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Have you ever wondered why certain businesses take the world by storm, while others can’t get their foot through the door? It is more than just the quality of products offered, and it is not about the service or the value for money either. What is it then, that makes consumers gravitate towards the flashing poster of one brand and not another?

Here is where the brand image comes in. Let’s settle in and learn what it is, why you need it, and how you can get build more of it for your business.

What is Brand Image?

To understand it, let’s begin by saying that brand image is the general impression of a business that existing or potential customers hold. This perception is what makes them decide whether or not to invest in it.

This perception does not build up immediately; successful brands work day in and out to make sure their brand image exemplifies their values, vision, and ethics. They also need to make sure that the brand image translates into the product or service they provide to build up the trust in consumers that keeps them coming back for more.

Is it Important to Have?

A powerful brand image and logo make sure your company remains in the minds of your potential customers. The first priority is product and service quality, the second is a strong voice that propagates them. If your products make consumers happy, a brand identity helps in building customer loyalty and assists in building a strong connection between the two parties.

Consider a sports brand like Nike, for instance. Not only are Nike products satisfying, but they are coveted because of what they represent- the excellence in sportswear. All the big stars and celebrities wear it, which improves the buyer’s trust in the brand. Without a brand image, your business will remain voiceless and in the shadows.

How to Build Brand Image

Building a brand image is a gradual ongoing task that has to be done slowly but surely over time. Below are some of the ways a brand image is constructed.

Giving Life to a Logo

This might look like something menial, but it definitely has an impact on the customer’s perception. If the logo is interesting enough, it will stick in people’s minds, making it easier to recall every time. Over a period, the logo will establish itself as an inherent part of the brand.

This is also especially useful in rebranding, where using a different logo can completely change its perception.

A Catchy Tagline

Right under the brand name is where the tagline is usually placed. It should present the personality and goals of a brand in a succinct way that is also powerful enough to stick.

Continuing our Nike example, the brand tells you to ‘Just Do It.’ Is it potent enough for consumers to relate to it? The brand’s success tells us: yes.

The Aesthetic

The aesthetic refers to the visuals that are associated with the brand. This includes everything from fonts to colors and visuals. The ads you make, the infomercials and product packaging- everything comes under the same umbrella.

The aesthetics of your logo and branding should aptly represent your business. If you want your brand to signify class and sophistication, your fonts would look formal and colors muted. If your brand is targeted towards younger children, it should represent that through brighter colors and lively fonts.

There are many resources on the web that talk about the psychological effects of individual colors on the human mind as well. All these factors should be kept in mind when marketing a brand.

Brand Personality

Brand personality is the most important thing to consider. What does your brand represent? What is the USP that makes you different from every other competitor out there?


The language you use in your communication with the customer has utmost impact. ‘Just Do It’ tells you that the brand is supportive of your adventures – which connects with their products: sports gear.

Business and Moral Ethics

Many brands align themselves with a strong business and moral ethic. Their way of conducting business parallels the beliefs they propagate to the audience about themselves.

For example, some brands make sure they are environmentally conscious and cruelty-free to all animals- this adds to their personality in the customer’s mind, making them more invested in supporting the brand in its endeavors.

Customer Service

The kind of customer service you provide is also very much a representation of your brand. Your customer service should be professional and dedicated to taking care of clients’ needs by delivering helpful service before, during, and after the transaction.


The above together, when delivered time and time again, build a bond of trust and reliability between brand and consumer. Every time good service is provided, the belief in the brand’s values and vision is reestablished until what we call brand loyalty is achieved.

Some Tips for Improvement

As a bonus, here are some extra tips for you to consider:

Collect feedback

To cater to people’s needs, you have to first know what they think about your brand. There are various ways to receive feedback. The passive approach would be something like reading customer reviews on your site or on social media. If you would like to be more active, surveys and questionnaires can be sent out.

Draw Conclusions and Make Changes

From the feedback you receive, try and extract meaningful conclusions and make corresponding changes. If a customer complains about poor customer care, for example, take note of that and investigate it – and let the customer be a part of it. This is sure to make a customer feel connected to the brand.

All this information may be too much to handle. If you think your business could benefit from a little brand image upgrade, contact Business Marketing Solutions Group for a consultation and we will be happy to help!

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