Branding – What’s It All About: Part 2 – Brand Image

5 mins read

This article explains what your brand name is all about, including your brand personality, brand voice, and vocabulary.

Think of your favourite company. As you picture the products you like and the services you enjoy receiving, there will be a certain feeling you get. You may not be able to put your finger on the feeling, yet it’s there. That feeling is created through your experience with that company’s specific brand, and it’s what keeps consumers coming back for more. From the packaging of their products, their logo, the tone of their e-mails, and the fonts they use, everything consistently reflects the exact experience the brand is wanting to create; and that is what branding is all about.

Branding is a very important aspect of a business’s marketing strategy, and there are many elements that go into defining and maintaining a brand. We have broken down some of the most important elements of branding into 3 easy to follow articles. Here is our explanation on the second element of branding: Brand Image.

Brand Image

Your brand image is the perception of your brand in the mind of your consumer. This includes the intangibles of your brand; the elements that you can’t quite see, yet are powerfully present.

1. Personality

Your brand personality is a set of human characteristics that are associated with your brand and will shape the way people feel about your products and services; it is what makes your business human in the eyes of potential consumers. Having consistent traits that your consumers enjoy creates an effective brand personality which becomes something that they can relate to. Consumers are more likely to purchase from a brand that’s personality is similar to their own. Your brand’s personality answers the question of “what would your brand be like as a person?”

2. Brand Voice

Brand voice is the written, audio and video style of your business. Your brand personality should be a factor in the tone of voice you are using in your content. Different pieces of content may call for different writing styles or voices. An educational article may have a more informative tone than a celebrity news article.

Depending on the target audience you are writing for, your brand voice may also change tone. For example, if you are writing content to target an audience of CEO’s and executives, you will be using a different tone than if you were targeting students.

3. Vocabulary

The language you use needs to be a direct reflection of your brand personality and voice. The words you are using need to support the emotions you are trying to convey to your consumers. Consumers can become frustrated and upset when they do not understand what is being presented to them. If your company uses any unique language or words, it’s a great idea to share some sort of dictionary with your consumers so they can learn your lingo and what to expect.

Defining Your Brand

Defining your brand can be a journey of business self-discovery within itself. As you have read above, there are an extensive number of elements and details that go into creating a brand for your business. When consumers instantly recognize your brand, know who you are and what you stand for, you’ve become more than just a name and a symbol; you’ve become an experience.

With this deeper understanding of branding and brand image, we recommend you take some time to reflect on your company’s understanding of your own brand personality, voice, and the vocabulary that is used. This is a great question to start with: “Are there any steps we can take to create a more defined and clear brand image throughout our company?”

Next up in our series on Branding – What’s It All About: “Part 3 – Brand Identity”.

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