The second branding element is “Brand Image”. This is a consistent term that we keep reading in every article or hear from almost every brand owner, discussing methods to upscale it or maintain it. Understanding its right definition is very important before strategizing on how to enhance the brand image. Let’s get a fair knowledge of the Dos and Don’ts of Brand Image.
What is Brand Image?
Brand Image can be defined as the impression of the brands in the minds of the audience. It is perceived by the audience based on their interactions with the brand. David Aaker, a leading branding academician proposed the definition as:
“A set of associations relating to things like product attributes, benefits or price organized in a meaningful way”.
Brand Identity and Brand Positioning are two major elements in establishing a certain set of beliefs and ideas about the brand that evolves over time. And that is the image that a brand owns. All external communicating elements like logo, tagline, message tone, or packaging helps in framing a brand image and influences audiences.
Importance of Brand Image
We often think the Brand Image is solely what the audience believes about the brand and their perception. Yes, it is. But the perception is the result of the brand's key strategies!
A brand is equally responsible for what the audiences think about them. The audience makes a brand image basis what the brand communicates. This element is responsible for making or breaking a brand. It associates the consumer with the brand, creates brand loyalty, and also boosts revenues.
Brand Image represents what does a brand stand for. The HBR study states that 64% of consumers opt for a brand because of the shared value. Only 13% cited that the primary reason for having a relationship with the brand is a result of brand interactions and communications. Hence, this proves that the quality of interactions is the number-one factor to attract the target audience.
Steps to build a Brand Image
Brand Image is a result of the thoughts translated into actionable elements. You can swoop through the hearts and minds of the audience if the foundations on which the brand is built are strong and promising. Following are the factors that help a brand in establishing a brand image:
Brand identity – These are the external and visible elements that a consumer notices about a brand and interacts with the most. The first point of association of a brand and consumer should always be aligned with its vision and the image they want the consumers to have. It actively and continuously drives the perception of the audience about a brand.
Mission, Vision and Values – There must be sync between what a brand is communicating and its values. An inconsistent messaging will affect the brand image and, the purpose of the brand will always get diluted. Employees are the key stakeholders in building a brand’s image. A clear mission and vision will drive them to achieve their goals and result in a positive and strong brand image.
Right Positioning Statement- A positioning statement states the brand values and unique value proposition. This statement summarizes the solution provided by a brand and how it solves the need of the consumers. It differentiates the brand from its competitors and justifies its offerings.
Develop a Brand Personality – Proper research should be conducted to understand the target audience, their preferences, and their needs. This will help in communicating with the audience and delivering the right message. The tone, message, and characteristics will define the brand’s personality that will drive the image. The brand must work on its personality for the audience to then perceive it. It is rightly said:
What you sow is what you reap!!
What should you avoid while building Brand image?
External Communication not aligning with Internal Communication - The communications within the company and to the audience should be unanimous. The values, mission, and vision should be reflected in marketing communication and tone. This will ensure not only loyalty from the audience but also from the employees. A strong team will lead to a strong image.
Choosing wrong medium to communicate with your audience – It is important to know where your audiences are spending their maximum time. To get visibility, it is important to spread a message on the right platform at the right time. A brand’s image is only built when the right audience communicates with it. Word-of-mouth also plays a very important role if messaging is done right.
Not focusing on employer branding – Brand image is a result of the perception of the audience. The employees and job seekers are equally an audience as consumers. When a brand is the employer of choice, it indicates a positive brand image. This will eventually grow but never diminish if it maintains the same efforts.
Disintegrated marketing communications – Unifying the communications in every vertical and medium is very important. A single message and tone should be used irrespective of the channel. For example, PR, social media, business development, advertising, and brand identity. This technique is known as integrated marketing communications. It creates a seamless and ever-lasting experience.
Best examples of Brand Image
Apple - It is numbered one as the World’s most valuable brand. It has created a strong brand image which has made it achieve that spot. Apple is known for its innovation and dynamic design. They have built their community because of their offering. They have brand evangelists who advocate for their products and inspire others to join the community. They have created a benchmark that is very difficult for their competitor to reach.
Coca-Cola - The image of this brand is perceived as youthful, joyful, and refreshing. They have been very consistent in their marketing communications, building a strong relationship with their consumers. They have made a series of strategic moves over the years that have led them towards achieving such a strong brand image.
Victoria’s Secret – It is considered to be one of the most premium, high-quality and well-designed brand. It is also perceived to be a brand only addressing petite and sexy women. They have got both positive and negative images. It is important to keep evolving with time and the audience’s preferences. If the message and tone don’t suit the liking of the greater mass then the attempt of establishing a strong image goes in vain.
Nike – It is an athletic and innovative brand which talks on the line of motivating and encouraging audiences to push their boundaries. Thus, their tagline, “Just Do It”. Their campaigns and marketing communications always represent their brand ethos and values. They always create campaigns that represent determination and subtly promote their product. The name is inspired by the Greek goddesses of Victory, and they beautifully justify it with their advertisement.
Conclusion
Brand Image is very important for every brand in communicating with the audience and making its way to their life. Various ways can help measure this parameter like – Surveys, Focus groups, Social Media Listening, Concept Maps, and Semantic Differential Scaling. It is advisable for each brand to analyze and understand their brand image and likewise take necessary actions. This may be an outcome of consumer perception but there has to be a continuous effort from the brand in cultivating an unforgettable user experience. These experiences are what helps in building an image. The brand image helps in further developing Brand Equity and competing against all odds to establish itself.
Your brand is a story unfolding across all the touchpoints -Jonah Sachs