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6 Tips to Improve Your Brand Image

6 Tips to Improve Your Brand Image

The brand image, also called branding, is how a company or an organization is recognized by its customers. This perception is formed, among other things, by the characteristics of its products or services, by the consideration of the brand, by its values ​​, and by its advertising actions. When this image is favorable, it allows the company to stand out from the competition.

What do we do if our brand image is poorly perceived or if it is poorly developed? A few tactics and strategies can help you work on it. These 6 tips are essential for refining your branding.

1. Develop a strong visual identity

The first thing to do when the time comes to create the visual identity of your company is to hire professionals specializing in the creation of brand images. By visual identity, we mean your logo, your slogan, your graphic charter, and any other visual creation necessary to represent you.

Your logo is your first point of contact with your customers. It must convey your vision and your corporate identity, then be recognizable at first glance.

The slogan can be useful to summarize your philosophy or your field of expertise. It makes it easier for your audience to remember what you do. If your company name is already very evocative, the slogan is not a necessity. However, if your company name does not sufficiently inform your customers, the slogan or a generic will clarify everything. The credits are a short sentence bringing together the keywords that describe and specify your organization.

As for the graphic charter, it allows you to keep the same guideline in your visuals and communications, through the choice of colors, typographies, and different adaptations of the logo. It guarantees a homogeneous visual identity that can be more easily declined on your various communication media.

 2.  Choose the right communication tools

Any business or organization communicates. Whether in the form of pamphlets, business cards, posters, social networks, or a website, many communication tools represent the springboard for your image. These must therefore be well cared for and structured to evoke who you are and what you do. Poorly crafted tools convey the idea that your business isn’t taking the time to present itself well. To avoid this negative perception, giving importance to the development of good communication tools is essential.

3. Improve your visibility

For your company to have a good brand image, it must still be visible and known by the public. Several strategies are effective for getting known and depend on your goals. For example, advertisements in the form of posters or on the Web are means which report success. In addition to advertising, a billboard, an event, a press conference, a website, the creation of content and even the writing of a personalized email are all means that have proven themselves in terms of visibility. Again, it’s the way you present them that will help you build a strong and distinctive brand image.

4. Develop a unique value proposition

What are your customer’s reasons for doing business with you rather than your competitor? Is it because of your more reliable services? More durable? Less expensive? It’s about determining your unique value proposition, what really sets you apart in your market, what you promise your customer. And this singularity will have to be reflected in your brand image.

On the side of cold colors, we find green, blue, and purple. They create a feeling of calm and peace. They symbolize health, beauty, and safety. Many other shades of color exist, and each has its own properties. A graphic designer can help you choose colors that evoke your values ​​and correspond to the action desired by your target clientele.

 5.  Create an emotional connection

According to psychologists, 90% of communication is non-verbal. If you manage to combine a good reputation with judiciously implemented emotions, your brand image will be a guarantee of success. And even better, it will remain in the memory of your customers.

How do you do it? Colors are one of the solutions to generate an emotion. Some colors can make you hungry, happy, or sad. Red, orange, and yellow is warm colors that evoke happiness, optimism, and dynamism. Red can also increase appetite. It is for this reason that many fast-food chains use red, which represents hunger and the urgency to eat. On the contrary, more upscale restaurants will prefer black.

On the side of cold colors, we find green, blue, and purple. They create a feeling of calm and peace. They symbolize health, beauty, and safety. Many other shades of color exist, and each has its own properties. A graphic designer can help you choose colors that evoke your values ​​and correspond to the action desired by your target clientele.

6. Focus on customer experience

Your customer is the backbone of your business. Without it, your products and services would not exist. So, you must take into consideration how he feels when he comes to doing business with your brand. Collect their comments and impressions and then focus on the development of a better experience.

In short, make him feel that you can answer his questions and meet his needs. The closer you are to him, the more he will continue to go to you rather than your competitors. The best is to hire a brand strategist like Big Fish Marketing. They have vast experience in developing brands. As a top brand consultant, they have helped many businesses go high.

To many, it’s a seller!

It can change over time, both positively and negatively. It is up to you to maintain it so that it harmonizes with your foundations and your corporate values. A good way to promote your brand is to rally your employees. These can become proud promoters; it is they who will be able to highlight your brand to your customers.

Ready to improve your image? The Basta communication team has extensive experience in creating brand images acquired over the past 20 years. We can assist you in defining – or redefining – it. Consult your portfolio to discover some of our branding projects and contact us to create yours!