Managing perception of your company is more than just slapping a logo on a product or creating a solid website. To build and maintain a strong brand image, you’ll want to use all the tools at your disposal. Here are seven brand-imaging opportunities that are often overlooked.
Customize your office space
Customers and employees interact with your brand whenever they’re in your office. That’s why your office space offers a great opportunity to reinforce your brand image. As designer Brian Brendisi puts it, “a good brand … creates an immersive experience for every person who enters [the] workplace.” For more, check out our previous posts on how technology and other office features can convey your brand image and core values.
Look beyond the logo
An eye-catching logo is essential, but often companies rely too much on this one image as a branding tool. To truly create a strong brand image, you need to look beyond the logo. As branding expert Martin Lindstrom says, “today, what counts far more than a puma, a monkey, or a snarling aardvark is the cross-sensory experience your brand offers.” As an exercise, Lindstrom suggests removing your logo from company communications. Is your brand identity still recognizable?
Empower your employees to be brand ambassadors
As this Business 2 Community article notes, “employees may be your best untapped brand advocates.” Some even argue that branding is more important to employees than to customers. Empowering your employees to share their enthusiasm for your company is a low-cost and effective way to promote your desired brand image. For more on creating a brand ambassador program for employees, see these steps from Social Media Examiner.
Leverage the networks of your most satisfied customers
Much like employees, satisfied customers can have a huge impact on how others see your brand. From word of mouth and social media to online reviews and testimonials, consumers have an ever-expanding range of opportunities to share their thoughts about your company. Channel your happy customers’ positive vibes by encouraging them to provide testimonials, refer your product to their friends, and share your content on social media.
Be strategic and creative on social media
Most companies use social media these days, but not always as effectively as they could. Don’t overlook the power of leveraging influencers, running paid campaigns, and sharing content that your customers find valuable. When planning your social strategy, keep in mind, as this Entrepreneur article suggests, that “every single piece of content you share should support your brand image.”
“Get out, join, and volunteer”
When building a personal brand, people are often advised to get out into the world by volunteering, networking, and joining groups. The same strategies can work for building your company’s brand. Make connections with stakeholders and relevant groups and businesses as a way to convey your company’s image to others.
Harness the power of video
Especially with the rise of mobile, video is an incredibly powerful branding tool. It offers a unique and dynamic format for connecting with current and future customers. Video marketer Rob Ciampa emphasizes the importance of selecting the right video platforms and making sure the person in charge has a deep understanding of both your company and your audience. Does your brand image need a tune-up? Explore more tips and tricks.