THE IMPORTANCE OF IMAGE & BRAND IDENTITY
When the terms image and branding first entered our cultural lexicon in a significant way, branding was defined as a name, slogan, sign, symbol or design, or a combination of these elements. Due to the presence of social media the art & science of image + branding is more complex and even more important. The goals of a successful image + branding blueprint is not just about getting your target market to select you over the competition. It's also about connecting with people in a way in which your product/service is woven into their decision making process. You don't want to be a solution for the moment but you want to establish a long-term relationship with your customer that leaves room for opportunities beyond your current business model. The relationship individuals, companies and small businesses are attempting to build now with their target audience are monogamous in nature. Through daily interactive communication, research and analysis they've decided they want to get to know you (the customer) better. Yes, you've probably figured it out by now; they want to go steady with you! A good image + branding model will;
Clearly assign and deliver a message
Emotionally connect with target audience
Personalize its messaging and communication through value adds
Define a brand identity to also demonstrate organizational character & culture
The value adds from creating effective image + branding strategies include:
Recognition and loyalty
With strong image and brand identity, customers are much more likely to remember you and or your business. A strong image and brand name - logo/image helps to keep you in the mind of your potential customers.
If a customer’s happy with your products or services, solid image and brand identity helps to build customer loyalty across your business.
Experience and reliability
A strong brand identity creates an image of an established business that’s been around long enough to become well known. A branded business and or individual is more likely to be seen as experienced, and generally be seen as more reliable and trustworthy than an unbranded business and or individual.
To succeed in image & branding, you must have a clearly defined goal. You must also have a clear understanding of the needs and wants of your customers and prospects. You can achieve this by integrating your brand strategies throughout your company at every point of public contact.
Individuals and organizations are continually looking for ways to differentiate themselves from their competitors. Strong image and brand identity can make you stand out in a crowded marketplace.
Perceived quality can be used to differentiate, and by doing so, you can loop back to the first benefit and charge a price premium for your strong brand.
For smaller businesses, investing in your brand identity can help you leapfrog other, bigger competitors and start winning more of the business you want. In short, a good image + brand strategy makes you stand out from the competition!
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