The Art of Building a Powerful Brand Image

What a Brand Image is

Why have one

How to get it

It is never too late, or too early, to establish a powerful, positive Brand Image. With it, you can influence what people think and feel about your business. So, that image had better be good.

A strong Brand Image is the gift that keeps on giving. Not only is it valuable while building your company’s success, just wait until you are seeking investment capital, or you’re ready to go public, or you want to cash out by selling your company. Heed that line item in your financials called “goodwill.” And remember this quote:

“Roughly speaking, 70 per cent of the value of a company is goodwill, or the value in the brand.”

WHAT A BRAND IMAGE IS

A brand is that emotional feeling — the raw, instantaneous-without-thinking feeling a person gets about your company upon hearing or seeing its name. It’s a great deal more than just a slick logo and a pithy slogan.

Awareness, of course, is a precursor to having a brand image. The first reaction is an emotional one. The next is what does this company actually do? How do they do it? Are they good at it? What do other people think about it? Am I in good company in feeling the way I do about this brand?

“The primary purpose of branding is to establish a meaningful, differentiated presence that will increase your company’s ability to attract and retain loyal customers. Branding can help protect price premiums and create barriers to entry to ward off potential competitors.”

Author Tom Peters sums it up as “Branding means creating a distinct personality… and telling the world about it. Of course, the company’s products/services/solutions must be distinct. WOWish, LUSTworthy. It’s all about feel.”

WHY A BRAND IMAGE

Strong brands have the power to increase sales and earnings.

“To build a relationship, you must give someone a clear sense of who you are. That’s why you brand. It gives your business character and a personality. It lets people know what to expect, and puts them at ease.”

HOW YOU BRAND

A Good Brand Image Begins with a Good Client Experience. A good client experience creates strong word of mouth and referrals. And, there’s no better way to grow your business than with strong word of mouth and referrals.
The Branding Pyramid… the Brand Image ingredients:


THE BRAND – REPUTATION – COMPANY IMAGE
CLIENT EXPERIENCE – WORD OF MOUTH
MARKETING COMMUNICATIONS
WEBSITES
SOCIAL MEDIA
ADVERTISING
PUBLIC RELATIONS
THOUGHT LEADERSHIP PROGRAMS
TOP OF MIND AWARENESS – NEWS
SALES PROMOTION
COLLATERAL
E-MAIL/DIRECT MAIL
NETWORKING
CONFERENCES/SEMINARS
SPEAKER/PANELIST
TRADE SHOW BOOTH
LEAD GENERATION PROGRAMS
IN-PERSON MEETING
SALES PRESENTATION
FOLLOW-UP
THE SALE

Summary:
Be true to your Brand Image. It’s the air that you breathe
Be extraordinary. Be WOW-ish.

 

Larry Wexler; President and CEO of Wexler Marketing Group

Strategic business consultant utilizing hands-on practical approaches based upon experience. Specializing in all aspects of consumer related products companies involving start-ups, turn-arounds, and/or acquisitions. Experienced in establishing supply chains including overseas sourcing, distribution channels including development of e-commence sites using various platforms. Able to assist in building the necessary operational procedures and controls to maximize profits.