Brand image is one of the most important elements of your business. It defines the perception of your brand among your target audience, which is important for attracting new customers and retaining the existing ones.
Simply put, a brand image is an impression that a consumer has about your product or service. This impression can be based on personal experience, media exposure, or even word of mouth. Since it decides the fate of your business, you need to have a strong brand image in order to succeed in the market.
Your brand image is the sum total of your marketing messages. It is the result of how others perceive you and your products and services, which means it is not something that you can just change on a whim.
It takes work to improve your brand image, but there are plenty of ways you can do it even while maintaining your current product or service portfolio. Here are some tips from an experienced digital marketing agency.
Rethink your value proposition
Your value proposition is exactly that — what people get out of interacting with your business. It is the promise of a certain standard of expectations you make to customers. It is what makes your brand unique and the reason why people choose to buy from you over other brands.
As a business of any size, your brand value proposition should be clear, concise, and based on a need or desire. It shouldn’t be focused on features but rather on the end goal customers can achieve with your business. And since it will be the foundation of all your marketing efforts and product development, you need to make sure that your value proposition is memorable.
Redefine your brand values
It is easy to get carried away with the development of new products and services, but you should always keep your core brand values at the forefront of your mind. These are the things that make people want to buy from you.
Brand values define who you are as a company and what sets you apart from competitors in the marketplace. They are different from value proposition because they are a set of principles your
brand follows, whereas the latter is a one-line benefit that a customer derives from your brand.
As you can tell, this is more complex than you think. So, if you must, work with experts to help create these statements, so they are clear as day for everyone involved — including yourself!
Connect with your target audience where they want to connect with you
Out of sight is out of mind! Connecting with your target audience on the platforms they want to connect can help strengthen the bond between you and them. For example, if your target audience is predominantly on LinkedIn, then it makes sense for you to use that platform for connecting with them.
Similarly, if your target audience would rather connect with you on Facebook than Twitter, then make sure that’s where you are! If they are using Instagram more than Snapchat, then you need to ensure that’s where they get the most valuable content from your brand to increase your engagement.
To figure out your channels, research the platforms that your target demographic is most likely to use and make sure you are on those same platforms. You can also find out what other social media sites are popular with your customers by looking at your website traffic analytics or by directly surveying people.
Once you have selected the channels that you want to use, make sure that you are consistent. Posting on these channels regularly can help build awareness of your brand and show who you are as a business.
Work on your internal corporate culture
When it comes to branding, the internal culture of your company is one of the most important elements. That means creating a positive environment where employees feel appreciated.
Why?
Your employees are your biggest marketers. They can have a major influence on how people perceive your company and its products. So, if you treat them well, they will be more likely to represent your company positively outside of the workplace.
Work on customer feedback actively
Your customers are always going to be your biggest critics, so you should actively seek out and
listen to feedback from them to know what they want in order to improve your brand image.
If customers aren’t happy with their experience, they will tell their peer groups about it. On the other hand, if they are happy with their interaction with your business, you might find them posting about their positive experience on social media.
In the age of social media, customer service is more important than ever because reviewing has become easier than ever before. This is why it is so important to make sure you are providing good customer service, especially when you are rebuilding your brand image.
You should make a point of actively seeking out feedback from your customers. If someone gives you negative feedback, take it seriously and work towards fixing whatever problems they have identified.
Your employees can also help you with this. If you have a rewards program for employees, then this is an easy way to encourage them to go above and beyond in their work. Employees who give great customer service can be rewarded with better incentives to keep the ball rolling.
Solve a problem instead of selling something
The best brands solve a problem. They don’t focus on how they can sell their products or services, but rather on how they can help their customers solve problems.
For example, if you are an insurance company looking to sell homeowners insurance to your target audience, you ought to bear in mind that your customers don’t care about the price of your product. All they need is to feel safe in their homes and communities.
So, instead of focusing on the features of your brand, such as pricing, variety of policies, and flexible terms and conditions, you must focus on the benefits that those features offer.
By solving a real problem with your brand — whether it is helping people feel safer in their homes or saving them money on their insurance premiums — you will be able to build strong relationships with your customers and earn loyalty over time. This will consequently improve your brand image in the market.
Create free knowledge resources to show your expertise
Another way of improving your reputation is by creating free knowledge resources for the public. These could include guides, blog posts, and videos that explain certain topics in an easy-to-understand manner.
Not only will this help people better understand what you do and why you are needed in the
market but it will also allow you to establish yourself as an authority in your industry. And more authority can convert into better sales.
Bear in mind that you don’t have to be a master of anything, just share what you know! It doesn’t matter how you present your information, all you have to do is make sure the content is relevant for the audience and useful for them!
And if you need help figuring out where to begin, you can always reach out to us for expert support.