Image is everything
Your image and reputation precedes you. Like it or not, consumers choose whether or not to use your service based on how you're viewed in the market. Your name, logo and image will influence when and if consumers use your service. Building credibility with your customers will help you in the long run and polish up your image for all to see.
Brand image is the physical and psychological reaction your brand receives when it is viewed or talked about. It can be brought up from seeing a logo or simply by people having a conversation. It can also be impacted by where people see your brand, how people perceive what you’re selling and your overall company image. When customers purchase a product, they're buying that product and its image. Users can associate with each other because once they use the product they become an advocate for the product and its image.
If you've ever been around avid sports fans, you've been exposed to brand image. Think about your favorite sports team. Think about how many items you have that carry that teams' logo or a slogan associated with the team. You probably own countless amounts of that teams' product. Why? Because you love your team and you associate yourself with that team’s image. You're proud to display your love for your team because of what its brand image means to you. Millions of people do the same thing every day because they display the products and the images they believe in. Brand image is affected by the people that use it.
Building a brand and image that people will love can be simple. It will always depend on how you as a business provider interact with your audience. That relationship will go a long way in deciding who will choose to use your services. There are many other factors that can make your brand and image stand out as well.
• Associate your image and brand with things that reinforce your mission as a company.
Helzberg diamonds believes in being environmentally friendly and has an ethical standards policy for their gold and diamond mining efforts. Recently, they were recognized by Earthworks and Oxfam America for their efforts to support ethical reform in the gold mining industry. Their project reflected positively on the company because it reinforced the idea that when people shop at Helzberg, they’re shopping environmentally friendly.
• Make sure your logo represents what the company is about.
Nike’s swoosh was originally designed to imply movement. Nike was originally just a shoe company, so the Nike swoosh represents exactly what Nike is about. Their logo speaks to the brand, the image and the psychology behind it.
• Know where and what to advertise on.
Remember, in order for your target audience to use your product, they have to be able to find it. If your target is men 18-34, it probably wouldn’t be wise to advertise in the Home and Garden section of the newspaper. Men typically do not look at this section and even if they do, they might disregard the ad because they don’t readily identify with the section. It would be logical, however, to advertise in the Sports or Business section.
These are just a few examples of how to build your brand and business’ image effectively. In the competitive environment that we all live in, it’s very important for your brand and image to speak to everything your company is about. A positive brand image can be the difference between meeting and exceeding business expectations. Give your target a reason to try your product and keep them coming back for more.
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