Role and importance of brand image in marketing

Brand image is a very important term in marketing with both short term and long term implications. It is true about both the new and old business brands. A brand image is related to the perception of the consumers and how they see the entire personality of your brand. An image is not formed overnight and takes time, money and efforts to build. From product and service quality to customer service and advertising campaigns, all these factors have a deep influence on the brand image.  The kind of experience consumers have with a brand also affects its image. Over the long term, the brand image becomes a central element in your marketing strategy.  If certain brands focus on creating a specific kind of image among their consumers, then the reason is their marketing and business strategy.

We know that making a good first impression is important, especially in business. Consumers will create an impression of your business and brand based on a variety of factors, such as the way your employees are dressed, your website, your business cards, the cleanliness of your store and more. Call it superficial, but these small details are points of contact you have with potential customers. In this case, the presentation is everything.

I spent a lot of time on our business cards and I remember how impressed our clients were with the results. Although a business card itself doesn't make a sale, it does make a good impression of the expected brand promise. Rather than going for a standard card, we opted for a matte finish with custom die cut and spot UV to highlight our logo and add a tactile element. These small upgrades truly made a difference in the appearance of our business cards and showed customers that we were a brand to be taken seriously.

Believe it or not, your brand image is paramount to building credibility and loyalty among potential customers. If you consistently work at maintaining a stable brand image, be it the freshness of your food or your packaging, it contributes to a consumer’s relationship with your brand. The more often you can deliver on your brand promise with a strong brand image, the easier it will be for consumers to remember your brand and what it stands for.