By Dean Schwartz (SWAG Master): We have all heard the saying, “perception is reality.” This is especially true when it comes to your brand image. Your brand is everything. A brand represents the sum of people’s perception of a company’s customer service, reputation, logo, SWAG, and anything else. ALL of these factors matter. Potential customers might love your product, but if you have poor customer service, that might drive them to a competitor.
A strong brand image doesn’t happen by coincidence. Lots of attention is paid to detail and that level of care translates into a strong brand. But why sink so many resources into something so intangible? Here are 4 reasons why a brand image is so important.
4 Reasons Why Brand Image Is So Important
1. Makes an impression – A wise man once said, “you never get a second chance to make a first impression.” It is no different when it comes to business. Often times your first point of contact with a potential customer is your SWAG. Whether its trade show giveaways or shirts your employees are wearing, SWAG can make a huge first impression. Make sure your SWAG is high quality, it tells your current and potential customers that the rest of your products or services are also high quality.
2. Improves recognition – You might think of brand recognition as purely visual, for example, McDonald’s arches or Tiffany blue. But your brand can be recognized by qualitative associations too, such as quality, speed, and reliability. Each company should focus on a handful of visual and qualitative elements and work toward weaving those elements into the DNA of their company.
3. Creates trust – The more often you can deliver on your brand promise with a strong brand image, the easier it will be for consumers to remember your brand and what it stands for. This type of trust is built over time, but it can be one of your strongest assets. When customers can count on you to deliver, they will likely repeat business and recommend you to others.
4. Inspires employees – Your company is only as good as your employees. And the same could be said about your brand. When employees understand your mission and brand, they are more likely to feel pride and work to achieve the goals that have been set.