Even though it can’t be seen, a brand image is one of your company’s biggest assets. Through careful planning, it can be built and improved like any other part of your branding. But, in order to do it right, there are a few mistakes you should NOT make.
What is a Brand Image?
A brand image is the perception of a business in the mind of a potential customer. It is a combination of beliefs, ideas and impressions associated with a brand, which the public has gathered during the sum of its interactions with a company. A brand’s image could be positive, negative or even neutral.
For example, the Coca-Cola brand is perceived as creating feelings of happiness and fulfillment in those who buy its products.
Why your Brand’s Image Matters
A positive brand image is beneficial to a company in many powerful ways, including:
- More leads
- Improved sales
- More returning customers
On the other hand, poor public perception can be a significant liability, which can impact a company’s bottom line.
Mistakes to Avoid in Building your Brand Image
From startups to established industry leaders, brand image is a constant work in progress. As you shape your company’s image, avoid these major mistakes.
Not Defined Strategy
Although most companies have a marketing strategy, fewer of them put thought into the overall image of their brand. To create a positive image, you will need to make a plan that includes objectives, strategies and tactics that will help you reach your goal.
In order to build brand recognition, you need a consistent approach. From the logo to the tagline, each marketing element must match up.
Inconsistency is one of the most common branding mistakes. It can make your company appear:
On the other hand, a cohesive identity will help your company build trust and comfort with the public.
Too Much Change
To build brand image, companies may undergo a rebranding in which they change their logo, redesign their website or change their messaging. Although this strategy can make a brand stand out, it’s important not to stray too far from what worked well in the first place.
If your company suddenly becomes unrecognizable to its target audience, it could actually be worse off than before.
Being Too Trendy
A branding project is often driven by a desire to give marketing materials a fresh look. Although new fonts or fresh images may help, it’s important not to go overboard following the most recent fads.
Your logo, tagline and other branding elements will likely be used for a while. They should be created to stand the test of time.
Once you learn how to recognize and avoid these common pitfalls, you will be ready to brainstorm ideas for building your brand’s image. This important process will not only help to improve public perception, but also generate new business prospects as well.