Attractive brand image: how to strengthen your identity

Have you ever hesitated between buying two identical products? In the end, what made you choose one over the other? Think about it — it probably wasn’t just the price… Maybe it was the sense of security and transparency the website gave you, its original design, its concise and clear messages on social media…? All of that says much more than the price and requires constant work behind the construction of brand image. 

If you’re interested in everything related to branding and creating brand values to extend them across all aspects of the company — keep reading!

Introduction to brand image creation: Why is it so important?

Building a consolidated, strong, and well-defined brand is essential to reach your target audience — the one you’ve previously defined with the characteristics that interest you most.

But what exactly is brand image, and why is it so essential? It’s the perception that consumers have of a brand. It goes beyond the logo and is built through customer experience, marketing messages, product quality, and other elements. That’s why working on brand image is crucial — it directly influences consumer preference and loyalty.

A strong and positive brand image builds trust, differentiates the brand from competitors, and can motivate customers to choose and recommend it. Moreover, a good brand image can facilitate the introduction of new products and contribute to the company’s long-term success.

Is brand image the same as brand identity?

The short answer is no, they’re not the same — but let’s better explain the difference between these two often-confused concepts: while brand identity is the controlled and planned version of how the brand wants to be seen, brand image is the real perception experienced by consumers. Both are fundamental to building and maintaining a successful brand.

Brand image is how consumers perceive and experience the brand. It’s the emotional and cognitive response they have toward the brand’s products, services, and messages. However, it’s not entirely random. Brand image is developed through brand identity, marketing actions, corporate policies, and the quality of products or services offered, formed over time through consumer interaction with all these aspects.

On the other hand, brand identity refers to how the brand sees itself, how it wants to be perceived, and the visual and verbal elements it uses to represent itself. It includes aspects like the logo, corporate colors, tone of voice, brand values, and mission. Identity is under the company’s control, and significant effort must be made to ensure the image aligns with the values the brand wants to convey.

How to extend brand image and brand identity to a company’s social media

Today, there’s one rule for every company that wants to be successful and have a long professional trajectory: they must have an online presence — especially on social media. These platforms are an essential channel of communication that’s both efficient and direct with users, as well as a perfect opportunity for active listening and impactful advertising campaigns. However, for any social media strategy to succeed, you first need to work on your brand image on these channels. Let’s see how to establish your brand image step by step!

• Define brand identity: establish the company’s visual (logo, colors, typography) and verbal (tone of voice, key messages) identity.
• Select platforms: identify online platforms relevant to your industry and target audience (e.g., LinkedIn, Facebook, Instagram, Twitter).
• Create consistent profiles: use the same username, logo, and description across all platforms to maintain brand consistency.
• Optimize profiles: fill in all profile fields, including detailed company information, website links, and contact data.
• Use brand visual elements: upload a high-resolution logo and consistently apply the brand’s colors and visual elements.
• Develop attractive visual content: share images and graphics that reflect the brand’s identity. Ensure all visuals are high quality.
• Define a content strategy: plan what type of content you’ll share and how often. Make sure it aligns with the brand’s identity and values.
• Engage with your audience: respond to comments and messages professionally and participate in relevant industry conversations.
• Post regularly: maintain an active presence by regularly sharing valuable and interesting content for your audience.
• Monitor analytics: use analytics tools provided by the platforms to evaluate your profile performance and adjust your strategy accordingly.
• Request testimonials and reviews: encourage satisfied customers to leave testimonials and reviews on your profiles, strengthening brand reputation.
• Promote profiles: include links to your profiles on your website, emails, and other marketing channels.

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