Marketing strategy at the heart of your identity
What is a brand image, really? When we talk about brand image, we refer to the perception an audience has of a given business, product, or brand. Herein lies an important distinction: it’s not about the visual identity you’re trying to create but how the public perceives it.
We’re thinking here about a company’s reputation and the idea consumers have of their products. Brand image, also known as branding, evolves through marketing campaigns, social media communications, company identity, product reviews and feedback from the public, and more.
All businesses have a certain brand image or identity, whether they want to or not. It contributes, among other things, to brand notoriety, business identity, and often the transition from target audience to actual consumers. If, of course, your brand image is perceived as somewhat positive!
Why invest in a positive brand image?
In this era of influencer marketing, brand perception weighs heavily in a consumer’s money-spending decision. Each of your brand’s elements sends a very specific message.
When planning their next purchase, customers don’t only pick the best product but also the best brand depending on the values and image it projects to its target audience. According to a Harvard Business Review, 64% of consumers mention shared values as the main reason for selecting a certain brand when they make a purchase.
Not only that, but according to Qualtrics’ Global Consumer Trends Report 2022, 60% of consumers would like for businesses to take care of their customers and mention that they would spend more if they felt that a business was taking care of their audience.
While social media serves as an essential informer in reputation perception, here are five tips to improve your brand image both in the eye of your existing and potential customers.
1. Develop a strong visual identity
More than ever, internet users are visual creatures. They are stimulated by catchy visual elements that retain their attention for more than half a second.
Establishing a clear, unique, and easily recognizable visual identity is the key to creating a memorable message and impression for your target audience.
When we mention visual identity, we’re generally referring to three elements: the logo, the slogan, and the graphic charter. These elements aren’t only reflected across your social media and website but also through each visual element surrounding your product or service. This is where effective content management makes all the difference.
If you deliver a physical product to your customers, think about the packaging and the visual clues contributing to it. Ensure your visual identity is reflected through each step of your conversion funnel.
Each detail, from the symbols used to the colour selection, can illustrate your values and contribute to the business identity in your audience’s eye. Making well-calculated decisions through content management ensures that you convey an inviting experience for the customer discovering your brand for the first time.
Catch their eye at first glance!
2. Choose tailored communication tools
Selecting communication tools that are best suited for your company identity is crucial to adequately convey your brand image.
Take into consideration, for example, your target audience’s average age range. Communication tools that are better suited for 50 or 60-year-olds are very different from those tailored to 10 or 20-year-olds.
A digital marketing strategy and a more traditional marketing strategy won’t target the same consumers. Adapting your tools will allow you to establish yourself as an expert in your audience’s eye and help users better connect with your brand.
After all, your customers are looking to connect and identify with their favourite brands. A desire to adapt and understand them can, therefore, only help a business better resonate with its target audience.
3. Put your unique value in the spotlight
Why should web users choose your brand over another? Which elements allow you to stand out against the competition? Whether it’s the quality of your products, the specificity of your niche, your values, or your gold-star customer services, make sure to shine the spotlight on THE thing that makes you unique. Trust us: there’s something!
Each company stands out one way or another within its market. Invest in the development of a business identity, and it will shine by itself through your brand image.
This unique touch can (and should) even serve as the heart of your brand strategy. Creating a digital strategy around your strengths will allow you to solidify your brand reputation more easily, without having to reinvent the wheel each time your want to put your branding forward!
4. Create a memorable impact
While search engine optimization (SEO) strategies are growing in popularity, it’s more crucial than ever to ensure that your brand image is memorable and seared into your web user’s brain.
This begins with your brand or business name – is it catchy? Easy to spell? Picking a name that’s easy to spell is more vital than you’d think! It’s just as critical as making sure your name isn’t used by another business, brand, public figure, or other – this will make it much easier to hit your SEO objectives and targets.
The same idea applies to product names, graphic chart choices, logos, etc. Analyze what works well within your niche and apply these guidelines to your visual identity!
5. Invest in customer experience
In 2022, customers love to feel pampered by their favourite brands. They may forgive a less catchy logo if you engage in pleasant, personalized, and memorable interactions with your clients!
Investing in an outstanding client experience can make all the difference in your reputation. This begins from the first step of your conversion funnel and extends to the post-purchase follow-up. And don’t neglect social media! Reply to comments and messages to establish a strong connection with your audience. They will feel more appreciated and important to your brand! (Which, spoiler alert: they are)
Inviting engagement on the internet by asking questions, whether on your social media or through purchase reviews and surveys, can also allow you to improve your products or services and ensure the prosperity of your business brand.
In the end, everyone wins!
Are you satisfied with the message your brand image conveys?