A strong image is one of the ingredients for a successful brand. The image that people have of a brand determines their decision to choose that brand. Building a strong brand image often leads to higher sales figures and loyal customers.
In this article we tell you more about what a brand image is, we give tips on how to build a strong brand and we identify pitfalls. We also give you recovery tips if your brand image has been damaged.
What exactly is a brand image?
The image of a brand is the overall image that customers and other stakeholders have of that brand. In principle, it is made up of concrete elements over which a company has control:
- The quality of the product
- The price
- The package
- The marketing, communication and other messaging
- Customer service
A company or organization has, to a certain extent, influence on the various associations that customers or other stakeholders have with the brand. The image that forms is the brand image: the associations, emotions and experiences that others have with or about the brand.
Also see: What is stakeholder management?
Value of a strong brand image
A strong image is valuable for a brand because it partly determines how others relate to the brand. A positive image leads to repeat purchases from customers and attracting new customers. It also creates a strong brand positioning, allowing a company to charge higher prices for its products.
Building a brand image
To build a strong image, it is important to first list a number of things. These are mainly matters that have to do with the identity of a brand. How a brand sees itself.
- What makes the brand unique
- What it wants to radiate
- What the values of the brand are
- What the qualities of the brand are
The brand image is therefore a derivative of the personality or identity of the brand. And identity arises from behavior, symbolism and communication. These three elements must be consistent with each other.
If a brand emphasizes environmental awareness in its external communications, while its managers often travel by plane for business trips, there is a contradiction. And this does not benefit the brand image.
Also see: what is brand architecture?
Tips for building a brand image
1. Clearly communicate what makes the brand unique
It is important to communicate your brand identity and values correctly to your target group.
2. Be consistent in communication
Make sure that the brand conveys the same message on all channels.
3. Choose the right channels
The right channels depend on the target group and the nature of the product. Possible channels are: social media, email marketing, blogs, radio and television.
4. Build relationships with customers
Listen to the customers. Do this, for example, through surveys, customer surveys or social media.
5. Focus on the quality of the product
Please explain this one, but be honest. It is important that the brand keeps its promises. So never promise higher quality than you can deliver.
6. Be authentic
Consumers are increasingly seeing through marketing tricks. And once that happens to a brand, it can be a huge blow. So rather be honest and transparent about what the brand is and wants to achieve. This is more appreciated by the modern customer.
Avoiding pitfalls in brand image
Of course, when building an image, there are also pitfalls that you would rather not fall into. If you are aware of the biggest pitfalls and how to avoid them. it is easier to build a strong brand image. Here we list the most common pitfalls.
1. Exaggerated claims
Be careful when making claims. Avoid exaggeration and make sure your claims are well substantiated. Exaggerated claims damage your credibility.
2. Cultural differences
What works great in one country may be counterproductive in another. Therefore, always take cultural differences into account. Inform yourself well about the markets in which you are active and adapt. This may mean developing different campaigns for different countries or regions.
3. Not moving with the times
Nothing kills a brand more than thinking that what works today will work tomorrow. A successful brand always adapts to changing trends. And always checks whether the wishes of the target group have changed.
Stay informed of trends and respond to them. This could mean new products or services, a changing brand story, or new channels to reach your customer.
4. Satisfaction
Once you've built a strong image, it's tempting to rest on your laurels. Yet it is important that you are not too satisfied with your image. Keep working on improvement. Stay in touch with your customers. Keep looking for ways to renew the image.
Need help with your brand image?
Building a strong brand image does not happen overnight and can be a challenging task. Do you need help putting these tips into practice? Then take Contact contact us, we are happy to help you!