How Your Company’s Brand Image Affects Your Marketing Success

Have you ever thought about how your company’s brand image impacts your success? You know that the image of your brand is important, but have you ever?really?thought about whether you’re actively working to develop and maintain your brand image, or if you’re just going with the flow? There’s a distinct difference between the two, and if you haven’t considered your approach, now’s a great time to start.

Your brand’s image is comprised of?all?of the interactions it has with customers. Employee interactions with customers and prospects matter most of course, but so do the less obvious factors like your?visual brand identity, marketing and advertising, website, social media, and many other seemingly insignificant things. All of these different elements play an important role in developing your brand image. And even so much as one small mishap can have significant consequences on the perception of your brand.

Knowing this, it’s important to consider the impact of and regularly reevaluate the image of your brand.

Here are some of the ways your company’s brand image can impact your marketing success, and what to do if you’re looking to make improvements.

Outdated Website

Your prospects come to your website for one of two things. They’re either looking for?a solution to a problem, or?an answer to a question, and their first impression of your website will decide if they continue on in their buyer’s journey or jump ship. If your website is outdated, it’s going to be difficult to make a good first impression to visitors and prospects. It’ll also be harder to appear credible or relevant, which can have a big impact—especially on sales.

Outdated websites result when other areas of the business take priority, which happens. However, if you know that your website could use a fresh look or feel, move it up on the priority list.

Vague Messaging

Messaging is another aspect of your brand that can have a significant impact on your success. You should have a specific, defined mission and vision, and these statements should be crystal clear to website visitors both new and old. If you don’t have a clear buyer persona (or personas) you’re targeting with your messaging, think about?creating one you’ll actually use.

On top of key messages like your mission and vision, it’s also important to ensure that your product and service pages are easy to understand, engaging, and feature bold calls-to-action.

Lackluster “About Us” Page

How does the “About Us” page on your website look? Does it prominently feature your company’s leaders among other employees to give prospects a clear picture of what kind of people lead and work there? Is there a description of what your company does so visitors are encouraged to stick around and learn more?

Make sure you’re filling this critical page on your website with the information prospects and visitors want to know most. Who are you? What do you do? When (and why) did you start providing the products or services you do? Providing all of this information is a great way to inspire trust when new people visit your website.

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