But not everybody might! So here’s the “definition.”
Brand image is simply the visuals that present your business to the public.
If you want to get really simplistic about it, your brand image is made up of any item that can carry your logo. Items such as:
- business cards
- company vehicle
- rollup banners
- Facebook pages
- coffee mugs
- your branded template for social media posts
and so much more….
As you can see, your brand image is made up of both print (tangible) and digital (online) visuals. ANYTHING that carries your logo or company look is part of your brand image.
What I want to share with you today is that your brand image isn’t just the specific items I listed above. It’s a little more broad, more general than that.
Start thinking of your brand image as that “look” that makes your business recognizable. Think of it as the foundation to build from. It’s a general look that identifies your business as people “see” you from one medium to another.
Here’s an example:
- People recognize your logo because it uses a specific shade of green.
- Then they see that same shade of green prominently featured in your website.
- Then they read your tagline which is on your website.
- Later still, they may see that same tagline stenciled on the side of your company van…
- which will also be that same shade of green.
- And just to round things out, your vehicle sports the same font you’ve been using everywhere else.
This example shows how you can build a recognizable look for your business. Your brand image isn’t made up simply of your logo. It’s the entire visual system.
I often say that brand image is made up of a logo, colours, font(s), and specific image style. Brand image also includes the images you use to support your marketing efforts. Many people use photographs. Others use icons. Others use artistic sketches. Whatever you decide to use, be consistent with it. If you decide that black and white photography works for your business, don’t start using colourful, humorous photos in your ads. It clashes, and because they don’t really go together, people won’t see the connection.
Those are the foundational items that used over time, repeatedly and consistently, create a recognizable look. A look that’s not just unique, but that also separates you from your competition. And that’s where your brand image begins and grows from.
If this whole brand image concept has you confused, you’re not alone. It took me a while to figure it out too. But if you need to talk about it, and help figure out YOUR brand image, all you have to do is email me.