Image campaigns – what are they?

In a world where brand image can determine success in the marketplace, branding campaigns are becoming a key strategy for businesses looking to shape perceptions and build strong relationships with customers.

From this article you will learn:

• What is an image campaign?
• What is included in an image campaign?
• What are the relationships between an image campaign and branding?
• What do image campaign and branding have in common?
• How do I create an image campaign?
• What can you gain from an image campaign?

Image campaign – definition

Image campaigns are carefully planned marketing activities whose main task is to shape the perception of a brand, company, product or person in the minds of the audience. Their purpose is not to sell directly, but to build awareness, reputation and trust. They also serve to refresh the brand and can support strategic objectives such as positioning the brand as an industry leader, attracting talent to work with or building a competitive advantage. Sometimes they are a response to a social media crisis – in which case they focus on restoring or rebuilding trust among consumers and stakeholders.

An image campaign is a set of marketing activities designed to create a positive perception of a brand in the minds of consumers.

Definition of an image campaign.

When implementing an image campaign, the aim is often to create positive associations with a brand so that, in the long term, consumers are more likely to choose the products or services it offers. Image activities often use emotive stories, examples of CSR and highlight mission, vision and values of the company.

Elements of an image campaign

All elements of an image campaign should complement each other, resulting in building a strong and positive brand image:

• The brand communication strategy is the foundation of any image campaign. It defines the main message, objectives, target audience, content distribution channels and the method of measuring effects. A good strategy answers the questions: what do we want to communicate, to whom, how and with what effect.
• Visual identity includes a logo, colour palette, typography and other graphic elements designed to increase brand recognition. Consistent application of these elements helps to build a consistent image at different touchpoints with the viewer.
• Traditional and digital forms of advertising, such as television advertising, radio advertising, in the press, on billboards and on the internet (social media, banners, search engine advertising) are used to spread the message.
• Public relations is designed to build and maintain good relations with the media and the public. This can include press releases, conferences, interviews with key people in the company, sponsored articles or events.
• Social media allows you to interact with your audience and build a community around your brand. They are a platform for sharing content, communicating in real time and getting feedback from the audience.
• Organising events or participating in them as a sponsor can reinforce the image and provide an opportunity to interact directly with the target audience.
• Content marketing, i.e. the preparation of valuable material such as articles, e-books, infographics, videos or podcasts, provides knowledge and value to the audience and promotes the brand.
• Tracking the effects of the campaign, measuring reach, engagement, brand perception and other indicators allows the effectiveness of the activities to be assessed. In turn, tailoring the message to the needs and interests of specific audience segments can significantly increase the effectiveness of an image campaign.

Image campaigning and brand awareness building

An image campaign is closely related to building brand awareness, as it is a specific type of communication activity that aims to create, consolidate or change the perception of a brand, which influences the level of brand awareness among the audience. When an image campaign is implemented, the main objective is to evoke an emotional response. Through repetition and consistency in message, these campaigns reinforce brand recognition.

Brand awareness, on the other hand, refers to the familiarity of the brand among the audience. This can manifest itself not only in name or logo recognition, but also in an understanding of what the brand is and what it represents. Image campaigns are thus a tool in a long-term awareness-building strategy. In practice, these activities are complementary – an effective image campaign can lead to a consumer choosing the brand, recommending it to friends or having it as an option in the future.

Image campaign vs. brand image

When starting with an image campaign strategy, a brand carefully chooses what it wants to communicate, what emotions to evoke and what values to emphasise. It does this with a view to creating the desired narrative around itself and to shaping a positive brand image. It is able to attract new customers, increase the loyalty of existing customers and ultimately strengthen the brand’s position in the market. Every interaction with the brand, whether through advertising, customer service contact, product quality or feedback from other consumers, contributes to the formation of the image.

It is a two-way process – the brand image influences the effectiveness of the image campaign, and the image campaign (if well planned and executed) positively influences the brand image. It evolves over time and is always the result of interaction between the company and its audience.

Creating image campaigns

The creation of image campaigns begins with an in-depth analysis of the current state of the brand and its perception in the market. This is the basis for defining the specific objectives of the campaign – these may relate to changing brand perceptions, increasing brand recognition or correcting brand image. Next, the target group is defined, as its needs, behaviour and preferences are the basis of the communication strategy.

The next step is to develop a marketing message that will attract the attention of the audience while reflecting the business objectives. To reach the target audience, a list of communication channels that best match their preferences needs to be created. In parallel, a timetable should be developed that specifies when and in what form the various elements of the campaign will be launched.

Only in the next stage can you move on to implementation. Throughout the course of the campaign, it is useful to continuously monitor its progress and respond quickly to audience feedback. At the end of the campaign, a detailed evaluation of the campaign should be carried out, analysing the extent to which the objectives have been achieved – the information gained can be useful for future marketing activities.

Benefits of image campaigns

Easily identifiable brands are often the first choice in the consumer decision-making process – image campaigns, by shaping their positive image, can build customer trust and loyalty. In turn, the emotional engagement created by image campaigns can result in customers willingly choosing your brand, which can lead to increased sales. They can also foster the acquisition of new customers and entry into new markets.

It is also worth noting that a clear and consistent image can help you gain a competitive advantage. In turn, in a crisis situation, a well-planned image campaign can help to rebuild or maintain a positive brand image. In addition, effective image campaigns can increase the value of a brand, not only in the eyes of consumers, but also in the eyes of investors and business partners. They also enable better communication of brand values and missions, which is crucial for today’s consumers.