[{"data":1,"prerenderedAt":75},["ShallowReactive",2],{"post-brand-image":3,"i-material-symbols:language":52,"i-material-symbols:person":57,"i-mdi:instagram":59,"i-mdi:youtube":61,"i-ri:linkedin-fill":63,"i-ri:twitter-x-line":65,"i-ri:facebook-fill":67,"i-material-symbols:person-outline":69,"i-material-symbols:calendar-month":71,"i-mdi:schedule":73},{"postType":4,"id":5,"author":6,"date":9,"modified":10,"title":11,"slug":12,"seoTitle":13,"seoDescription":14,"excerpt":15,"trimmedExcerpt":16,"content":17,"readingTime":18,"featuredImage":19,"postCategory":25,"relatedPosts":30},"post",25176,{"id":7,"name":8},"author-0301142015","Canto","2020-09-07T07:56:44","2026-06-05T16:25:50","Improve brand image: 5 Strategies to shape how audiences perceive your brand","brand-image","5 compelling ways to enhance your brand image","Brand image solidifies important relationships with your target audience. Make sure your brand image is optimized for success.","What is brand image? Brand image is the collective perception that customers and the public hold about a brand, shaped by every interaction, experience, and association they have with it over time. It is distinct from brand identity (what a company projects) in that it lives entirely in the minds of the audience. Businesses cannot […]","What is brand image? Brand image is the collective perception that customers and the public hold about a brand, shaped...","\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--what-is-brand-image\">What is brand image?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Brand image is the collective perception that customers and the public hold about a brand, shaped by every interaction, experience, and association they have with it over time. It is distinct from brand identity (what a company projects) in that it lives entirely in the minds of the audience. Businesses cannot control brand image directly, but they can consistently influence it through messaging, visuals, product quality, and customer experience.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Ca href=\"\u002Fglossary\u002Fbrand-management\u002F\">Brand management\u003C\u002Fa> is the continuous practice of shaping how audiences perceive, experience, and trust your brand, including the management of logos, imagery, colors, voice, messaging, and differentiation.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Brand image vs brand awareness vs brand identity: Brand image reflects consumer perceptions and associations built over time. In contrast, brand awareness pertains to consumer recall of a brand, and brand identity is the message a company attempts to convey about itself, which may differ from the actual brand image held by consumers.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Think of brand image like the consumer’s perspective of a brand’s values and identity. No matter what a company does, it can’t directly change its image.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190818\u002Fbrand-image-50.jpg\" alt=\"Advertisements for different brands.\" class=\"wp-image-48865\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190818\u002Fbrand-image-50.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190818\u002Fbrand-image-50-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Keep in mind that not everyone shares the same ideas about your brand. As a result, there are a lot of nuanced tasks that go into these branding strategies.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">However, it’s possible to position your brand in ways that positively influence your brand image, which boosts success.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Let’s start off with some key benefits to help you out.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--building-a-strong-brand-image\">Building a Strong Brand Image\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Building a strong brand image is crucial for driving business value and profitability. A strong brand image can significantly influence consumers’ perception and decision-making regarding purchases. To achieve this, companies must focus on creating a positive brand identity that aligns with their target audience’s values and expectations. This involves consistently delivering high-quality products and services that meet or exceed customer expectations. By doing so, businesses can establish a trustworthy and reliable reputation, which is essential for long-term success.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--unique-benefits-that-prove-the-value-of-brand-image\">Unique benefits that prove the value of brand image\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Here are some of the more important, lesser-known reasons that brand image is useful.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Break into new markets with ease\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Gatorade was founded in 1965, and it was quite the hit. In fact, it \u003Ca href=\"https:\u002F\u002Ffortune.com\u002F2015\u002F10\u002F01\u002Fgatorade-turns-50\" target=\"_blank\" rel=\"noopener\">popularized the concept of a sports drink\u003C\u002Fa>.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Powerade wasn’t founded until 1988. Clearly, entering into the sports drink market would be difficult, considering the \u003Ca href=\"https:\u002F\u002Fgroceronamission.wordpress.com\u002F2019\u002F08\u002F06\u002Fpowerade-updates-label-on-plastic-bottle\" target=\"_blank\" rel=\"noopener\">grasp Gatorade currently had on it\u003C\u002Fa>.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"580\" height=\"393\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191619\u002Fbrand-image-40.png\" alt=\"A Gatorade and Powerade ad side-by-side.\" class=\"wp-image-46024\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191619\u002Fbrand-image-40.png 580w, \u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191619\u002Fbrand-image-40-450x305.png 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">However, Powerade came from a company with a strong brand image, Coca-Cola. By having an established brand, they were able to create new products and succeed in a different market. Coca-Cola’s strong company’s brand image helped establish trust and recognition, significantly influencing Powerade’s success in a new market. Powerade is still around and thriving, for what it’s worth.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">The better the positive brand image, the faster the brand spreads\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">“\u003Cem>If people believe they share values with a company, they will stay loyal to the brand.\u003C\u002Fem>” – Howard Schultz\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">It’s easy to forget, at a time when we have access to so many different marketing and advertising channels, that a lot of new customers discover brands through word of mouth. A positive brand perception can enhance customer relationships and ultimately improve profitability.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"601\" height=\"317\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190818\u002Fbrand-image-51.jpg\" alt=\"A picture of a personified social media.\" class=\"wp-image-48867\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190818\u002Fbrand-image-51.jpg 601w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190818\u002Fbrand-image-51-450x237.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Of course, without a unique and powerful image to entice \u003Ca href=\"\u002Fblog\u002Fbrand-loyalty\" rel=\"noopener noreferrer\">brand loyalty\u003C\u002Fa>, it’s unlikely anyone will recommend your products and services to a friend or family member.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Everyone likes to give good advice, it’s a great feeling. If audiences see you as trustworthy, they’ll make recommendations, knowing they won’t lead their friends astray.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Increases in sales, revenue, and customer loyalty\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">A strong brand image plays a role in customer behavior. Just as we wouldn’t recommend an untrustworthy brand to a friend, we also wouldn’t buy their products or services.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"262\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190816\u002Fbrand-image-59.jpg\" alt=\"An infographic about revenue increases.\" class=\"wp-image-48882\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190816\u002Fbrand-image-59.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190816\u002Fbrand-image-59-450x197.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Therefore, it’s clear that purchases are a direct result of a positive image. Build yours up to further increase revenue.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-4--crafting-a-positive-brand-image\">Crafting a Positive Brand Image\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Crafting a positive brand image requires a deep understanding of the target audience and their needs. Companies must create a brand identity that resonates with their audience and consistently deliver on their brand promise. This involves not only meeting customer expectations but also exceeding them whenever possible. A positive brand image can lead to increased customer loyalty and retention, which are critical for sustained revenue growth. By focusing on building strong relationships with their customers, companies can ensure that their brand remains top-of-mind and preferred over competitors.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Determine Your Mission, Vision, and Values\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Determining your mission, vision, and values is essential for building a strong brand image. Your mission statement should clearly define your company’s purpose and goals, providing a roadmap for all business activities. Your vision statement should outline your company’s aspirations and what you want to achieve in the long term. Your values should reflect your company’s personality and guide your decision-making process. By defining these core elements, you can create a strong brand identity that resonates with your target audience and sets the foundation for a consistent brand image.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-5--don-t-confuse-brand-image-with-brand-identity-but-recognize-similarities\">Don’t confuse brand image with brand identity, but recognize similarities\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">“\u003Cem>A brand is no longer what we tell the consumer it is—it is what consumers tell each other it is.\u003C\u002Fem>” – Scott Cook\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Consider the following example:\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Sid is a 55-year-old man who wants to reconnect with his younger years. He decides to shave his hair into a spiky mohawk. He then dyes this mohawk green.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Next, he puts on some leather pants and a jean jacket stitched with logos of his favorite punk rock bands.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">He heads to the grocery store and notices people staring at him. He thinks, “Wow, I am so punk rock. I look like I am 21 again.”\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This is \u003Ca href=\"\u002Fblog\u002Fbrand-identity\" rel=\"noopener noreferrer\">\u003Cstrong>brand identity\u003C\u002Fstrong>\u003C\u002Fa> in a nutshell. It’s how the brand presents itself and sees itself to be.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">In this same example, the grocery store gawkers seeing Sid think, “Wow, that guy looks too old to be dressing like that!”\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This is brand image exemplified. It’s how the audience (the grocery store go-ers) sees your brand (Sid, the 55-year-old with a green mohawk).\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"400\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191618\u002Fbrand-image-41.png\" alt=\"An older and younger punk rocker staring at each other.\" class=\"wp-image-46026\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191618\u002Fbrand-image-41.png 600w, \u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191618\u002Fbrand-image-41-450x300.png 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\"> \u003Cbr \u002F>Brand identity is similar to brand image and influences it greatly. However, it’s clear that they’re different.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">If we study our brand image and get negative feedback, we may adjust our brand identity as a result.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Keep this relationship in mind while thinking about the many phases and issues related to branding.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-6--measuring-brand-image\">Measuring Brand Image\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Measuring brand image is essential for understanding consumer perceptions and making data-driven decisions. There are several methods for measuring brand image, including surveys, focus groups, and social media listening. By analyzing customer feedback and online reviews, companies can identify areas for improvement and opportunities for growth. Measuring brand image can also help companies track the effectiveness of their marketing efforts and make adjustments to their branding strategy. This ongoing process ensures that the brand remains relevant and continues to meet the evolving needs of its audience.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-7--authenticity-and-brand-image\">Authenticity and Brand Image\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Authenticity is essential for building a strong brand image. Companies must be truthful and transparent in their marketing efforts and consistently deliver on their brand promise. Authenticity can foster consumer trust and loyalty, leading to increased brand equity and revenue growth. By prioritizing authenticity, companies can create a positive brand image that resonates with their target audience. This involves being genuine in all communications and actions, ensuring that the brand’s identity is perceived as honest and reliable. Authenticity not only strengthens the brand’s relationship with existing customers but also attracts new ones who value integrity and transparency.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Check out our complete \u003Ca href=\"\u002Fblog\u002Fbranding-guide\" rel=\"noopener noreferrer\">\u003Cstrong>branding guide\u003C\u002Fstrong>\u003C\u002Fa> to learn more.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-8--3-brand-image-examples-of-successful-brand-images\">3 brand image examples of successful brand images\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Let’s take a look at some companies who developed effective brand image:\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">1. Lamborghini\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Lamborghini is an interesting brand, having created an image that represents a higher level of quality. People view Lamborghini like a club that they would like to someday get into.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Their models go beyond luxury, representing performance and sport. This separates them from competitors like Rolls-Royce, a comfort-luxury ride.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">On the Lamborghini website are detailed model specifications and images. There are \u003Ca href=\"https:\u002F\u002Fjalopnik.com\u002Fheres-what-call-for-price-on-a-dealers-website-really-m-1820001720\" target=\"_blank\" rel=\"noopener\">\u003Cstrong>no prices next to the cars\u003C\u002Fstrong>\u003C\u002Fa>. In contrast, visit Chevrolet’s website and the price of each model is listed right next to it.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">These nuances build a level of \u003Ca href=\"\u002Fblog\u002Fbrand-differentiation\" rel=\"noopener noreferrer\">\u003Cstrong>brand differentiation\u003C\u002Fstrong>\u003C\u002Fa>, which is intriguing. In fact, exclusivity often draws people in even further.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"282\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191618\u002Fbrand-image-42.png\" alt=\"The Lamborghini and Chevy webpages side-by-side.\" class=\"wp-image-46028\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191618\u002Fbrand-image-42.png 600w, \u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191618\u002Fbrand-image-42-450x212.png 450w\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">2. Cabela’s\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Cabela’s is an outdoor clothing and equipment brand that cultivated an image of sturdy, self-sufficient gear.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Cabela’s understood something about their target market that others didn’t – that outdoor gear is \u003Ca href=\"https:\u002F\u002Foutdoorcommand.com\u002Ffun-things-to-do-while-camping-ideas-to-make-memories-in-the-great-outdoors\u002F\" target=\"_blank\" rel=\"noopener\">about memories and nostalgia\u003C\u002Fa>. Instead of focusing on the material of winter gloves, they explain the ways their gloves will keep you warm in the ice house with your family on vacation.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190818\u002Fbrand-image-52.jpg\" alt=\"The Cabela's store building.\" class=\"wp-image-48869\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190818\u002Fbrand-image-52.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190818\u002Fbrand-image-52-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Their advertising campaigns create this unique image as well, with outdoorsy colors, videos of kids having fun on a fishing trip and families camping outside. Cabela’s brand voice, along with its visual elements, plays a crucial role in communicating with customers and establishing a recognizable brand image.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">3. Zappos\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Zappos, an online shoe and clothing store, managed to create an image that is widely recognized as one of the most trustworthy, caring and thoughtful brands around.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">They’ve always been known to provide an amazing customer experience and offer overwhelmingly superior customer service. This focus on superior customer service has helped cultivate a better business-customer relationship, ultimately leading to an improved brand image.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190817\u002Fbrand-image-53.jpg\" alt=\"A Zappos shoe advertisement.\" class=\"wp-image-48871\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190817\u002Fbrand-image-53.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190817\u002Fbrand-image-53-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Most recently, they’ve been in the spotlight for \u003Ca href=\"https:\u002F\u002Fnytimes.com\u002F2020\u002F05\u002F31\u002Fbusiness\u002Fzappos-coronavirus.html\" target=\"_blank\" rel=\"noopener\">offering support to anyone who needs it\u003C\u002Fa> during the current pandemic and subsequent lockdown. Without requiring any purchase, people were able to call Zappos reps and chat about whatever they’d like.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">It’s exciting to see brands create such positive images for themselves. So how can we do the same? Let’s start by looking at some unique strategies.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-9--strategies-to-revolutionize-your-process\">Strategies to revolutionize your process\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">It’s not enough to research how to improve our image – we need to think meaningfully about it. How are we going to make this happen? What ways will a method or tactic work? These types of deeper questions should be a large part of the consideration stage. Cultivating a better business-customer relationship through Brand Perception Surveys can provide insights into how a brand is perceived by various stakeholders, ultimately enhancing the overall brand image and customer engagement.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">To give you a strong base, here are some powerful strategies.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">1. Don’t just vary your content – transform it!\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Content is a way to develop strong bonds with customers. It informs them of new decisions while establishing company values and building voice.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">By now, most brands attempt to diversify their content in order to reach as many different markets as possible. This results in different mediums as well, such as newsletters, articles and white papers.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"262\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190815\u002Fbrand-image-58.jpg\" alt=\"An infographic about authentic content.\" class=\"wp-image-48884\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190815\u002Fbrand-image-58.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190815\u002Fbrand-image-58-450x197.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">However, this is only half the battle. Building brand image is all about learning how customers view you. Since no one is perfect, no content is either. In fact, a lot of content fails to connect with target audiences.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Instead of diversifying content and extending its outreach to new markets, try re-creating different pieces and taking new approaches. Chances are, if you take an in-depth look at your content, there will be things to change.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">2. However much you know about your audience, it isn’t enough. Keep digging.\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Our efforts aren’t valuable if they don’t meet the needs and expectations of our audience. Knowing this, it’s important to put in the extra effort to evaluate the market and re-test our methods.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">We might have a good idea of who our audience is and what they’re all about, but that’s not enough. People move, they age, they change and their needs evolve. If we lock them into a category, we’re bound to fail.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">As a general rule, it’s important to gather information such as age, location and interests. Of course, you’ll want different customer data than other brands, so personalize your research.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">If you want to discover new information about a specific market, there are tools that give detailed insight. \u003Ca href=\"https:\u002F\u002Fsparktoro.com\u002F\" target=\"_blank\" rel=\"noopener\">\u003Cstrong>SparkToro\u003C\u002Fstrong>\u003C\u002Fa>, for example, informs you of significant choices your target audience makes.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"319\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191618\u002Fbrand-image-43.png\" alt=\"The SparkToro website.\" class=\"wp-image-46030\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191618\u002Fbrand-image-43.png 600w, \u002Fcdn\u002Fen\u002F2020\u002F01\u002F19191618\u002Fbrand-image-43-450x239.png 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">SparkToro removes the need for extensive surveys and exhaustive research. Instead, it delivers information about your target market, such as what types of articles they read, videos they watch and profiles they follow.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Our team recently used SparkToro and found it was very useful, saving time we otherwise would have spent researching on our own.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">3. Pinpoint optimal brand visuals and don’t stray too far\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">“\u003Cem>Design is the silent ambassador of your brand.\u003C\u002Fem>” – Paul Rand\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Using an example that we mentioned earlier, Cabela’s uses color schemes that represent the outdoors. Their logos and other brand elements blend into nature.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"262\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190815\u002Fbrand-image-60.jpg\" alt=\"An infographic about color usage.\" class=\"wp-image-48886\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190815\u002Fbrand-image-60.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190815\u002Fbrand-image-60-450x197.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Similarly, we want to thrive for visuals that represent our brand image.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Similarly, we want to thrive for visuals that represent our image. If a customer feels a certain way about us, try to match and uphold that feeling with our logos and other brand elements.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Once we’ve locked in a distinct group of visuals that work well, minimize any changes surrounding it.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190817\u002Fbrand-image-55.jpg\" alt=\"A colorful group of letters.\" class=\"wp-image-48875\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190817\u002Fbrand-image-55.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190817\u002Fbrand-image-55-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">While it’s fine to make changes to your visuals from time-to-time, they should be within reason and not destroy someone’s image of your brand.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">4. Marketing tactics: The right message in the wrong place is the wrong message\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">It’s impossible to boost brand success without an effective marketing plan. Once you’ve narrowed your target market, it’s time to reach them through carefully-constructed content and campaigns.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">However, the right message is only as good as the medium it’s on. If you’re targeting SUV drivers on Instagram, but research has shown almost no SUV owners use Instagram, it won’t matter how creative the campaign.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190816\u002Fbrand-image-56.jpg\" alt=\"An SUV on the road.\" class=\"wp-image-48877\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190816\u002Fbrand-image-56.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190816\u002Fbrand-image-56-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Once you’re on the right medium and targeting the correct audience, feel free to get creative. As we see time and time again, brands willing to distance themselves from the norm break out with successful campaigns.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">5. Ask yourself if your current brand persona is working\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">\u003Ca href=\"\u002Fblog\u002Fbrand-persona\" rel=\"noopener noreferrer\">\u003Cstrong>Brand persona\u003C\u002Fstrong>\u003C\u002Fa> is the personification of a brand through specific values and character. It is the human face of a brand.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190816\u002Fbrand-image-57.jpg\" alt=\"A picture of five different faces.\" class=\"wp-image-48879\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190816\u002Fbrand-image-57.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F06\u002F19190816\u002Fbrand-image-57-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Oftentimes we build a brand persona that matches our image, but doesn’t connect with audiences. Even though it’s not logical, we have to respect the results and adjust.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Our brand persona may have grown outdated, or it’s possible that our audience has changed. Whatever the case, this type of re-evaluation and adjustment is essential for brand growth.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-10--tying-everything-together\">Tying everything together\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">We can greatly influence our brand image. However, we can’t, no matter how hard we try, have ultimate control over it. Accepting this reality is key to a better image.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Be willing to try new things, get creative and take extra research time to truly understand how to push for a more impactful brand.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Ca href=\"\u002Febooks\u002Fessential-guide-brand-management\u002F?utm_source=page_blog&utm_medium=content_cta&utm_campaign=canto_content_fy25&utm_content=page_brand_image\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"850\" height=\"250\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post.png\" alt=\"CTA image promoting a free guide titled "The Essential Guide to Brand Management," featuring a stylish woman in a cream sweater, color swatches, and UI elements that reflect digital brand management tools.\" class=\"wp-image-70168\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post.png 850w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post-450x132.png 450w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post-768x226.png 768w\" \u002F>\u003C\u002Fa>\u003C\u002Ffigure>",12,{"url":20,"url_md":21,"alt":22,"height":23,"width":24},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F06\u002F19192722\u002Fbrand-image-22.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F06\u002F19192722\u002Fbrand-image-22-450x300.jpg","Wooden dominoes with a message.",533,800,[26],{"id":27,"slug":27,"title":28,"path":29},"branding","Branding","\u002Fpost-category\u002Fbranding\u002F",[31,38,45],{"featuredImage":32,"postId":33,"slug":34,"title":35,"description":36,"path":37},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19190720\u002Fbest-branding-podcasts-13-450x263.jpg",39697,"best-branding-podcasts","Secrets in audio form: The best branding podcasts of 2021","Podcasts are a blooming medium with hidden gems everywhere. This article delivers the 7 best branding podcasts right to you.","\u002Fblog\u002Fbest-branding-podcasts\u002F",{"featuredImage":39,"postId":40,"slug":41,"title":42,"description":43,"path":44},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190956\u002Fbrand-resonance-model-9-450x283.jpg",20477,"brand-resonance-model","Brand resonance: How to build lasting customer connections with the Brand Resonance Model","Learn how to leverage the Brand Resonance Model to create impactful marketing strategies that foster customer loyalty and emotional connections. Read more!","\u002Fblog\u002Fbrand-resonance-model\u002F",{"featuredImage":46,"postId":47,"slug":48,"title":49,"description":50,"path":51},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F05\u002F19191747\u002Flinkedin-marketing-solutions-450x300.jpg",45128,"linkedin-marketing-solutions","Promote your brand with LinkedIn marketing solutions","Seek new ways to expand your brand’s outreach. LinkedIn has endless possibilities to do so. Here are some key LinkedIn marketing solutions to consider.","\u002Fblog\u002Flinkedin-marketing-solutions\u002F",{"left":53,"top":53,"width":54,"height":54,"rotate":53,"vFlip":55,"hFlip":55,"body":56},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 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d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1787137042323]