brand image - Blog

A good online reputation contributes to increased income. Almost all consumers now tend to make purchasing decisions based on found opinions. You may not agree with such a big role for comments. Nevertheless, you definitely need to meet your customers' needs.

The company's image develops based on our experiences with the brand. It is a mixture of consumers' associations with the brand, but also a conscious creation of the company's image. Just as personality sets us apart from others, the company's image allows you to emphasize your unique identity. From the article, you will learn how to create and promote your image to shape a strong brand identity.

Every year, the job market presents new challenges for companies. That's why entrepreneurs implement a range of benefits in their businesses to attract candidates and reduce employee turnover. However, such incentives are not always enough. For employees, the opinion about the company plays a more significant role. Therefore, before sending a CV or recruitment task, they check information about the company. And what they find largely depends on the actions taken by the company.

Building brand awareness is an important aspect that you need to consider in your business strategy. It is not enough to choose a logo and run advertising campaigns. Creating an image involves much more thoughtful steps. Find out what you can gain and what actions will allow you to build awareness of your brand in the minds of your audience.

What is the purpose of building your brand? Do you just want to make money? Or are there certain ideological reasons behind it that fit well with the direction of modern marketing? Or do you want to share your knowledge, experience, and ultimately make a living from what you love? Regardless of the intended result, you need to reach your target audience. Otherwise, it will be a secret brand that only you know.

Oh, how beautiful the beginnings of running a business look. You have big dreams, ideas, plans. You choose a name, logo, brand colors, tone of communication. Maybe you even have a mission in the back of your mind that you want to fulfill within your business. Everything seems to be heading in the right direction.

You are one of those people who claim that you can only compete for a client based on price? You have the right to do so. But do you know what people who really make good money in their businesses think about such theories? Honestly speaking - they don't think anything about it, they don't bother with it. At most, they will smile slightly to themselves when they hear such words.

Daniel Pink, in his book A Whole New Mind, makes a quite bold claim that: “the era of the dominance of scientific minds is over. The future belongs to a different kind of people with a different kind of mind: designers, inventors, teachers, storytellers, in other words, creative and empathy-filled right-hemispheric thinkers.”

Austrian Psychologist, Paul Watzlawick, once stated that it is impossible not to communicate, and therefore impossible not to have an image. We create images of ourselves, companies, or institutions (whether we want to, because, for example, even our lack of presence in online communication channels already indicates something about us), thus we should do it consciously. The key to building customer relationships – using marketing or public relations tools – is to build brand awareness in a controlled and deliberate way.

Building brand awareness through positioning in the eyes of consumers, related to national (or regional) branding, is a standard practice that increases the recognition of products and services. By associating a specific brand with the image of a particular country, a kind of "connection" of associations is created in the minds of potential customers (provided that their values are not contradictory). How does this work in the case of marketing alcoholic beverages such as beer, wine, or spirits that burn the throat?