“An image is the set of beliefs, ideas and impression that a person holds regarding an object.”
How to improve your brand image
Brand Image is the perception of your brand in the minds of the customers. Every brand consists of specific attributes, most of which are earned through their actions.
Your brand image is developed based on your customer’s interactions and experience with your brand. Successful brands always strive to improve their attributes in order to attract the type of customer they want to serve in the future.
Here are some ways you could improve your brand image:
1. Set up your firm’s values
The most important part of branding is truly understanding who you are so that you can align all of your actions and your environment.
Start by checking in with your core values so you could properly communicate them through your branding.
The better you understand your firm’s values, vision and other brand attributes, the earlier you will be able to achieve your brand consistency.
2. Define your business strategy
Narrow your target market by offering a specialized service and serving a specific demographic.
Your business strategy should be based on your unique value proposition (UVP). Your UVP should communicate why are you worth the attention.
Inform your customers how will they benefit from your offer, how will your services solve their problems and define what makes your offer different from the competition.
3. Improve your corporate culture
The foundation of your brand is your company’s culture and a starter media for communicating your brand values.
As a key element of your firm’s branding, it reveals your uniqueness and defines the way people perceive your company. Every single person in your company is a brand ambassador so make sure everyone who works at your company knows what you stand for.
4. Meet your audience where they are
Expand your brand by addressing your target audience on the platforms they use with the message they expect to hear.
Depending on your ideal customer image, identify your brand’s voice and align it with your core values.
Don’t forget to update your website in the process, which should also be one of your highest priorities when it comes to your brand’s online presence.
5. Make a difference
A purpose of branding is to differentiate your service from other products in the marketplace and stand out from the competition.
Bring something new to the table by providing solutions in a different way. Keep in mind that message you are broadcasting to the world must align with your values in order for your firm to be authentic.
6. Focus on the customer service
Customers like knowing what to expect from the interactions they have with your company.
This means you need to deliver brand-consistent experiences all across your marketing channels while using your brand’s voice.
Expectation leads to trust and trust leads you to success. When people know what to expect, they come to trust you. And once they trust you, they’re more likely to recommend you to their friends, family and colleagues.
7. Think human
Consider your brand as a real person, but bigger. Think about the brands you remember- they are human and real.
They leave an imprint in our hearts and minds because they reflect a part of ourselves that we didn’t think anyone else could see.
Building a strong, recognizable brand will help you connect with your existing customers, sell to new ones and encourage loyalty and recognition. Like any other business task, successful branding requires careful planning and a smart strategy.
Find out more about the rules in law firm branding.