Brand Image and Brand Loyalty
Owning a brand is the inevitable outcome of running a business.
You cannot have a corporate brand identity in the business industry if you do not have a name to represent your trade.
But most importantly, a well-managed brand image can become a source of sustainable profitability.
It is unfortunate that not all businesses are aware of this prospect and often squander their potential in other costly practices just to spike up their revenues temporarily.
But those that acknowledge the unlimited power of brand Image can become the captains of the industry in whichever trade they select.
The footwear Mogul ‘Nike’, made its Swoosh from just a check mark on its products same McDonald’s arched ‘M’ became its emblem of fast food superiority.
Brand image and brand loyalty have a cohesive relation.
Without a sustainable brand image, there is no brand loyalty.
Establishing your products or services as a brand allows the customers to remember the name or logo.
So, next time when they have to buy from the same manufacturer they only need to write its name and browse relevant products.
Most of the eCommerce website utilises the popularity of brands by listing products from the top producers and allowing customers to shop by brand.
It enables them to gain consumer trust and boost sales.
Any online store can easily incorporate navigational aid for searching and shopping products by its brands according to the application they use.
The Magento Brand Page Extension is a recommended tool for the merchants and sellers reaching out their consumers through Magento forum, whereas WooCommerce and PrestaShop users can also find alternative solutions from their respective marketplaces for plugins and modules.
Why is Brand Image Associated with Brand Loyalty?
Consider yourself selling a product in the market alongside competitors.
There are features you offer in your products, but the brand image that your company brings to the table can be invaluable to your customers.
Surely there might be advantages regarding the lower price for higher features and all, but any customer aware of a populous brand that has it going on the physical and online shopping will be preferred above all by the client.
This is where you must hit hard.
Establishing a brand image can become the core to harvesting brand loyalty from customers which can turn up a frenzy of revenues for your company.
Why is it important to think like a client?
I have been in internet marketing for five years, and one that I have learned from my experience is to always think like a customer.
The first step in building the brand is to first think like a client.
To understand a customer’s obsession with the names, you have to step in customer’s shoes and think as they do.
The primary and foremost wish of an average buyer is a comfort, happiness and satisfaction, all materialistically and idealistically achievable.
If a certain brand ensures to deliver all of these fundamentals consistently to the consumer, the consumer tends to establish a strong opinion about the name and keeps it the primary source of its particular supplies.
The best thing about investing in a brand image is not just the cost effectiveness, but its unlimited potential to win the customer base that can last for centuries.
Here are five simple tips that you must use for building a brand image to increase your brand loyalty and revenues.
1 — Determine your brand’s target audience
Defining your audience that you will be focusing on is the first step in building a successful visual brand identity.
Don’t underestimate the value of “Go where the customer is”.
When brand building, keep in mind who exactly you are trying to reach.
Don’t send email and brochures unnecessarily.
Your content and products may be irrelevant for many people who are receiving your email.
This destroys the company’s reputation.
May be they were likely to become your customers shortly, but now they got so annoyed that they have no interest in whatever you are offering.
You must wait for the right time to pitch your customers.
2 — Pick a company logo design
First things first, before you plan on making your business great and marketing savvy, you must choose a brand logo design.
A brand logo is a symbol or emblem that represents a company in all mediums.
It’s a speechless advocate of a product that promises the quality and standard a vendor is willing to provide.
Without a logo, no company can establish itself in an economic environment especially the online platform.
So, to pick a logo, there are three key factors that must be in place
The design of your logo is the appeal that draws consumer towards your products.
It could be high-end design tailored by your dedicated graphic designer, or just an off the shelf design with a little brush on the edges to make it shine.
It is recommended to choose one that represents your company’s goals or heritage.
A logo that makes a connection can be a sign of royalty, a quality that brand loyal customers admire.
Numbers and Text
It is not necessary that your logo include a textual representation of your company’s name.
Nike has a check mark and McDonald’s use their first initial.
Consult your designer to advise and suggest the aesthetics that can make your logo stand out among competitors.
Colour can be set according to your preferences.
Most companies use the psychology of colour to determine which palette is suitable for representing their trade.
A bank, for instance, would ideally use blue as it sends message of warmth and trust, something bank is envisioned to provide its customers
3 — Right Advertising
Advertising is a form of communication with consumers and reaching them out.
It includes advertisement, sales promotion, and personal selling.
Advertising creates consumers’ image towards the brand, change beliefs and their attitude towards the brands and change purchasing behaviour.
The right advertising helps to deliver the ideas, perceptions in the minds of consumers and products distinction against other brands.
So well prepared and effective advertising can attract brand switchers or inconsistent consumers to become brand loyal.
4 — Eco-friendly Reputation
Selling with ethics is rare, but highly admired by customers.
Your brand image should not always be about commerce and making profits, a brand that does more than that is never sidelined.
IKEA, a furniture brand, for instance, is all about promoting a green environment.
Now, a company that cuts trees to make profits cannot just tell others to save the environment.
But through eco-friendly practices and consumer comfort strategies, IKEA has developed its image as an environment loving company that uses its production to help the ecosystem.
Moreover, they do.
IKEA was among the first companies to have introduced LED bulbs in their working environments while 90% of their buildings in the USA is run by solar energy.
So far as trees are concerned, IKEA has played nearly 2.4 million trees in American forests, more than what they have harvested.
Sustaining and preserving healthy norms in society is also an important factor that affects brand loyalty.
Previously we observed that Pepsi suffered a lot when there was news that it misbehaves with its employees.
A clothing brand saw a major setback in sales when they violated the environmental protection laws.
These factors affect customer’s loyalty with the brand.
This is why Reputed Brands invest a lot in social welfare work to buy customer loyalty towards their brand, which then increases their sales.
So you need to invest in brand loyalty campaigns now more than ever.
5 — Customer Care
The brand image of a company is often judged by how they treat their customer, especially when they are in need.
This is not just a responsibility an organisation has to their clients, but an opportunity to ignite brand evangelism.
A customer that appreciates the trust and care a name has given them for the price they have paid will most certainly tell others in their circles about its greatness.
This helps generate an endless chain of marketing that not only strengthens the bond of the existing customer’s but also invites others to the fold without a penny from your pocket.
Maintaining a spotless track record of customer care through return policies, answering queries, providing refunds and using other channels such as e-commerce to help customers in live chat and FAQs is the first step.
All these combined can become a formidable force of brand evangelism that will raise your revenues up to the charts.
According to Keller (2003), Brand awareness is the ability of consumers that identify the name in different situations.
Brand awareness is a facet of brand knowledge that has been widely researched.
Author Bio: Simon Walker is a professional eCommerce Consultant with over seven years of experience. He is currently working for FME Addons — which is a Web Design Company. He is also consulting businesses to help increase their online exposure and conversions.
If you wish to discuss how we can develop your brand or provide graphic design for your product or business, email us: firstname.lastname@example.org