Image and Branding

In the modern business world an organisation’s brand image can be as important as the goods or services it produces.

A strong brand image is a powerful asset and a real profit driver.

( Branding Asset Management by Scott M. Davis )

A recognized and trusted brand identity makes people confident that the organization is dependable. This is why successful businesses work hard at building their brands and present them in a clear and consistent way.

By this website, we want to give you a better understanding of image and branding strategies and its importance to your business.

What is image and branding?

You may have heard something about “image and branding” but maybe you don’t truly understand what it exactly means. In fact, there are numerous misconceptions about image and branding. An overall definition:

“Branding is, in effect, the creation and projection of a desired overall company image designed to instill trust and create loyalty within a targeted consumer base combined with the ability to appeal to a wide variety of demographics, cultures, and lifestyles without bias” - http://www.smartinsights.com

Some people think image and branding can be set up or changed in a fortnight, but it is actually a hard-core recognition factor.

Image and branding is more about consistently following your own image and branding rules which you set out because if you don’t follow those rules, things don’t look consistent and people won’t remember you. When you put out your marketing pieces, you want to create a similar look and feel so that people remember you. And you want that similar look and feel on every piece you put out.

How can we visualize the process of image and branding?

The brand key model is commonly used in the process to define your image and brand.

Unilever Brand Key Model

Competitive Frame

Which type of companies should apply image and branding strategies?

We would like to emphasize that making use of image and branding strategies applies for all types of companies around the globe, including small and B2B companies. It is often wrongly perceived that building image and branding strategies is solely intended for big companies active in B2C sector.

Entrepreneurs of small business often rationalize that branding is counterproductive to a small business. They might wonder if spending time and allocating resources to developing and managing a branded presence detracts from profitability. However, conveying an image that links to a viable brand strategy will be a major driver of its success.

Brands of B2B can be valuable because B2B purchases arguably matter even more than B-to-C ones. A simple example: buy the wrong toothpaste, and you can always change brands when the tube runs out. Buy the wrong machinery and you could hurt your company’s earnings for years. Decision makers are willing to pay a premium for strong brands because established brands make their lives easier. They aggregate information and reduce risk. Strong supplier brands may even aid companies in building their own reputation by association.