What Is Brand Image (and Why It Matters More Than You Think)

Brand image is one of the cornerstone concepts in marketing, but it’s often misunderstood or oversimplified. It’s not just a fancy marketing buzzword: it’s the heart of how your customers perceive your business, influencing everything from buying decisions to loyalty and even word-of-mouth promotion.

Brand Image vs. Brand Identity: What’s the difference?

The terms brand image and brand identity are often used interchangeably, but they represent two different concepts.

• Brand Identity is what a company intentionally creates: logos, color palettes, typography, messaging, mission, and values. It’s the “face” of the brand as designed by the business.
  
  
• Brand Image, on the other hand, is the perception customers and the public have about the brand. It’s influenced by the brand identity and external factors such as customer experiences, reviews, and media coverage.
  
  

In other words, brand identity is the story you tell about your brand. Brand image is how people interpret and remember that story. Ultimately, you need to ask yourself two questions: “What story are we telling?” and “How does the audience feel about the story we tell?

The best brands align their brand identity and image closely, ensuring that what they want to communicate is exactly how customers perceive them. Misalignment can be costly—for example, a brand that tries to project luxury but delivers subpar service will confuse and disappoint customers, weakening its image.

Why Brand Image Is More Than Just a Pretty Picture

Think about two competing brands in the same market. They sell similar products, have comparable prices, and maybe even identical quality. Yet, one thrives while the other struggles. Often, the difference lies in brand image. A strong, positive brand image can be a business’s greatest asset because it creates emotional connections with customers beyond logic or price.

A powerful brand image builds trust. When customers feel confident that a brand delivers on its promises, they will likely become repeat buyers and recommend it to others. In contrast, a weak or negative brand image can damage sales and make customer retention a constant battle.

For instance, think of Apple. Its brand image evokes innovation, premium quality, and a sleek lifestyle. People don’t just buy Apple products for the hardware; they buy into the image and identity the brand represents. That’s the magic of effective brand image marketing.

And now that we are talking about Apple, a great example of why they have one of the strongest brands out there is this video where, even before Steve Jobs knew it, a journalist tells him she would love “iPhone” if it were to exist:

The funny thing about this anecdote isn’t that Jobs was probably already working on an iPhone: it’s that the reporter, even without knowing the unreleased product would be called like that (or even exist), assumed there would be an “iPhone”, following the success of the iPod, and got the name right. Apple named it “iPhone” because it couldn’t be called something else: it was only natural due to the brand image they had worked on for years. 

However, a strong brand image not only benefits giant companies. Small businesses and startups can leverage a carefully crafted image to carve out their niche, stand out in crowded markets, and build lasting customer relationships. Remember, brand image isn’t about being flashy; it’s about being memorable and trustworthy.

How to Create a Brand Image That Resonates

Understanding brand image is just the first step. The real challenge lies in creating a brand image that sticks in the minds of your audience and makes them choose you over competitors.

Here are some key strategies:

Define Your Brand Personality and Values

Your brand image should reflect who you are and what you stand for. Are you fun and quirky? Reliable and professional? Eco-conscious and socially responsible? Establishing a clear personality helps your audience relate to your brand on a human level. Consider what channels you’ll start your brand image campaign with: content marketing is always a good option due to its low cost and easy replicability.

Take Notion, for example. Its brand image centers on simplicity and customization, empowering users to shape their own workflows. This strong value proposition attracts customers who value flexibility and control, positioning Notion not just as a productivity tool, but as a creative canvas for organizing both work and life.

Consistency Is King

From your logo and website design to your tone of voice and customer service, consistency builds familiarity and trust. When every touchpoint reflects your brand identity, customers know what to expect and feel comfortable choosing you.

Think about Coca-Cola’s signature red and classic font. They’ve remained consistent for decades, helping cement their timeless, joyful, and refreshing brand image. Every time you have a Coke, it tastes the same as when you were 10 or 30, even if the recipe has changed over the years. That’s the magic of a brand image built on consistency—not just in visual elements like logos or colors, but in how you consistently reflect your core value proposition. That’s what ties everything together: your messaging, the products you launch, and the experience you create. 

Deliver On Your Promise Every Time

Brand image isn’t just about how you look or sound; it’s about how you perform. Consistently delivering quality products and excellent customer experiences strengthens your reputation and builds loyalty.

If your brand promises fast shipping, excellent customer service, or innovative features, make sure you follow through. Broken promises can quickly erode trust. 

Tell Your Story Through Brand Image Marketing

Effective brand image marketing goes beyond product features. It weaves a narrative highlighting your values, mission, and the unique benefits your brand offers. Storytelling creates emotional connections and turns customers into advocates.

Brands like Airbnb excel here. They don’t just sell accommodation; they sell the story of belonging anywhere in the world. This story-driven marketing shapes a powerful brand image that resonates globally.

Engage Authentically with Your Audience

In today’s digital age, customer engagement happens everywhere: social media, forums, review sites, and more. Being genuine, responsive, and transparent helps build a positive brand image that customers trust.

Brands that listen, respond to feedback, and show personality foster stronger connections. Consider how brands like Wendy’s or Glossier use social media to engage in playful, authentic conversations with their audiences. This conversations should always be organic concerning your brand: Wendy’s can afford to post jokes on X, but if Dom Perignon were to lose its classy tone to show itself as a “modern” brand (whatever that is) they would probably be aiming for total failure (and a loss of respect). 

This is a great example of engagement. Yet, do you remember this one?

It took Burger King seventeen hours to delete the original two posts. Some may have found it funny, and maybe if the brand insisted, they could have gotten away with it. Nonetheless, they decided to step back to preserve their brand image. Did they, though? IMO, the whole affair just left them pretty hurt. 

Monitor and Adapt Your Brand Image Over Time

Your brand image is dynamic. Monitor customer feedback, social mentions, and market trends to ensure your brand perception aligns with your goals. Don’t hesitate to refresh your branding when necessary.

Market conditions change, audiences evolve, and so should your brand image. Nike’s shift toward more socially conscious messaging exemplifies a brand adapting its image to contemporary values, thus staying relevant and resonant, yet keeping its core values at the forefront at all times. 

Why Brand Image Marketing Is Essential

Brand image marketing isn’t just a buzzword. It’s an essential part of building a sustainable business. While traditional marketing focuses on promoting products or services, brand image marketing focuses on shaping how your brand is perceived, creating long-term value.

Consider some famous examples:

• Nike doesn’t just sell shoes; it sells inspiration, determination, and a “just do it” attitude. Its brand image marketing taps into the emotions of athletes and everyday people pushing their limits.
  
  
• Coca-Cola markets happiness and togetherness, making its brand image synonymous with joyful moments shared with your loved ones.
  
  

When you focus on building a strong brand image through marketing, you don’t just gain customers: you build a community of advocates. Our jobs as marketers is harvesting that community.

Can You Improve Brand Image? Yes, and Here’s How

Even well-established brands sometimes need to improve their brand image due to market changes, reputation damage, or shifts in audience expectations. The good news is that brand image is not static; it can evolve and improve with the right strategy (and we certainly know how to do it right). 

Some steps to improve your brand image include:

• Rebranding: Updating your logo, messaging, or visual identity to align with current goals or audiences.
  
  
• Customer Experience Overhaul: Improving service quality, responsiveness, and after-sales support.
  
  
• Transparent Communication: Owning up to mistakes and showing genuine efforts to improve builds credibility.
  
  
• Social Responsibility Initiatives: Demonstrating commitment to causes can positively influence public perception.
  
  
• Engaging Content: Sharing stories, behind-the-scenes looks, and user-generated content helps humanize your brand.
  
  

Your Brand Image Is Your Most Valuable Asset. Don’t trust it to “anyone”

Understanding what is a branding image and actively managing it is crucial for success in today’s competitive market. Your brand image is more than just a pretty logo or clever tagline: it’s the emotional fingerprint you leave on customers’ minds.

Invest time and resources into crafting and maintaining a strong brand image through consistent identity, authentic engagement, quality delivery, and strategic marketing. You won’t be alone in this mission: you can count on us to create your definite brand image applying for a free workshop today. Not ready for such a commitment? Download our brand new, free memo and stay ahead of the curve. 

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