Companies are no longer just the products or services they provide; they are a brand. Brand image is increasingly important.
Foundations of a Strong Brand Image
Identify Key Audiences
Identifying your target audience is the first, and one of the most important steps to building a strong brand image. You should be targeting a mix or internal and external markets, here are some examples;
Internal: employees, managers
External: consumers, shareholders, suppliers, communities
Identifying your target marketing is important as it will give you an inside and a clearer path on how to market your product or service.
Determine Critical Business Goals
Next, you must determine the companies’ goals. Both long-term and short-term. If you try and build a brand image without goals, you are going to be wasting time and resources.
Define Brand Persona
Once you have done the two previous steps you can then move on to creating a brand persona. This persona should appeal to consumers and articulate the key positive features about your brand e.g. only using environmentally friendly products. Brand persona defines and brand image, so keep it simple and relevant.
Develop Key Message
After defining brand persona it’s important to create a key message and align this message with your target audiences. The key message should be in information and perception you want your audience to walk away with after interacting with the brand. Incorporating the unique aspects of your brand into this will help increase brand value by giving your brand personality.
Solidifying Your Brand Image
Now that you’ve identified your brand image, here are the steps to solidifying that image;
PR is an essential part of a business. The relationship between brand and consumer is incredibly important – and once that bond and trust is broken it can be extremely difficult to get back. Using effective PR methods that reflect your company in a positive way can improve your brands’ image as well as raise awareness.
Content is another important factor when it comes to brand image. Integrated marketing and PR activities can boost your business. To get people interested in your brand, ensure that you post different types of content that target your audiences. A mix of articles, blog posts and similar methods will allow you to engage your target audience.
Social media is undoubtedly one of the most effective tools when it comes to modern branding and marketing. It is a valuable tool for sharing information and relevant to your particular industry and allows you to interact with consumers on a more personal level. A strong social media presence will help you build a maintain a strong brand image and can significantly increase web traffic. If done right, social media can enhance the brand image to both new and existing consumers, so is a good all-rounder when it comes to brand image.
Search Engine Optimisation (SEO) is another important factor when it comes to retaining a strong brand image. It can be used to improve your companies ranking on Google, making your website more accessible to consumers. Which in turn can boost sales, page visits, and brand image. SEO takes specific keywords and ranks web pages based on relevant content.