There are several aspects to consider when you want to build a successful business, but one that’s surprisingly underrated is your brand image.
While it’s vital that the core fundamentals of your company such as the product, the team, the internal systems, and the customer service are at a high level, in the modern world, you’ll need more to be successful than just these basics.
We live in a personality-led economy where people enjoy buying from other people rather than faceless and boring corporations. Just look at the sudden rise in influencer and content marketing rather than traditional advertising methods as testament to the incredible power of personality in business.
So how can you improve your brand image? Well, the answer to that question is both incredibly simple and terribly complicated at the same time.
There are several fundamentals that you can focus on which will help you to grow a powerful brand identity, but there’s no guarantee of immediate results. Regardless, here are some helpful tips that will help you to improve the brand image of your company:
Make sure you’ve invested enough into the business
The most important piece of advice to remember when you’re trying to grow a strong brand image is that the business fundamentals have to be right.
The saying goes that you can’t flog a dead horse, and the same goes for your business. If the core product is below par, or your customer service team is rude and unorganized, no amount of Instagram followers or marketing spend will save you.
This even goes for your physical premises if you have one. Say the building is looking old and tired, the roof is falling apart, and the paint is peeling. The message it sends out can’t be covered up by brand marketing, so make sure you invest in the essentials like a commercial roofing contractor.
Ultimately, this will make your life infinitely easier when it comes to positioning your brand.
Provide a better service than your competitors
Following on from the previous point, you need to make sure that the overall product or service you’re offering your customers makes all your competitors look second-rate.
Brand image is only ever an amplifier to the quality of your service and the need for it. If there’s no demand for what you do, no one is going to care about your brand.
Once your product is market leading, you’ll find it far easier to sell, and to create a narrative around it.
Don’t be afraid to stand out from the crowd
Lastly, you need to make sure that your brand is positioned well away from your rivals. You need to ensure that you stand out from the crowd in every way, from messaging to logo to ethos to product packaging.
You need to see what your competitors are doing and run in the opposite direction from it. This will enable you to stand out and position yourself in your own mini market of one.