Reading Time: 5 minutes
What exactly is a brand image? The business dictionary defines brand image as the impression in the consumer’s mind of a brand’s total personality. A brand image is developed over time through advertising campaigns with a consistent theme and is authenticated through the consumers’ experience. Brand image is more than just a logo.
“An image is the set of beliefs, ideas, and impression that a person holds regarding an object.”
~ Philip Kotler
Scientific Psychological and Behavioral Findings
One important purpose of the human’s brain is the act of simplification. That’s also the purpose of your brand image: it should simplify and summarize the different features and characteristics of your company and give them a name.
Another psychological element is the telling of a story that sits well in its surroundings. The verity and authenticity are important. To uphold the promise, consistency of representation is key.
These fundamental psychological elements are essential for branding – simplification, linear narrative and truth condition.
Brands simplify to create order. They combine properties that can come from many different areas (sensory, idealistic, symbolic) into a whole. No matter at which touchpoint the brand is encountered, it must always communicate the characteristics that it has itself defined once.
Like the human being, the brand itself must have a story to tell: a consistent narrative of itself whose contents arise from their product, their company or their concerns. That’s why brands use emotion as a method of communication. It is the core element of its rhetoric. In contrast to humans, however, the emotionality of the brand is always user-oriented and a consciously controlled communication task.
In fact, there are good reasons why good brands are so valuable. The most important is the higher sales and profit margins associated with a brand. But these financial effects are just the end product of a chain of psychological processes that comes from the perception of new products.
In the field of neuromarketing, the neuropsychologist and marketing consultant Christian Scheier names three rules of branding:
- Successful brands activate the reward system in the brain and thus influence the purchase decision.
- Strong brands can even change the perception: A product with a well-known label tastes subjects better than the identical food with the logo of an unknown manufacturer.
- Emotionally charged branding has a fundamental impact on the perception of a product.
In addition to the last point, emotional charging and conditioning do not stop at the customers. Moreover, it extends into the corporate culture and employee leadership. Companies like Google or Apple do not lure applicants by saying “come to us, you deserve to be here”. Rather, they make you feel like being part of something greater, being part of a movement.
What significance does brand engagement have nowadays? How do you create identification today?
At a time when global competition is on the rise, technical differences are shrinking and ideas can be quickly replicated. Today, psychology becomes the decisive factor. No matter in which product category — the winners are those companies that can best understand, predict and influence the customer and his decisions. These decisions are much less rational than commonly assumed.
To gain further insights, Philip Kotler published an article concerning modern brand image and its benefits.
How To Freshen Up Your Brand Image
The following framework shows what you should consider while refreshing your brand image. It will not only affect your (potential) customers but also your employees’ engagement. In the end, it will also have a positive impact to find highly qualified talents.
Know Yourself & Your Corporate Culture
Understand what your starting position is – it’s the foundation of your brand. Your company’s core values and culture should reflect what you are passionate about. Your team should believe in your company, then the customers will too. Take into consideration that employees are powerful brand advocates. Communicate your brand values throughout your company.
Figure Out How To Attract Customers and Applicants
Think of how to appeal them. The brand image should speak to your target audience, what drives them, what are their core values and what do they care about. Think about colors, images, and fonts. People will judge you by how you appear.
The first impression could be lasting! But don’t forget to keep your online presence always up to date. Impress with your website, which should reflect your corporate identity. Eye-catchy images, compelling content and crispy design will lead to higher engagement with your online brand.
Establish your own look across all your marketing and social media channels. It’s advisable to keep your style simple and clean. Through the way your brand identity looks, acts and communicates, your company’s personality and its visual presence will lead to a positive brand perception.
Social Media Marketing
Use social media marketing effectively to interact with your potential customers and job seekers. Again, it’s crucial to define your target audience. Which social media channel fits you the best? What are your social media goals? Know what you want to accomplish through social media communication. Identify a brand voice and stay consistent, and compliant with your company core values.
HR and Brand Image
What exactly is the intersection of brand image and HR? It starts with taking things like job descriptions into consideration. They are also a part of your company brand marketing. As an example, think of millennials who mention culture and people fit as most important in a potential employer. Consequently, communicate these elements of your company with your brand image.
HR doesn’t come intuitively to one’s mind when thinking of a brand image. The world’s most successful brands like Apple, Google, Facebook etc. are well known for their outstanding design, advertising campaigns and so on. But they have something else in common — a strong company culture and highly engaged employees. Engaged employees who believe in the companies they work for, are part of the workplace culture. Through productivity, they also create value for the brand image. Additionally, they become supporters and influencers of your company identity and brand image.
As studies have shown, your current employees are a trusted source of information for potential employees. Now, HR professionals play an important role as internal branders.
The Bottom Line: Brand Image Matters
Purchasing your product or service is more than just buying, it’s dealing with what your brand stands for. Design a brand image to convey exactly what you want it to say.
Show the strengths of your brand image with MoBerries and hire talents to help grow your business. Moreover, as shown above, it will have a great impact on your employees’ engagement that will also boost your brand image.
Find your talent with MoBerries