What's your secret to a consistent and positive brand image?

Building and Nurturing Your Brand Image Your brand image is a treasure – it influences perception and fuels growth! But remember, it's not a static concept; it's a journey. Here's how to keep it shining: Define Your Brand Essence: Know your values, mission, and unique selling points. Consistency is Key: Ensure messaging, visuals, and actions align at all times. Engage Stakeholders: Foster relationships with customers, partners, and employees. Tell Your Story Authentically: Share your journey and vision with transparency. Adapt & Evolve: Stay agile, incorporating feedback and industry trends. A robust brand image isn't built overnight, but the journey is worth every step! #BrandImage #MarketingStrategy

Your brand image is divided into two main parts. The more important part refers to the image of the company in the mind of internal stakeholders within the organization. The second section refers to the perception held by external stakeholders. Why do I say that internal stakeholders are more important? Because they are the owners of the brand, and if they don't believe in the brand, they won't create a positive image for external stakeholders.

I work in executive branding (and believe that humanizing a brand through the voice of its leader is a powerful tactic). When we're helping a leader discover and distill their brand identity, here are some questions we ask: - what are your core values? - what are some words that define your leadership? - what are you NOT about? - ideally, you are the go-to expert on what 3 things - was there a sign from childhood you were destined for [blank]? - what is your biggest insecurity about how people will perceive you? - what is one of the greatest learnings / challenges you've overcome? - what excites you about your industry/company/leading your team? Asking questions like can help you get clearer on what you stand for (and what you don't).

Your brand identity is more like You... A personality more or less. You need it to have a goal, a purpose, and a way of reaching that purpose. Also, it has to dress in a way that shows its context; Is it formal and wearing a suit, or is casual and wearing shorts, or is it somewhere in between. The summary is that your identity should reflect who you are as a brand but stay relatable and relevant to your target audience.

Be concerned with your character and let your reputation follow. I often ask clients of their core values and how they show up in decision-making. If you don't stand by your values when it's hard, you don't have core values, you have aspirational values. For example, Yelp has been outspoken on reproductive rights issues. I'm sure this has both won advocates and lost some prior fans as well. But when looking at core values, the decision to act and speak up was very clear - no matter how hard. Do this consistently and you will win.

To effectively manage your stakeholders, start by conducting a comprehensive stakeholder analysis. Identify their needs, expectations, and perceptions. Segment them based on importance and influence. Regularly engage with them to build strong relationships and align your organization's strategies with their interests. This proactive approach will enhance your brand image and foster long-term success.

To develop effective key messages, start by crafting a concise core message that defines your brand identity and sets you apart from competitors. Then, customize messages for each stakeholder group, addressing their unique interests and concerns. Ensure all messages are clear, consistent, and compelling, reflecting your brand's value proposition.

Communication channels = Your Message + Your Target audience. Each message has its place to share and each target audience is active on specific channel(s). For example: - If you want to share an article or a long read, then a website blog is the place for it. - If you are a B2C brand and want to share an interactive short video for your audience, then maybe your place is Instagram or TikTok - If you care about employer branding and reflecting your strength as a corporate, then go for LinkedIn So it is always about what you want to say and who do you want to say it to.

When choosing communication channels, start by defining clear objectives and understanding your audience. Prioritize digital media like social media, blogs, and videos for cost-effective, widespread reach. Supplement with traditional media like press releases and newsletters for a well-rounded strategy. Align your choice with message, tone, and style to effectively engage stakeholders.

Make sure to know your audience before attempting to engage with them online. It’s important to meet your audience where they feel comfortable in order to have the most effective impression possible. Try looking at research like Forrester’s Technographics Score in order to identify where and how best to reach your audience.

I agree, but because communication is two-way I would say when choosing a communication channel you could also consider how your different stakeholder groups are reaching out and engaging with you. This will help you understand what works best for your stakeholders. It is important to note that different stakeholder groups have varying preferences and therefore you have to be willing to use several communication channels. However, it is very important that the message that goes out in regard to your brand identity and value proposition remains consistent regardless of what channel is being used.

Don't treat your brand the way Nokia treated its mobile phones "If there is nothing wrong with it, then we are okay", because sometimes it is not about being right or wrong, it is about being better than you are now. This means that you are always in need of monitoring your brand image and making sure it is growing with the growth of your brand and the growing need and development of the market.

As you go in your business, you will need to change/adapt according to who you are becoming and the changes around you in the market. See, you always have to stay relevant, and to stay relevant you have to always adapt and change accordingly. So make sure every few years to check your brand identity and review its relevance, do brand listening and see how you are perceived by your audience, and also make sure to have your communication channels updated and relevant to you and your audience at all times.

Take advantage of growth opportunities, and don’t be afraid to ask where you can improve! Engaging genuinely with your audience creates a level of trust that positions your brand as one of value. Like you, your brand should be focused on growth: and your impressions with your audience should reflect that. Stand by your brand!

In a world where consumer preferences, market trends, and competitive landscapes are constantly evolving, the need to adapt and enhance your brand image is not just a recommendation; it's a strategic imperative! A static or outdated brand image risks becoming irrelevant or disconnected from your target audience. Furthermore, the digital age has brought about unprecedented transparency and instant access to information, making brand perception more vulnerable than ever. To stay relevant and competitive, it's crucial to adopt a proactive approach to brand image management by addressing weaknesses and seizing opportunities for improvement. Embrace innovation, stay attuned to customer feedback, and leverage the latest marketing techniques!

Be consistent! The best brands are trusted. Trusted brands are consistent in all the ways they engage with their customers. From the initial point of contact to well after the sale and everything in between make sure you have systems in place to create brand consistency.

The time aspect should be taken into account; avoid expecting extremely quick results, as I believe it will take time to build a positive reputation for the brand and its goods or services. However, we must make sure that our actions are consistent with the overall strategy and that we are moving in the proper direction.

Today, there are far more powerful tools at work competing to shape what we see online and to affect our behavior offline. What’s most terrifying is that these tools are widely accessible, cheap and can be deployed from a living room in Brussels, a dorm room in California or an office in St. Petersburg. Anyone can change the very information architecture that we all rely on to make sense of the world around us. We are living through an unprecedented era of information vandalism. And the vandals are only getting more creative and harder to stop.

What I know to be very important is to make sure your brand stands out especially if you are in a competitive market/business. Just because the company is in the business of water and sanitation the brand colors do not have to be the traditional blue. I work for a water utility and we have incorporated a touch of gold as part of our brand colors Secondly, be consistent with your brand. The messages and images need to consistently portray and communicate who you are and what you stand for. Lastly to adapt to this ever-changing world, make as much "noise" of where you are and what you are doing. Let your brand be heard and seen