Some brands remain engraved in our memory, but why?
It's simply because of their brand image.
But what is a brand image?
A brand image is the representation of a company. In fact, branding is the process of creating a strong and positive perception of a company, its products or services in the mind of the customer through a combination of elements such as logo, design and storytelling. Effective branding helps companies differentiate themselves from their competitors.
Branding is:
Wanted by the company
The company sets objectives, intentions and values that it wishes to convey to the public.
Perceived by the public
It corresponds to the existing representations at a given time in the targeted population.
Some examples:
Coca Cola
Mcdonald's
GOOGLE
Amazon ...
Why is branding so important?
A unique brand image can have a huge impact and can give you a competitive advantage over your rivals. In an ever-changing world, new companies (and therefore new competitors) appear every day. That's why a good, established brand image can be an invaluable asset in attracting customers and generating profits.
No matter how much time and effort you invest, your brand can convey an image that is completely different from how you intended it to be perceived.
By carefully building your brand image, you have the opportunity to shape your customers' expectations and create a unique bond that goes beyond the buy-sell relationship.
Good branding is strategic, while marketing is tactical. Once you establish your goals and clearly define your promise, you can begin to develop a marketing plan focused on achieving those goals.
As many as 86% of consumers say that brand authenticity is key (Source: Stackla).
This means that customers expect authenticity from your brand. Authenticity is indeed an important factor in branding.
So be authentic and be real so that your customers trust you!
