Why Your Brand Image is Important
There are aspects of a brand that invokes pictures and thoughts in the minds of consumers and customers. But a brand image is more than a logo or catchphrase what consumers know your business by. It is the face of your profession.
Once it is established, it must be treated carefully and used appropriately. After there is an image of a branding name to use, then it is that which will invoke thoughts of the business to consumers. Think, how often do we see a simple logo with no other information and immediately connect it to a company or brand? That is not to say that a brand image consists merely of a logo, but it is a start for creating something memorable. A brand image is more than just aesthetics, and concerns many different topics of a business, and maintaining it in the eyes of the public is vital to existence and competition in the markets. It is the visual aspects of things like logos and labels, but also a more intangible side of the business. Building and maintaining it is essential to growth.
The first thing to keep in mind when considering a brand image is, what is the intended meaning behind the overall image? First impressions are very important. A business owner must think of a mission statement that the world can relate to. Think of it this way, if a businesses’ mission statement was something along the lines of, “We are in it to make some money!” or something to that effect, would a consumer want to shop or work with that group? Likely not. A brand and its image must be something that will be applicable to the common persons’ life. For example, Coca-Cola is a brand of soda that consumers typically equate with enjoyment and originality, being it is one of the novel soda beverages. Everyone loves to have a good time, and Coca-Cola caters to that fantasy image.
With this in mind, it is necessary to consider the more abstract part of the brand image, and that is the mental perception of it to consumers. When a brand name is uttered, the goal is to incite positive feelings in consumers’ minds. It is based on experience and observation. While this does not mean that a customer necessarily purchased something from the brand, it is likely they did so. According to Aashish Pahwa of Feedough.com (2017), an image is a set of beliefs or ideas that create an impression regarding something, in this case, the business or brand. The name of the game is remaining different or unique among countless others in the same markets.
Some may say that we live in a highly impressionable society, and others that the standard of impressiveness is higher than many can achieve. Consider this, at the end of the day the brand images’ success decides the overall sales. The grander the reputation of the brand, the more productive sales will become. Businessman Warren Buffett says it well, “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” This says a lot about the power of intention and presentation. Nurturing that brand image, and how the public perceives the name, will nearly ensure success in marketing. It is not something that takes necessarily a lot of money to create and establish, but more along the lines of determination and ingenuity.
So where does Public Relations come into play when considering brand image? Well, they are not going to build a logo for a business, but they will surely be there in situations of necessity. When that brand image or reputation is in jeopardy, a handy Public Relations expert will use their crisis management skills to try and remedy the situation. They are there to aid in building that image and promoting positive relations between your brand and the minds of consumers. What do you think of when your favorite brand is mentioned? Probably positive aspects of the business or what you really like about the products they distribute. Like as it is mentioned by Hitesh Bhasin (2016), the key to this is the creation of trust. Consumers are highly unlikely to contribute to a brand or mission that they do not believe in and trust.
Of course, there are eventually consequences to a poor branding image, that will take effect either at the start of the campaign or over time. Sure, it may seem permanent to create an image of which a brand will be attributed to until massive redesign is made, but it is also important for consistency in marketing. It all boils down to making a name and standard for your brand, which can last a lifetime if formulated well enough. Trusting in your consumers will lead them to place their trust in your band and support your image.
Bhasin, H. (2016). What is brand image and its importance to an organization? Retrieved from https://www.marketing91.com/brand-image/
Pahwa, A. (2017). What is Brand Image? Retrieved from https://www.google.com/amp/s/www.feedough.com/brand-image-explanation-examples/amp/