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The perceptions and ideas a customer has about a brand, based on their interactions with it and the way a brand presents itself, make up a company’s brand image.
Nurturing your brand image is critical because it:
So – how do you achieve all that?
By tapping into the five actionable tips below for improving your brand image.
The key to successful business branding across different channels and platforms is consistency. It is important that your visual identity and voice are similar on all channels.
Consistent business branding is one of the essential aspects of a business’ growth and survival.
Creating a consistent brand image means embodying your company’s core values in visual elements, messaging, marketing, and digital strategy.
Your company’s overall brand presence should be consistent through:
Consistent business branding builds trust with your target audience and research shows it can also increase your revenue by as much as 33%.
Your brand extends to multiple platforms and channels and a website is only one small portion of it.
When prospects, leads, and casual visitors land on your website, directly, via Google search, or through digital ads, they form a first impression of your business.
Users form an opinion about your website – and, consequently, your business – within 0.05 seconds of landing on it. Also, almost half of web visitors believe that design is the top factor supporting a website’s credibility.
Studies show it only takes two seconds to lose visitors if your website loads slowly.
According to the design team from a NY web design company Digital Silk, when creating a professional website for your business, best practice is to use:
A website that ranks and performs well, educates visitors and aligns content with their search intent is hugely beneficial for your brand image and business results.
Defining your brand’s X factor is a good starting point for making your business unique compared to others on the market.
A brand differentiator is what makes your brand stand out among the rest. This is also a foundation for brand positioning, which we will touch upon later.
Research your competition to find out what brands have the same strengths and weaknesses as you do. Comparing your products and services to others may reveal some of your strengths that you could capitalize on.
Once you have identified your unique selling points, find a way to communicate them to your audience in a convincing and trustworthy way. This is where social proof comes in.
Prospective customers respond strongly to social influence that provides cues saying your products and/or services can indeed solve their pain points.
By aligning your products with previous satisfied customers, brand ambassadors or influencers, you give your brand support and validation.
The most effective types of social proof are:
Your brand’s messaging is the most effective when it balances between illustrating its benefits for customers and describing the products or services.
Try to summarize your business in one sentence and describe your products in clear and understandable terms. Explain to your audience what your product or brand is, who it is for, and what its primary values are to the consumer.
Next, you want to communicate your brand’s benefits.
Create short statements around several main benefits for your customers by focusing on your target audience’s biggest needs. Explore areas such as saving time and cutting costs, increasing business efficiency, and organizational boons.
Aim to begin all of your benefit statements with action words such as “get,” “create,” “boost” and so on. These kinds of words can help you focus on communicating the transformation the buyer is expecting.
Finally, focus on some of your products’ features.
When listing the features of your products or services, use statistics and hard facts that build trust in your brand.
One of your brand’s main objectives should be to make your target audience perceive it as credible and favorable.
Positioning strategies and positioning statements complement your brand’s messaging and make your business extra memorable. Their defining qualities are:
Your brand image can benefit from major social media networks such as Facebook, Instagram, and LinkedIn.
Managing your brand message and overall reputation on social media is essential – for B2B as well as B2C businesses.
On social media, you can get the word out about your brand as well as your new products and services.
After all, 80% of consumers are more likely to consider products from brands they follow on social media. Also, global brands spend up to 75% of their social media time on Facebook, which remains the platform for interacting with consumers.
A strong social media presence enables you to reach a much broader audience that resonates with your brand voice and imagery. It also allows you to interact with your prospects instantly.
In order to leverage social media for your brand image to the fullest, keep these tips in mind:
In today’s competitive market, consumers are not looking to buy a product or a service only — they’re looking for an enjoyable brand experience.
When you get your brand image right, you convey what you want it to say to your prospects via all available channels: social media, advertising efforts, content marketing, and, most importantly – your own website.
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© 2023 Ciera Holzenthal LLC, DBA Ciera Design Studio.
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