The brand image of a business is the representation perceived by a person of a brand, company or product / service. It is a feeling or even a judgment that a person carries on a brand and which is based on tangible or intangible elements. This is what is perceived about a brand and not necessarily what the brand would like to convey.
Essentially focused on psychology, it is important for a company to ensure that there is no gap between the brand identity conveyed by the company and the brand image perceived by the target audience.
Building a Strong Business Brand Image
All business seek, of course, to reproduce the strategies of sector specialists (Google, Apple, Nike, Nestlé) who have positive brand images and a very high reputation around the world, because a person does not only buy a product but she also buys a brand.
On the Internet, this is called branding . It is therefore a determining factor in the consumer’s purchasing decision.
Your company must therefore choose a message to convey and stick to it so that it is well perceived and interpreted by the public. It is therefore essential to ask the right questions to develop a winning strategy. What image of your business do you want to convey? What message do you want to convey to customers?
It is essential to listen to the public to ensure that the brand image reflects its identity and that it is consistent with the target audience and the company’s values. With social networks it is easy for Internet users to tarnish the image of a brand whether they are customers or not; you must therefore be constantly on the lookout and communicate effectively to help prospects and customers.
Branding can be strengthened, improved by brand communication tools such as advertising, promotional tools, design, packaging, distribution channels and many more.
How to Improve Your Business Brand Image
1.Leverage the genius of your business
Starting from the implementation of an effective business strategy, ignite the spark of creativity that triggers the collective genius of the brand or the company.
2.Show your audience what you can do for them
Be aware that your target audience expects a product or service that can make their lives easier. It is essential to know your target well. By understanding what she wants and what she expects from you, you can perfectly meet her expectations.
By offering a qualitative product and making your brand recognizable, you position yourself on the competitive market. At the same time, you improve the reputation of your own brand. The customer experience must be placed at the heart of your marketing strategy.
Your product must be what will turn your potential customers into heroes. This will retain your current customers while promoting real traffic acquisition and therefore new prospects.
In addition, if you send the right message to your target, they can become your spokesperson with those around them.
3.Take advantage of opportunities to show your brand to the public
Your brand identity must first be recognized. This requires a specific graphic design, a web strategy and internal communication. The communication plan must necessarily integrate various supports. The more relevant and impactful your brand identity, the better we will talk about it.
4.The best way to reach your target is to know their habits.
Talk to her in the places she frequents with the message she expects to hear on supports she likes. Once you understand these expectations, you can get creative to mark their minds.
Make sure to differentiate your brand from your competitors, even if it means creating a new visual identity. The positive impact will only be greater.
5.Build your expertise
When you want to improve your brand image, start by establishing your level of expertise with a single product. When the market recognizes the unique value of your business, all your future products will be automatically valued.
6.Think about the experience of your customers
We can never repeat it enough, the customer experience must be at the heart of your brand’s communication strategy.
Put yourself in the customers’ shoes and ask yourself several questions:
What does your target audience need?
What can you offer them?
Why is it useful?
Also consider the audience you are speaking to. Is it a Business to Business target (in other words professionals)? Are they more consumers? The way you present your brand will differ depending on the audience.
Try to capture the words people use to describe you. Authenticity, simplicity, positive experience and solid relationships are all things that will set you apart and improve your reputation.
Your customers and prospects don’t want to be seen just as a portfolio.
Be useful to them by developing relevant content (white paper , videos, feature articles, etc.), you can improve your brand image while improving your customers’ confidence.
7.Volunteer and let people know
People love brands that volunteer at the territorial level. Once made public, these actions significantly enhance the status and value of the brand.
a) Write a blog to get your corporate message across
b) Write a blog tailored to the interests, needs and biggest challenges of your target audience.
c) Offer new perspectives and advice that showcase your expertise. This will strengthen your image of expert and your image of “problem solver”.
8.Deliver consistent messages
To establish the value of your brand, try to spread consistent messages across all platforms. This will allow your targets to trust you and for you to highlight your products and services.
Start by analyzing your website, your social networks… Do they correspond to the messages you want to convey? Always make sure that your messages and actions are in harmony with your values.
In the same way, opt for a close relationship with your audience. Your communication skills should include these requirements on a daily basis. This requires a strong digital identity, but not only. This also includes adapted marketing communication, via an emailing system, newsletter or other communication actions.
9.Collect and use testimonials
If you really want to stand out, take advantage of the testimonials of your clients, colleagues and mentors. The more your customers are won over by the solutions you offer, the more this will nurture the confidence of your prospects.
10.Share your story
A company that has a history is more authentic than another that does not. In addition, consumers see companies with a history as more scalable and able to meet changing needs. Brand content, or the art of telling the story of the brand, should be part of your digital communication tools.
11.Learn from your past successes
To properly establish your brand image:
a) List all your successes
b) Consider what you have done to make these actions successful.
c) Write down what you did, how you did it, who benefited from it and how they benefited from it.
Finally, your customers need to know the people behind your brand. Do not hesitate to detail the members of your team as well as all the people who work at your place.