be consistent with the brand image – for example, slanted, elegant fonts would be appropriate for luxury goods.
• Promotional materials – the perception of the brand is also influenced by appropriately designed promotional materials such as packaging, flyers, banners or graphics. Attractive designs attract potential customers and make them perceive the brand as interesting and professional.
• Visual consistency – remember that the visual elements you design and create should be consistent with your overall brand communication strategy. This will build your recognition and gain consumer trust.

Choosing a marketing strategy

With the right marketing tactics, you will be able to communicate your brand values effectively and gain the chance to reach a specific target audience.

When choosing a marketing strategy, remember to tailor it to your audience. This is because different market segments may prefer different types of communication. For example, a younger target group will be more receptive to marketing messages on social media, while older people will prefer traditional forms such as television or the press.

Don’t forget that all elements of your communication, from the graphics to the tone used in the content, should be consistent with your established brand image. In this way, you will strengthen your recognisability and gain the trust of your customers.

Flexibility is also extremely important – change and optimise your strategy to adapt to changing trends, consumer preferences and market conditions. This will ensure that customers feel that your brand is modern and fully responsive to their needs.

Developing your brand image

With a brand image, it is similar to a marketing strategy. It is not enough for you to create it or choose the right scheme of action. Shaping your brand image is therefore a key, but not the only, means by which customers will perceive your brand in a positive way. For this to happen, you need to develop the image you have created. Above all, include in your actions a suitable communication strategy and the monitoring and optimisation of your activities.

Communication strategy

Once you know your mission, objectives, value proposition and target audience, you can choose the appropriate communication channels through which to establish valuable relationships with your audience. A good solution in this case would be to create an attractive and engaging website that prompts your customers to interact in a variety of ways. In this way, you will not only increase the chances of positive purchase decisions, but also ensure that consumers remember your brand as interesting and engaging, which will translate into their trust and loyalty.

Remember to create content and messages that are in line with your brand’s mission, goals, values and image. At the same time, they should be of interest to your customers. If your target group cares about environmental protection, publish material that will help your audience expand their knowledge in this area. Blog posts, expert articles or infographics will be a valuable source of information that will reassure your target audience that your brand cares about both the environment and their needs (including education). Don’t forget to inform the media and your audience about important events related to your brand. You can do this with press releases, among other things.

Also think about a social media image campaign. In the short term, you will be able to build sentiment for your brand using social media marketing.

Monitoring and optimisation

Monitoring your activities enables you to verify their effectiveness and then adjust your strategy based on the data collected. It also allows you to track trends and possible changes in audience preferences. By analysing their reactions to different content and messages, you can see what works best and adapt your strategy to the new expectations of your customers. By doing so, you will show that your brand is up to date and able to adapt to new market trends.

Tracking the results of your activities also allows you to gather feedback from your customers and audience. You can analyse their feedback, comments and reactions and respond accordingly. In this way, you will build valuable relationships with consumers and consolidate a positive image of your brand – as one that listens to its audience and is not afraid to interact with them in a variety of ways.

Remember to monitor:

• Audience engagement – you can track the number of likes, shares, comments, reactions to social media posts, number of newsletter subscribers, etc. This will help you check if the activities you are running are actually engaging your audience.
• Feedback and reviews – read the feedback your customers share with you. This will allow you to optimise your activities in a way that will increase their satisfaction during subsequent interactions with your brand. Also remember to manage negative feedback and respond quickly to issues raised by consumers.
• Market – Conduct regular market research to understand the preferences, needs and trends of your target audience. Market research will provide you with valuable information on changing consumer behaviour and enable you to adapt your communication strategy to meet their current needs.
• Sales performance and business metrics – monitor sales performance and other business metrics such as revenue, market share and conversion rates. Tracking this data will help you assess the effectiveness of your activities, learn about their impact on your bottom line and optimise areas for improvement.

Remember that your brand image is the element that enables you to stand out from the competition. For this reason, it is important to create a brand image that will attract customers and be remembered by them. Do you want to build a positive, strong and consistent image of your brand? Contact us!