“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.
It is essential to not only establish your firm’s values but also to ensure they are effectively communicated to your target audience. This can be achieved through consistent messaging across all marketing channels and by demonstrating your values in action. For example, if your company values environmental sustainability, showcase this commitment by incorporating eco-friendly practices in your operations and supporting relevant causes.
Example: Patagonia, an outdoor clothing and gear company, is well-known for its commitment to environmental and social responsibility. They communicate this through their marketing campaigns and by donating 1% of their sales to environmental causes.
2. Define your business strategy
Narrow your target market by offering specialized services 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.
Ensure that your business strategy is in harmony with your brand image, as this will help create a cohesive and consistent customer experience. By aligning your strategy with your brand image, you are better positioned to attract and retain customers who resonate with your values and offerings.
Example: Apple’s business strategy focuses on offering premium, innovative products with a strong emphasis on design and user experience. This strategy is aligned with their brand image, which is synonymous with quality, creativity, and elegance.
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.
Fostering a positive corporate culture involves encouraging employees to engage with and advocate for your brand. This can be done by providing opportunities for employees to contribute to the company’s mission, offering recognition and rewards, and creating an inclusive work environment. When employees feel connected to your brand, they become more effective ambassadors for your company.
Example: Starbucks empowers its employees, or “partners,” by offering comprehensive benefits, training, and opportunities for career growth. This creates a strong sense of belonging, and employees are proud to represent the Starbucks brand.
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.
To effectively meet your audience where they are, utilize a multi-channel approach by incorporating various marketing channels such as social media, email marketing, content marketing, and events. This will enable you to reach a wider audience and ensure that your brand’s message is consistently communicated.
Example: Nike effectively reaches its audience by utilizing a mix of social media, influencer marketing, email campaigns, and experiential events, ensuring that their brand message is consistently communicated across all channels.
5. Make a difference
The 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.
One way to make a difference in the market is by offering unique products or services that address specific customer needs. By providing innovative solutions, you can set your brand apart from the competition and create a memorable impression in the minds of your customers.
Example: Tesla stands out in the automotive industry by offering cutting-edge electric vehicles, focusing on sustainability, and continuously pushing the boundaries of innovation.
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. Consequently, they’re more likely to recommend you to their friends, family, and colleagues. As a result, your brand loyalty will increase along with your client base.
Going above and beyond in providing customer support can significantly improve your brand image. Offer multiple channels for customers to reach out for help, such as live chat, email, and phone support. Additionally, be proactive in addressing customer issues and provide timely, personalized assistance.
Example: Amazon is known for its exceptional customer service, offering 24/7 support and making it easy for customers to return or exchange items, which has contributed to its positive brand image.
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7. Think human
Consider your brand as a real person, but bigger. Think about the brands you remember- they are human and have real personalities. 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. Hence, strive to craft a unique personality for your brand.
Storytelling is a powerful tool for humanizing your brand and creating an emotional connection with your audience. Share your brand’s origin story, mission, and the challenges you’ve overcome to showcase the human side of your company.
Example: TOMS Shoes has a compelling story of its founder, Blake Mycoskie, who was inspired to create the company after witnessing the hardships faced by children without shoes in Argentina. This story has become an integral part of the brand’s identity, and customers feel connected to the company’s mission to provide shoes to those in need.
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 detailed strategy. Find out more about the rules in law firm branding.