Brand image is one of the most important aspects of any product or service. It is considered that a brand image can make or break the success of a business in its target market. Brand image is identified as the customer perception about a particular brand based on their experience with the products related to the brand. It does not come necessarily from customers purchasing the product but there can be other factors that can create customer perception about the products or services.
Brand image can be impulsive or it can build over time. However, since the brand image has a major role in deciding the success or the failure of the product, it is important for the business to work hard to create a positive and strong brand image to achieve competitive advantages in the operating market.
In today’s competitive market, many businesses are investing more time and funds to create a strong brand image in their markets. There are many ways identified to create a strong brand image. However, since the consumers are more educated and detail-oriented about the available products, creating a strong brand image takes a lot of time and effort for the business organizations. Below mentioned are a few methods of creating a strong brand image.
– Identifying the brand
Before creating a brand and taking it to the market, the business should identify who they are and what they offer as a company. It is important to identify why they are offering the product to the market and what needs and concerns will be satisfied by using the product. This self-identification helps the business to stay on track when creating a marketing strategy and to set the business intentions when creating a strong brand image.
– Identifying the key audiences
The main requirement in building a strong brand image is identifying the key audiences of the product or the service. The target audience can consist of both external and internal factors such as customers, suppliers, employees, partners, and investors. It is highly important for the business to be extremely specific about the target audience and come up with a marketing strategy that can speak directly to the needs and concerns of that particular key audience.
– Determine the business goals
This can be done by conducting a business environment analysis. Business environment analysis should conduct both internally and externally. SWOT analysis and PESTEL analysis are two main environment analyses that can be conducted. Identifying the internal strengths and weaknesses, as well as external opportunities and threats may help the business identify how and where they should place the product in the market. This understanding is important when creating a positive customer perception as the business environment analysis helps the organization to avoid unfavorable circumstances and make use of favorable factors to place the product effectively in the market.
Based on the business analysis, the short-term and long-term goals should be identified. The business should have a clear idea of where it has to go and what it needs to achieve within a certain time frame. The brand image should be built based on these goals and objectives built based on the business expectations.
– Define the brand persona
Once the business goals are defined and the key audience is identified, the business should build its brand persona. The brand personality should be strong enough to appeal to customers and to create customer interest. It should differentiate the most important benefits of the product and the unique aspects that the product can set apart from the competition. However, since the brand persona defines the rand image, it is important to keep it simple, understandable, and relevant.
– Build key messaging
Once the brand persona is defined, the key messages that should be given to the target audience need to be identified and documented while aligning those with the target audiences of the brand. These key messages are the most important factor that can make the customers interact with the product and create a positive customer experience. It should be able to give a clear idea about the brand personality and the value-added customer benefits to ensure customer satisfaction.
These factors help to create a strong brand image in the target market and achieve competitive advantages in the market.