Marketing and branding are both confusing topics, especially when a small business owner feels that they are struggling just to break even. However, a brand identity has the potential to be your greatest asset, inspiring customers to give your company a try and keep coming back repeatedly. Understanding exactly what makes up a brand identity and how it is different from the similar but not identical issue of brand image will help you build a more cohesive brand.
What is a Brand Image?
A brand image is simply what people think of your business, in the shortest and sweetest possible language. There is nothing complicated about it; it is merely the picture that comes to your customer’s head when a friend asks them whether they enjoy doing business with you. Underestimating this image can be disastrous, but it is not the sum total of your brand.
Brand identity, on the other hand is a more complex issue. Think of your brand as a person. While it’s important to know the brand’s gender, age, and demographic information, this is not the most important part of who they are. When you get to know someone, you learn about their beliefs, political stances, hobbies, and favorites. These characteristics add up to who that person really is. These characteristics are what makes you interested in the person on an ongoing basis and make you want to be around them—or not. Your business’s brand identity can be designed to produce the same result.
An example of a brand image carried over to the package design of one of our clients. (Read more)
It should be noted that people are good at pointing out fakes. If someone who claims to be healthy eats at McDonald’s every day, their coworkers and friends notice the incongruence. By the same lines, no one can claim to be a fashionista while running around in stained sweatpants. The same way people pick up these and other cues and then use them to gauge a person’s sincerity, your customers are watching to see if their brand experience matches up with your brand image. If these two don’t align, your brand identity is likely to get lost in the confusion.
On the other hand, when your brand image and your brand identity are completely aligned, you are set up for immense success. While no person and no business is universally loved, many people will feel drawn to your business and want to engage in an ongoing relationship with your brand. This kind of behavior, called brand loyalty, can make all the difference between success and failure.
How can you make sure your brand identity and your brand image are both aligned and attractive to your target audience?
Most companies who have found success in this area have done so by getting help from the professionals. You would never fix your own plumbing or re-sole your own shoes; branding is far important than both of these and far more complicated as well. Talk to a branding expert today about how you can set your small business up for success by building a professional brand that your customers can believe in.
How To Create A Brand Image
In many products and services, there are multiple amounts of businesses offering the same product. They are essentially competing for brands and it is difficult for consumers to differentiate one from the other. Company logo designs are one tool that is available for your use. The creative strategy used in company logo designs is image advertising.
Image advertising is becoming increasingly popular in all types of services and products and the core idea is to enhance brand image. Read why brand image matters more than you think in this article by Forbes.
But how do you increase brand image?
From soft drinks to airlines and cars, there are many brands that have begun using image advertising. Many people associate with certain brands because of the images that are seen when these brands are advertised. Your company logo design can encompass image advertising by providing an image that people are able to see, remember and relate to. The key is to develop company logo designs that appeal to your consumers.
The greater the number of competitors, the more important it is to have positive and appealing company logo designs and the focus on brand and image. It is difficult for consumers to differentiate one business from another if there is not an image behind the company. The image that your consumers relate to you with should be the company logo designs. Although your services may be similar or exactly the same as your competitor, your company logo designs will help your consumer differentiate between the two businesses.
Creating a brand image is an important part of a company’s marketing and advertising campaign. Brand image can be accomplished through professional company logo designs that consumers are able to distinguish from the competitors. Most advertising dollars in marketing plans are spent on distinguishing your company logo designs from the next company or competitor. Your brand image and company logo designs can be used as your company’s image advertising. Company logo designs provide images and words that will be burned into the minds of consumers.
After a company develops a good brand image, the company is able to focus on brand loyalty. Brand image and brand loyalty go hand in hand. Company logo designs have a lot to do with brand loyalty as well and should be at the center of any brand image campaign. Company logo designs can make or break a business when it comes to brand image and loyalty and should be created by a brand image agency. You want to have an appearance that is unique so that your consumers will remember your company logo designs and continue to look for your company logo designs in the future. Brand image is all a part of the creative process that leads to a successful advertising and marketing campaign.
Once you have a robust perception, you should also protect your brand image. But that is a topic for another article.