Why brand image matters so much


Why do you buy from a specific brand? We can think of a number of reasons which determine us to choose one shop or company over another. But, besides the proximity factor, all of us tend to go back to the tried and tested for a reason. We base our spending behaviours on value, and trust.

As professional experience and available data show, consumers today choose where to spend their money based on certain factors. A clear brand image and message rank high in the list. With the expansion of social media and the online environment, this doesn’t come as a surprise. We live under constant pressure from informational overload. Hence, brands need to stand out and build trust, or they will drown in this ocean of websites and social platforms.

In the age of Facebook and Instagram, consumers relate in a more personal way to the brands they buy from. While their general trust in businesses declines, they seek for those brands with a more human, authentic, relatable face. They prefer to know and trust the seller, they research and test before giving that trust.

Build brand image as you build personal reputation

If you are building your brand narrative, what should you focus on?
Luckily, creating and sharing good quality, informative, valuable content supports your brand’s efforts to build trust. The diversity of tools available, ranging from some completely free to paid software, offers us the support necessary to produce this content.

On your quest to catch people’s attention and win their trust, you need to remember the following:

  1. Be transparent.
    Nothing will drive customers away more than the thought you are hiding something or trying to deceive them, one way or another.

    This also means businesses need to admit when they make a mistake. This is only human, and putting effort into fixing what went wrong will only gain appreciation. 
  2. Be consistent.
    Changing your brand personality weekly will work against you.
    Firstly, it will confuse customers as to who you are.
    Secondly, it will give the impression of amateurism, and of being confused yourself. And that stands at the opposite end from where you want your business to be – the authority in your industry. 
  3. Be approachable.
    The most popular and positive people out there come across as open to interaction, and willing to help. Why would it be different for a business in the age of social media?

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