Your brand image is more than just your company’s logo, it’s a complex compilation of elements associated with your business. This is everything from your visual branding and marketing materials to your tone of voice and company values.
A powerful brand image will resonate with your audience and evolve as your company progresses. Here are 4 steps to enhancing yours…
Enhance your client experience
We’re not only talking about the UX and UI of your website (although this is incredibly important), but all aspects that reach your audience. Your website needs to be clear and easy to navigate, your social media channels up to date, the brochure a client receives should be well designed and leave an impression and that e-shot you sent out must be well-written and engaging.
Have you considered how a client or potential customer would feel walking through your doors; what experience will they have, who will they meet, what will they see, and most importantly what impression will they leave with?
Your audience’s experience doesn’t just stop with the initial contact. It should be considered at all stages and you must;
Create consistency in design and tone
A brand image can appear chaotic and careless if consistency is not established. Creating a consistent brand image does not have to be a laborious task, but with a little effort it suggests a sense of uniformity, professionalism and thoughtfulness.
It’s a good idea, if you do not already have them, to create brand guidelines. These will provide a series of rules to adhere to and can include advice on things such as, tone of voice and online presence, as well as visual elements.
You can read our blog ‘5 ways to improve brand consistency’ for more information.
Find your voice
We believe it’s important to find your tone of voice; it’s not all about looks you know! Your company’s personality will intrigue potential customers and keep them coming back for more.
Perfecting your company’s tone of voice will ensure you’re attracting the right people to your brand.
Evolve and push your brand
You think you’ve achieved a strong brand image? Don’t stop there, review, adapt and repeat. Gather feedback from clients, potential customers, suppliers and contractors. Gage reactions and use this feedback to build and improve your brand.
It’s a good idea to continually take a step back and ask yourself if your brand image truly reflects your company’s personality, position and future vision. A strong brand image is one step ahead and doesn’t rest on its laurels.
Take the first step and check out our handy brand audit checklist to see how your brand measures up.
We’d like to tell you a brand can be 100% complete, but we wouldn’t be a very good creative agency if we did. A brand should be adaptive and proactive, we’re advocates to that.