Image is Everything

Your 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 or logo will influence when and if consumers use your service. Building credibility with your target will help you in the long run. It will also 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 two people having a conversation. It is also impacted by where they see your brand and how they perceive what it is you’re selling. When customers purchase a product, they're not just buying that product; they're buying the image that comes with that product. Users can associate with each other because by using the product they become an advocate for it.

If you've ever been around avid sports fans, you've been exposed to brand image. Think about your favorite sports teams. Now think about how many items you have that either carry that teams' logo or a slogan associated with that team. That's what I thought. You probably own countless amounts of that teams' product. Why is this? Because you love your team and you associate yourself with what that team is all about. You're proud to display your love for your team because of what its brand image means to you. And you're not alone. Millions of people do the same thing every day because they display the things they believe in. The brand image is affected by the people that use it.

Building a brand that people will love can be very easy, or very 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 stand out in the crowd.

1. Associate your brand with things that reinforce your mission as a company. For example, Helzberg diamonds believes in being environmentally friendly so they have an ethical standards policy for their mining efforts. Recently they were recognized by Earthworks and Oxfam America for their efforts to support ethical reform in the gold mining industry. Their efforts project positively on the company because it reinforces that when people shop Helzberg they’re shopping environmentally friendly.

2. Make sure your logo represents what the company is about. Nike’s swoosh was originally designed to imply movement. Since Nike was originally just a shoe company, the swoosh represents exactly what Nike is about. Their logo speaks to the brand and the psychology behind it.

3. Know where and what to advertise on. Remember, in order for your target to use your product, they have to be able to find it. In Newspaper advertising, you probably shouldn’t try and advertise in the Home and Garden section if your target is men 18-34. It would be more affective to advertise in the sports or business section because more men read those than any other. Even if they did see your ad, they would probably associate it with the Home and Garden section, which is a section they don’t associate themselves with.

These are just a few examples of how to build your brand effectively. In the competitive environment that we all live in, it’s very important for your brand 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.

Image is Everything
Brand Image