BRAND IMAGE

Brand image refers to how a company, brand, service or product is perceived by its various target customers. It stems from the identity portrayed by the brand, including its history, culture, strategic objectives, positioning, competitors, values, communications, etc

A company’s brand image serves as a point of reference, helping to convey a coherent visual identity and guide consumers’ decisions: slogan, website design, logotype, product brand, graphic design, name, etc. Most importantly, it communicates a brand promise which implies that the organization, product or service offers unique potential and characteristics …

Desired image :
This refers to how the company wants to be perceived by its target consumers, and results from the decisions made on positioning. The more legitimate and credible the brand identity, and the better understood by all stakeholders (internal staff, service providers, customers, suppliers, etc.), the closer it will be to its perceived image.

Perceived image :
This reflects the messaging conveyed to the general public by intermediaries, contacts, etc. This image is difficult to control because it may be interpreted in different ways by these intermediaries. They may help to convey a positive image of the company, or conversely, they might distort the information they receive.

True image :
This is the image we think that our customers and partners have of the company. It lies somewhere in between the other two.

Nowadays, brands can build close relationships with their customers through community management, for example. Social media is a fundamental tool for engaging your audience through a community, building a good e-reputation, and promoting a flagship product.

Communicating on social media is not easy, and it can be a double-edged sword. These platforms can make or break a brand’s reputation in a matter of hours.
However, if a company has a coherent digital strategy, it will serve as an important lever for consolidating its position and developing its brand image
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/Choosing the right social network(s) is essential. The company will convey a different brand image depending on which network(s) it uses and the messaging it communicates via these platforms.
/Next, the company will need to choose the name under which its brand or service will be positioned: parent brand, umbrella brand, unbranded campaign, corporate brand, etc…
/The company may take this approach further by communicating via several channels and drawing on the main strengths of each social network. For example: personal branding on LinkedIn, corporate communications on Twitter, unbranded communications on Facebook and product communications on Instagram.

Influencers have become modern-day opinion leaders and are now an integral part of any marketing strategy, helping a brand to target potential customers that it would not be able to reach through more traditional channels (press, TV, radio etc.).

These new media-savvy internet stars have flooded social networks, serving as ambassadors who have already built up a large following. They can raise a brand’s profile via communities that are already well-established and willing to listen.

Many consumers prefer to engage with influencers rather than a brand, believing them to be more trustworthy because they promote products they like and have already tested. As a result, users are more likely to try a product that has been introduced to them by an influencer they already follow and like, rather than by the brand itself.