Brand image is one of the most valuable assets of any company. It underpins relationships with customers, business partners and employees. A strong, positive brand image translates into customer loyalty, higher margins and greater resilience to crises. According to a study by Brand Finance, the value of the Apple brand alone in 2024 was $517 billion, representing approximately 20% of the company's total market value. This shows how much potential there is in proper brand image management.
What is brand image?
Brand image is the set of associations, emotions and beliefs people have about a particular company or product. It is shaped by all the interactions and experiences consumers have with a brand - from advertising to customer service to product use. However, brand image is often confused with brand identity. Brand identity is how a company wants to be perceived - its mission, values and communications. Image, on the other hand, is the actual image of the brand in the eyes of the public, which may differ from the intended identity.
Brand image elements include:
- Visual recognition (logo, colours, typography)
- Brand personality (character traits attributed to the brand)
- Reputation (customer feedback and experience)
- Positioning (brand positioning relative to competitors)
- Values and mission (what the brand believes in and aims to achieve)
The brand image is formed over a long period of time and is the product of many factors. It requires consistent, well-considered action at all customer touchpoints.
How to build a positive brand image?
Building a strong brand image is a long-term process. The basis is creation of a coherent visual identitywhich will reflect the brand's personality and values. This includes the design of the logo, the choice of colour scheme, typography and visual communication style. Equally important definition of the brand's mission and values. They should stem from the company's authentic beliefs and objectives and not just be empty marketing slogans. Authenticity is a key pillar of a credible image. Customers are quick to sense falsehoods and inconsistencies between brand declarations and actions. It is important that brand values permeate the entire organisation - from production processes to customer service to marketing communications.
Quality of products or services also remains an important image factor. Even the best marketing strategy cannot compensate for poor quality. Brand Apple built its image on, among other things, the reliability and innovation of its products, which actually delivered on these promises. Building positive customer relations is another pillar of a strong image. This includes professional service, engaging customers in dialogue, collecting and implementing feedback and creating a community around the brand. An example is the brand Lego, which actively collaborates with fans to create new sets.
Brand image on the Internet
The online presence has become an element of brand image formation. A website is often a customer's first point of contact with a brand, so it should be functional and consistent with the overall image.
Social media offers brands extraordinary opportunities to build relationships with their audiences. What is important here is authenticity and consistency. Instead of bombarding followers with adverts, it is worth creating valuable content that will engage and educate the audience. Brand GoPro makes great use of the potential of social media, encouraging users to share spectacular camera shots.
Online reviews and testimonials have a huge impact on brand perception. According to BrightLocal research, 87% consumers read reviews of local businesses before making a purchase. Proactively managing reviews, responding quickly to negative comments and encouraging satisfied customers to share positive experiences should be a priority.
Content marketing is another powerful tool for building your image as an expert in your field. Creating high-quality content that addresses the real needs and concerns of your audience builds trust and loyalty. Brand HubSpot has built its position as a leader in the online marketing industry precisely by regularly publishing valuable educational material.
Examples of successful image strategies
Apple has been consistently building an image as an innovative, minimalist and exclusive brand for years. The key elements of this strategy are:
- Consistent, minimalist product and communication aesthetics
- Positioning as a leader in technological innovation
- Building a sense of belonging to an elite community of users
- Control over the entire ecosystem of products and services
Nike in turn focuses on building a brand image that inspires and motivates. The main pillars of this strategy include:
- Collaboration with top athletes as brand ambassadors
- Marketing campaigns focused on pushing your boundaries
- Creating a community around the brand through apps and sporting events
- Commitment to important social issues
Luxury brands e.g. Louis Vuitton if Hermès, build their image based on:
- Exclusivity and limited product availability
- Highlighting long-standing tradition and craftsmanship
- Cooperation with renowned designers and artists
- Creating unique shopping experiences
Each of these brands has found its own unique way to stand out and build a strong position in the minds of consumers.
How to avoid image-building mistakes?
Building a brand image is a process in which it is easy to stumble. One of the most common mistakes is inconsistency in communication. Discrepancies between a company's declared values and actual actions are quickly picked up by consumers. This can lead to a long-term loss of trust.
Lack of authenticity is another pitfall. Attempts to create a disconnected image for a company usually fail. An example is Pepsi's campaign with Kendall Jenner, which was perceived as trivialising important social movements.
Ignoring or reacting inappropriately to image crises can have long-term negative consequences. Responding quickly, sincerely and empathetically to problems often makes it possible not only to avert a crisis, but even to strengthen a brand's image as responsible and caring for customers.
Neglecting to monitor opinions is a mistake that could cost you control of the narrative around your brand. By regularly tracking and analysing what is being said about the brand online, you can react quickly to potential threats.
It is also worth avoiding an excessive focus on trends at the expense of your own brand identity. Trying to fit in with every fashionable phenomenon can lead to a blurred image and a loss of authenticity.
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Faced with the complexity of the branding process, many companies choose to work with professional PR agencies. Experts in this field help to develop a coherent strategy, but also to effectively manage crises and build long-term relationships with the media and influencers.
Building a strong brand image is a process that requires time, consistency and a strategic approach. It requires an analysis of one's own identity, values and the needs and expectations of the audience. Authenticity and consistency are becoming important success factors today. Brands that are able to effectively communicate their unique value and build emotional ties with their customers gain loyal audiences, but also a significant competitive advantage.
Worth knowing:
How to build a brand image?
Building a brand image is an important process for any company that wants to gain the trust of customers and be successful on the market. Nowadays, when the competition is very high, you have to remember that the brand image is not only a logo or name. It is primarily the way the company presents itself, what language it uses and what values it represents.
What is a brand image?
A well-designed branding strategy will allow you to effectively build a brand image and attract potential buyers to it. It is important that the brand image is consistent, i.e. conveys clearly defined values and ideas. In this way, you can build a lasting relationship with customers who will be happy to use the products or services offered by a given company.
How to take care of the brand image?
Taking care of the brand image is one of the key elements of building success on the market. Nowadays, customers are guided not only by the quality of products, but also by the values that the company adheres to. That is why it is important to ensure the consistency of the image in all communication channels - from the website to social media and advertising. Relationships with customers and their experience in dealing with the brand are also important. They should be positive and build trust, which will contribute to increasing brand loyalty. The key to success is the creation of a well-thought-out image strategy and its systematic implementation, which will allow you to maintain a positive image of the brand.
What are the elements of the brand image?
To understand what the elements of a brand image are, we need to look at it holistically. First, the logo. It is crucial because it is the first thing a potential customer will see. It must attract attention and should be consistent with the entire visual identity of the brand. Second, the colors. They influence how people perceive the brand and how they remember it. Thirdly, the brand narrative or its history - these factors are also of great importance for creating the brand's image on the market. The brand image itself is also the emotions it evokes in consumers. Ultimately, every contact with customers should be consistent with the brand image, which means maintaining a constant line of communication for every interaction.
How to get a positive brand image?
The brand should pay attention primarily to the quality of the services or products provided. Of course, aesthetic packaging and an interesting, effective advertising campaign will also come in handy. Nevertheless, it is primarily positive opinions and customer experiences that affect the brand image. That is why it is worth investing in the quality of service, meeting the needs of customers and listening to their opinions in order to be able to provide them with what they really expect. Only then can we be sure that our brand will be associated with positive emotions, which will translate into market success.
What are effective methods of self-promotion that can be used to create and strengthen your personal or professional image?
Nowadays, creating your personal image is becoming more and more important. That is why you should remember about effective methods of self-promotion, thanks to which you will be able to attract the attention of others and stand out from the competition. We can use a variety of tools, such as social media, blogging and professional networking. All this in order to present our potential and abilities, which in turn will affect the perception of our person and build our positive image.
What are the most important tools available for creating the company's image and how can they be used in practice?
Creating a company's image is a task that requires the use of various tools. One of the key elements is the website, which is the business card of the company and allows it to reach a wide audience. No less important are social media profiles, which enable interactive communication with customers and increase the reach of information about the brand. Another valuable tool are advertising materials, such as leaflets, banners or catalogs that allow you to reach potential customers in a designed way. All these elements allow for the creation of a coherent and positive image of the company, which in turn translates into its success on the market.