Elements of brand image - first impression for the customer

Brand image is the consumer's perception of your brand, based on their interactions with it. It is the impression that potential and existing customers have of a company.

Kevin Keller defines brand image as the perception of a brand, which is reflected in the associations in the minds of consumers.

Customers form an impression of your business and brand based on various factors, such as the attire of employees, website (ui/ux), business cards, store cleanliness, and more.

Whether we like it or not, people still judge a book by its cover. While a business card itself doesn’t sell anything, it does make a good impression on the brand’s intended promise.

“Having a business card in itself shows consumers that you’re a brand to take seriously,” Forbes said.

A positive brand image can increase sales in both the short and long term, which will increase brand loyalty and increase repeat sales. Increased brand loyalty will create a barrier to entry for competitors. For example, loyal Apple customers cannot imagine using any other gadget.

Building a brand image can be expensive, for example, Coca-Cola spends billions of dollars every year to maintain its brand image. Also, a reputation built over many years can be lost in an instant, for example, the famous moment when Cristiano Ronaldo chose water over Coca-Cola in front of millions of viewers. Coca-Cola lost billions in value.

ბრენდის იმიჯის შექმნა:

• Customer analysis, as a result - identifying the strengths and weaknesses of the brand;
• What makes it stand out - what product it creates, for what, why and what is its purpose;
• Writing a marketing strategy, which consists of brand promises, messages that lead the company to the hearts of the consumer.

Brand Image Elements

Material Elements:

• Product/service sold;
• Advertising;
• Marketing communications;
• Name and logo;
• Packaging and labeling;
• Employees;
• Office.

Intangible elements:

• Corporate culture;
• Media reports;
• Corporate personnel - beliefs, ideals, behavior.

What does a brand image create for an organization?

• Increases awareness;
• Word of mouth;
• Increases revenue.

What does a brand image create for a consumer?

A person is confident in the correctness of their purchase;

They spend less time choosing the right product;

They are protected from disappointment;

Their decision is also accepted by society.

Brand Elements

Name  - A spoken element that can include phrases, letters, numbers, and words. For example: Pepsi, 7Up, Reebook, Nokia. The process of coming up with a name is quite difficult and complex. It takes a lot of time and effort, so you should research the options for a brand name well.

Logo - also known as a brand mark. It is a visual element, consisting of signs and symbols that are considered a valuable means of identifying a product or service, which creates a brand. However, a logo can be an abstract design, such as the Rolex Crown, or a trademark, such as Kit Kat.

URL - stands for web address. It is often built around a brand or its name to connect users to the content shared by your company.

Character - There are two types: animated, such as Chester the Cheetah, and live-action figures, such as Ronald McDonald. They are featured in advertisements. Characters are important for increasing brand awareness because they easily attract attention.

Slogan - A phrase that expresses the vibe of your brand. It reinforces the brand's positioning. The words you choose should be consistent with the company's interests. For example, Apple's slogan: “Think Different”, the main idea of ​​which is innovation.

Jingles -Known as the voice of a brand. Jingles are intended to indirectly convey the meaning and benefits of a brand in order to evoke certain feelings towards the products or services offered. "I'm lovin it" is a famous example of a McDonald's jingle that has stuck in people's hearts for a long time. This indicates the success that McDonald's has achieved in influencing people's thoughts and actions.

Packaging- Product packaging is a design process. The components of packaging must be carefully selected by marketers.

Brand elements all work together to create brand identity and awareness. Each element is chosen to be consistent with the other elements and to complement the overall brand image.

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