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Brand image is the real perception of the company’s brand held by market consumers. We express brand perception in specific images and associations; they can connect with the functional characteristics of the product but can only convey emotions and be abstract.
Three main image components.
There are three critical components of any brand image: strength, attractiveness and uniqueness. By controlling these three characteristics, you can fully manage the brand’s reputation in the market.
01. ASSOCIATIONS MUST BE STRONG.
Strong associations make it possible to pin the desired image in the consumer’s mind and reduce the likelihood of forgetting or losing associations when in contact with competing products. The strength of associations created through the formation of interest in getting information (the right time, place, consumer interest), and through their own experience in using the goods (the consumer forms the strongest images and associations during the personal use of the products).
02. ASSOCIATIONS SHOULD BE ATTRACTIVE.
We must present associations as the solution of the main problems of the consumer, correspond to the wishes of consumers; provide a guarantee for solving issues and reduce frustration when buying and using a product.
03. ASSOCIATIONS MUST BE UNIQUE.
Unique associations strongly linked with the positioning of the brand reflect the competitive advantages of the product. They emphasise uniqueness through the superiority of the brand in a specific area over other brands. The uniqueness of associations provides a guarantee when purchasing the product, in the presence of strong and pleasant associations.
A few tips to create a brand image.
In a situation of growing competition in the market, expanding choice and reducing functional differences in products, the brand image becomes the decisive criterion for choosing a product. We offer you a few tips on the formation of a sustainable long-term image of the product.
01. BASE YOUR IMAGE ON AN IDEA.
To create the right image, you need to make it simple and clear, and memorable. We should build the image around one idea – your mission or what your product can do best. Think about the most important thing you want to tell the consumer? Do you have low prices or the most comprehensive choice, or the fastest delivery? If everything is all together, then it’s time for you to go back to your starting point and identify one clear thought that you surround with various reinforcing associations.
02. BE CONSISTENT.
Creating an image is not a 5-minute affair; such a process requires consistent long-term communications. Be consistent in your messages to the consumer. Speak always about the same idea, presenting it in a new way using new images, but conveying a single meaning.
03. BE CONVINCING.
To build a sharp brand image, use such arguments that will attract the attention of the target audience of the product. Be sure to use emotional communication based on the psychosocial needs of the audience.
04. KEEP THE PROMISES.
One of the most common mistakes is creating an ideal image without confirming the results. You can promise a perfect product to the consumer, but if your product doesn’t meet the stated promises, the built image will quickly crumble into pieces that will be difficult to assemble again.
05. ANALYSE THE RESULTS.
Managing reputation and brand image in the industry is a complex sequential process. The first step is to create a basic communication, which will manifest itself in advertising, in packaging, in properties. After a certain time, analyse the results of the work: understand how your target audience perceives you. After comparing the actual perception and target perception of the trademark, correct your message by enhancing those image characteristics that are least pronounced in the recognition process of the product.
We always present a brand image in the positioning of the product, and it reflects the nature of the company. The image of the product transmitted through the name, appearance, slogan, brand properties, through “how it communicates with consumers” and “how it supports the essential values of society”.
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