When most people think of the term “brand image”, marketing isn’t always the first thing that comes to mind. Many organizations assume that they have the skills they need to manage their company’s brand image through product quality, customer service, awards, and financial performance. However, it’s important to utilize a marketing-centric approach when building up your brand image.
Follow these steps to begin building your brand image.
Take A Deep Dive Into Your Brand
Identify whether your brand image is positive, mediocre, or negative by taking a look under the hood. Understand the areas where you can improve and create a strategy to detail next steps. Examples of next steps include ensuring your brand is consistent on social media, establishing your brand voice, and developing marketing personas to create relevant content.
Utilize Your Customer Reviews
Most organizations that understand the value of brand image will focus some attention on getting reviews and engaging with customer comments. However, it’s not always clear what to do with the reviews once you have them. Put your positive reviews into action by including them on your website or posting on social media. Soulcycle has done an excellent job of incorporating their reviews into everyday content.
Know How to Repair Your Brand Image
Come up with a crisis management plan for any major or minor problems that may arise that could impact your brand image. It’s important to keep in mind the importance of social media when handling a crisis. Create a social media template that’s easy to edit so you’re prepared to put out an emergency announcement if necessary.
Creating a brand image requires consistent use of social media, advertising, images, and language - but it's worth it. When consumers instantly recognize your organization or your event positively, you've become more than an organization, you become a strong brand.