What is a brand image and how is it measured?

Branding is many things, depending on who you ask. It is the main identification of a company, it is true. It is the way a company connects with its audience, it is also true. It is the logo that marks the products produced by the brand; well now you’re oversimplifying.

In fact, branding is much more than literal and visual images linked to a company. While those visuals play a role in defining the brand image, the image itself transcends the pure visuals.

Let’s get into it.

Definition of a brand image

Whether you are setting the brand vision for your new startup or review products / goals / themes / connections /etc. For an established brand, the connection between your company and your audience is vital. That connection has to do with your brand image.

While it’s tempting to uniquely identify branding as the visual elements that accompany your branding efforts (it’s there in the name, after all), branding is made up of many more components than just the visuals. And all of those components play a role in your brand’s success, driven by audience perception and customer loyalty.

Branding is professionally identified by Forbes writer Solomon Thimony, for example, as the “combination of associations consumers make based on each interaction they have with your business.” In short, every point of communication or connection between your company and your customer blends into the overall brand image.

That makes it pretty easy to see why it’s more than a matter of your logo or your ad campaigns, but that doesn’t mean details like that can just be left out.

What does a brand image include

The brand image is a matter of compilation. The more that is included, the more accurate the image can be.

So every detail that an entrepreneur adds to their brand image, all over the Internet, feeds back on that image.

In theory, a brand image can be made up of ever-changing and adapting connections, just like the interactions between two people. But in practical terms, it is important to have a clear idea of ​​what deserves attention in order to build a good brand image. Otherwise, you could lose the opportunity to contribute even more to your brand image, which in turn will increase your connection to your audience and brand loyalty.

  • Visuals – This is an easy place to start, especially since the word “image” is there in “brand image”. Images are what most people commonly associate with the concept of branding, and good images are a tangible goal. The color palette you select, the chart types you choose, the option to use a free logo creation software Or work with a professional graphic designer – it all influences the way your audience views your brand, whether they choose to interact with it or not, and how the interaction plays out.
  • Advertising – We’ve all seen poorly done publicity that leaves us shaking our heads or wondering why they were upset. Bad publicity leaves a bad taste in the mouth of the audience and influences whether they decide to continue interacting with the brand. Good and innovative advertising, on the other hand, can favorably influence the viewer.
  • Clarity of messages – Both in brand images and in advertising, as well as through social networks and official websites, the clarity of the messages is important. Messaging includes the promises made by the brand and the ability of the brand to deliver on them. If a viewer is not completely sure what your brand is about, what are the goals, services or products being offered, or if they are the right audience for those services and products, the message is confusing and so is the image of the company. Mark. .
  • Customer service – This is an easy route to overlook, but it pays dividends when handled well. In terms of how good a brand looks, more than 70 percent of consumers declare their love for a brand. due to excellent customer service, and almost as many would choose not to go back to a brand due to bad customer service. Personalized customer service is one of the most effective ways to create a great brand image.
  • Ease of contact – the lack of contact can have a debilitating effect on the brand image. While it may seem easier from a brand point of view to simply eliminate complaints at the source, all it does is cause further customer frustration when they can’t even discuss potential issues with brand reps. Personally, I have discarded more than one brand after they gave me laps on their website or on their social networks.
  • Public relations – this is an excellent opportunity for a brand to take charge of its own image. Going out to the community and sponsoring or participating in events is a clear demonstration of the values ​​that the company has. And almost 90 percent of consumers will choose to stay true to a brand they consider to share their own values, a statistic that vividly illustrates the importance of brand image in the growth and success of the company.
  • Follow up – a specific point of customer service that deserves a deeper attention in the customer-brand relationship. Tracking isn’t just about ensuring consumers are satisfied with their purchases. It’s also about finding out why they were upset or disappointed. Why viewers who never became buyers chose not to. And why haven’t those who clicked off a website come back. Monitoring shows ongoing interest in a brand, and we all like it when someone is interested in what we think and feel.

Branding: the good, the bad, the ugly

Ultimately, branding is problematic for brands no matter what they do, and this is because there is no way to guarantee 100 percent control. To some extent, the brand image depends on the individual who interacts with the brand. You can choose your images, products, customer service, outreach, values ​​display and follow-up carefully, designing it to appeal to everyone, but there will always be outliers.

You can please some people some of the time, but you cannot please all of the people all of the time, and that is the main reason for continually working under a brand image.

Measuring the success of your brand image will not be a matter of making sure all customers are completely happy. There is simply no way to guarantee that, and a lot of time and effort will be wasted in pursuing the 100 percent standard.

For each individual brand, setting an acceptable standard in an effective and accurate brand image is a vital part of creating a brand growth strategy that makes the most of brand loyalty and customer satisfaction. Including all of the items listed above gives entrepreneurs the best chance for continued success now and in the future.

Featured Image: Photo by RODNAE Productions from Pexels

Zaheer Dodhia

Zaheer Dodhia

Zaheer Dodhia is a serial entrepreneur and founder of LogoDesign.net, a SaaS company that offers branded designs. He has a deep understanding of business needs, search engines, and a background in graphic design, computer recycling, and technology, which has motivated him to spearhead several online projects, including ZillionDesigns and PCStore.com. He likes to cover topics like branding, graphic design, and computer recycling.


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