Brand image is not just a logo that identifies your business, product or service. Your brand image is a compilation of the associations consumers make, based on every interaction they have with your business. Most entrepreneurs and small business owners don’t really think about their brand image, until the image they have created is a problem.
Some business owners view brand image as a low priority, and even sometimes a completely unnecessary piece to their overall business. On the contrary, the complete opposite is true. Brand image matters immensely, and should be a priority for businesses of all sizes. Below we have compiled a few reasons why creating a strong and consistent brand image should be a priority.
Brand Image Makes A First Impression On Your Potential Customers
Consumers are always watching. They are creating impressions of your business and brand based on a variety of factors: your branding, your website, your social media, your advertisements, your business cards, the cleanliness of your store or office space and more. These small details are points of contact you have with potential customers; presentation is everything. If a potential customer has a strong first impression of your business, they will be more likely to convert.
Brand Image Creates Recognition
Apple, Coca-Cola, Starbucks, McDonalds and Nike. With no visuals associated, you can probably picture the branding of each of those companies as well as their associated products; this isn’t by accident. It may seem simple, but it takes time and effort to make your brand this recognizable to consumers. This goes beyond your branding package; your brand image encompasses both visual elements and the associations customers will make with your brand. Things like speed, reliability and quality. Thought, effort and consistency need to be at the forefront of every interaction a consumer has with your brand. If this isn’t your focus, you’ll find it hard to develop an easily recognizable brand image.
Brand Image Builds Your Credibility
Your brand image is paramount to building credibility and loyalty among potential customers. A stable, consistent and clear brand image contributes to a consumer’s relationship with your brand. For example, if your brand image creates thoughts of reliability, professionalism and quality goods or services, potential customers will be more likely to engage in a relationship with your brand. The more consistent and aligned your brand image is, the easier it will be for consumers to remember you and what you stand for.
Brand Image Directly Affects Your Ability To Convert Potential Customers
Your brand image is a main factor in your ability to convert potential customers. If your brand image is professional, reliable, interesting and engaging, potential customers are more likely to choose you over the competition. A strong brand image with consistent messaging portrays you as the leader in your industry, keeps your business top of mind and can help create conversation amongst customers; a brand without a clear image and messaging is immediately at a disadvantage and perceived as less professional.
If you have questions about how to improve the branding for your business, reach out to our team today!