In short
- Czym jest wizerunek?: Wizerunek marki, czyli to jak postrzegają Ciebie konsumenci, co o Tobie myślą, powstaje w wyniku doświadczeń i interakcji z firmą.
- Jak budować wizerunek?: Budowanie wizerunku zarówno marki jak i przedsiębiorstwa to proces wieloetapowy i wielopłaszczyznowy.
- Budowanie wizerunku – fundamentalne działania: Budowanie wizerunku to proces ukierunkowany na markę i jej wartości.
- Odświeżanie wizerunku: Budowanie wizerunku marki czy firmy to nie są jednorazowe działania na początku Twojej działalności.
Nowadays, even the greatest effort in the quality of products or services is not enough to stand out from the competition. Building a brand image is of key importance, thanks to which it will be easier for you to gain new customers and, above all, to keep the current ones with you. Check how to effectively build an image!
What is Image?
The brand image, i.e. how consumers perceive you, what they think about you, is created as a result of experiences and interactions with the company. This image remains in the minds of consumers for a long time, which is why image building is one of the most important elements of business. And no one will take care of it better than PR agency.
The image consists, among other things, of its name and the associations associated with it, logos, visual identity and graphic symbols. A strong image is all about attracting new customers, making it easier to introduce new products under the same brand, increasing the trust of existing customers and making it easier to retain them, and improving the relationship between the company and the customer. Brand design new and building the image of the existing one are important activities to survive today and stand out on the market.
Decyzja na jednym ekranie: dowody, opcje, ryzyka i plan
Tak wygląda kokpit, który pilnuje decyzji marketingowej w Commwork®AI. Wszystko widać naraz: ile dowodów zebrano, która opcja wygrywa, co może pójść źle i kto za co odpowiada.
| Okres | What we do | Właściciel | Status |
|---|---|---|---|
| 0–30 dni | Diagnoza i zebranie dowodów | Osoba prowadząca temat | w toku |
| 31–60 dni | Wybór opcji i budżet | Zarząd | czeka |
| 61–90 dni | Wdrożenie i pierwszy pomiar | Zespół marketingu | plan |
How to build an image?
Building the image of both the brand and the company is a multi-stage and multi-faceted process. It consists, among others, of: mission, goals, values, brand identity, visual identification system, method of communication with customers, product offer, and many other elements. All of them are aimed at creating a unique, exceptional image that stands out from the competition. It is also particularly important when building an image creating a brand image, i.e. all activities aimed at consolidating the brand in the minds of consumers.
Building an image is a comprehensive and long-term activity
An experienced PR agency will be helpful in this!
Image building - fundamental activities
Image building is a process focused on the brand and its values. What activities does it include?
- Identify your audience - the first step is a comprehensive and precise determination target audience. Therefore, focus not only on the basic dimensions, such as demographic data, but specify its lifestyle, needs, desires, requirements, behaviors, in which situations consumers buy products, etc. The more precise you are, the greater the certainty that your brand message will appeal to the needs and your customers' problems.
- Set goals - building a brand image without defining short and long-term goals is ineffective.
- Define your value proposition - means what value you want to provide to consumers. It is a precise statement of why it is you that customers should buy, not your competitors. Develop the key differentiators and benefits of your product. Remember that the values should be consistent with the mission and vision of your brand. Thanks to this, they will attract new customers, increase their involvement, and your brand will be perceived as trustworthy and credible.
- Establish a visual identity - building a brand image cannot do without attractive visual identification. This is primarily about the logo and tagline, which is to provide information about your brand, its position on the market in a few words that will be remembered.
- Create a personality brand- give your brand an individual character through colors, fonts, images or tone of voice.
Radar narzędzi: jeden obraz sytuacji, zanim zapadnie decyzja
Dobra decyzja marketingowa opiera się na danych z wielu miejsc: wyszukiwarki, analityki, reklam, poczty, dokumentów i kalendarzy. Radar pokazuje 28 narzędzi, z których Commwork®AI zbiera sygnały w jedno miejsce. Wskazówka krąży po nich, tak jak zespół krąży po źródłach przed decyzją. Decyzję zawsze podejmuje człowiek.
Jak te narzędzia pomagają w codziennej pracy (przykłady poglądowe):
- Diagnoza: Search Console (GSC), Google Analytics (GA4) i Ahrefs pokazują, gdzie firma jest widoczna i skąd przychodzą klienci.
- Dane i opcje: Sheets i Docs zbierają liczby oraz warianty A/B/C w jednym miejscu, bez ręcznego przepisywania.
- Wdrożenie i kontrola: Tasks, Kalendarz, Slack i Meet pilnują terminów i właścicieli, a HubSpot pokazuje, czy działania zamieniają się w rozmowy z klientami.
Image building - benefits
Building a brand image creates a great first impression among new, potential consumers, sets you apart from the competition and builds customer loyalty. Increasing trust in the brand shortens the entire purchasing process, because the customer prefers to buy a product of a brand well known to him than the one he has never heard of. A brand with a positive image is more trustworthy, which translates into more sales, which in turn, means greater profits.
Customers are much more likely to buy products or use the services of a company that shares similar values. Building the image also affects the quality of acquired business partners, which in turn affects the development of the company on many levels. The image of a strong brand is especially used among premium brand products - it is in their case that the company can afford a much higher price, because customers, thanks to their emotional value, will buy this product anyway than a cheaper substitute of similar quality.
Sieć ekspertów: kto z kim pracuje, gdy trzeba wybrać kierunek
Dobra decyzja marketingowa to praca wielu ról naraz: badania, analiza konkurencji, wycena opcji, plan i kontrola. Ta sieć pokazuje, jak takie role łączy jeden system, żeby zespół nie tracił czasu na przekazywanie informacji.
Sieć wirtualnych ekspertów pracuje razem: jeden system, wiele ról
- Jak czytać ekran: każdy punkt to jedna rola systemu, a linie pokazują, które role wymieniają się wnioskami.
- Obserwacja rynku: role o nazwach zaczynających się od OSINT dotyczą śledzenia jawnych źródeł (OSINT to obserwacja publicznie dostępnych informacji), na przykład ruchów konkurencji.
- Zatwierdzanie: role przygotowują propozycje. Wybór opcji, budżet i zobowiązania zatwierdza człowiek.
Refreshing the image
Building the image of a brand or company is not a one-time action at the beginning of your business. Remember that trends, fashion, competition, the environment and, most of all, the customers themselves are constantly changing, so you need to constantly monitor the situation. Of course, you can't change your image every year. It is about refreshing it, i.e. rebranding known all over the world among organizations. Its goal is to stay with the existing brand elements, giving them a new shape or meaning, while ensuring the consistency of the image from the past. It may be a new corporate identity or a new one tagline.
All activities are possible bearing in mind the customers and their awareness of our brand, which is deeply rooted in their minds. Therefore, any ill-considered actions can lead to a crisis. Refreshing the image is a process that requires a specific and prepared plan so that the current image building is not wasted.