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by Jenessa MacKenzie
The phrase "brand image" is becoming ever popular...as it should. There are also some interesting opinions on what it means.. A common misconception is that it is the visual aesthetic of your business. While partly true a better definition would be..
Your brand image is your perceived REPUTATION. Brand image is more than your logo and the colors you use, it is your business identity, its what people ACTUALLY SEE, WHAT THEY HEAR, AND HOW THEY PERCEIVE THE TWO.
Think of "The Fonz" (if you don't know who that is, please Google then binge watch every Happy Days episode ever! )
He drove around on his motorcycle with his leather jacket, all the girls loved him and all the guys wanted to be him. No one messed with him because he "looked tough and acted cool" but more importantly, because they saw how everyone else reacted when they were in his presence. He had a reputation.
Brand image can be easy to overlook or easy to hold you back while you are in the building stages.
If you are in or beyond the building stages and still haven't thought about it then listen up!
Brand image is usually thought of as extra fluff that is not necessary and that it will not add any real value at this point in time, which really leads to you leaving large amounts of cash on the table that could have been in your pocket! Don't get me wrong, you do not need a branding shoot, a perfect website, and everything to match like Barbie's closet to start a biz or to grow it, so DO NOT LET THIS STOP YOU. This is, however, an important thing that you should be building upon as you start and grow.
Here are a few reasons to think about your businesses brand identity now.
Brand Image Builds Credibility The stronger your brand image, the more credible your business becomes. The more credibility your business has the stronger relationship a consumer has with your brand. Being consistent in everything from your business's core values to your visual content bonds your customers to you and helps them understand you.
Brand Image is a First Impression We all know you'll never get a second chance to make a good first impression. This can be anything from your business cards, the cleanliness of your store, your headshot and branding photos, the images on your social media or website, or the friendliness of your employees. First impressions are the key to building a relationship with your customers and other entrepreneurs.
Brand Image Creates Recognition It's not hard to spot a can of Coca-Cola or a McDonald's restaurant. Those companies may make it look simple but it's not that easy to make your brand that recognizable. It's not just about the logo or the tag line, it's about the quality, the expectation, and the credibility. If you don't put forth the effort to have brand consistency though every aspect of your business, it will be very difficult to create something recognizable.
Brand Image Matters... Many business owners are focused on their product or service. While that may be what the physical act of exchanging money is for, that is not all your customers are buying. They are buying what your brand stands for. They are paying for the comfort they can take in feeling like they know, like, and trust you. Be intentional and consistent in all of your branding across the board.
I'd love to hear your thoughts, drop 'em below!
Jenessa is a brand coach and personal brand photographer, and host of the Elevate Podcast specializing in supporting up and coming entrepreneurs who are ready to end their battle with self-sabotage, regain their kick ass confidence and create the business and life of their dreams. Committed to helping others build their dreams from the inside out, Jenessa's mission is to show people how to become who they were created to be, so that they can share their talents with the world and make a difference. She is based just outside Boston Massachusetts in southern New Hampshire and travels all over the world to service coaching and photography clients.