A lot of entrepreneurs and business owners are so focused on the technicalities of running their companies and promoting their products or services that they sometimes ignore how important it is to also build a good image for their brand. Tasks such as securing funding, finding the right partners, hiring and training employees, staying on top of finances, or building a marketing strategy seem much more urgent, and somehow brand image often gets put on the back burner.
It often takes a serious image-related issue for companies to take note of this aspect and finally get proactive about it. It would obviously be a lot better if entrepreneurs realized from the get-go that brand image can make a huge difference to the success of their company, and it’s not just about creating a nice logo, a catchy tagline, or some carefully crafted visuals. Band image encompasses a set of associations that ultimately shape consumers’ perception of the company based on the interactions they’ve had over the course of time.
The bottom line is brand image matters a lot, and it would be a huge mistake to leave it to chance. So, if you want to find out what you can do to boost your company’s image, here are some surefire strategies that can help you step up your game.
Provide quality products and services
No amount of effort or clever strategies will help you build a positive image for your company if there’s no real basis for it. You may provide excellent customer service, or create a unique visual identity for your brand, but if these endeavors are not backed up by quality products/services, everything will be in vain. You can sway customers with smart marketing techniques, but you can’t trick them into thinking your products and services are good if they’re not.
A quality offering is fundamental for building credibility and trust, which is what every company needs to develop a strong image. Good products and services speak for themselves, so as long as you provide real value for your clients, you won’t need to invest as much in advertising. Word-of-mouth will do most of the work for you and you get to reap the rewards.
Build a great website
You have to pay special attention to how your site is perceived in the digital environment, where people conduct most of their activities, and that obviously starts with building a professional website. Think of your business site as a virtual gate to your brand – you have to offer your customers a seamless online experience throughout their entire journey, from the moment they click on your site to the moment they finish their purchase or perform the desired action.
But keep in mind that even if your site checks all the necessary boxes, it won’t help you much if people can’t find it. So, building a solid SEO strategy to help your site rank higher in search results is also something you should take into consideration.
Make sustainability a top priority
Issues such as environmental pollution and climate change have become some of the biggest problems of our time and there’s no denying that corporations and businesses are the main culprits for the current situation. There is a huge need for waste recycling and management to limit the negative impact that companies have on the environment. Therefore, people are now expecting businesses big and small to take action in this respect and start addressing the environmental issues that are plaguing the planet and affect us all.
These days, focusing on sustainability is no longer an option but a necessity and your business has to align with these demands as part of your overall brand strategy. There are multiple steps you can take in this direction, starting with installing recycle bins on company premises, switching to energy-saving appliances, using waste balers and compactors, and obviously training all your employees on sustainability matters.
Choose and communicate your core company values
Core values are the backbone of any company and the pillars of a good brand image. They represent a set of principles and beliefs that drive your business forward and are fundamental for your decision-making process. Company values are closely linked to your why – the reason you’ve created the business in the first place, the goals you hope to achieve, and how you plan to achieve them.
You have to define these guiding principles from the very beginning and make sure everyone, from employees to consumers, is aware of the values your company holds. But talking the talk is not enough – you also have to support and get involved in causes and movements that are in line with the values you’re promoting, otherwise, you’re going to lose credibility.
Keep your employees happy
Everyone knows that happy employees are the most productive employees, but it’s not just a matter of figures and how much work gets done at the end of the day. Employee satisfaction is just as important for brand image and that’s because they are a reflection of your company.
If your employees are satisfied with the environment where they work and the overall ambiance, they will surely talk positively about the company with their friends, family, and acquaintances, contributing to a good brand image. In contrast, if their experiences in the workplace are mostly unfavorable, that will clearly impact your brand’s image in a negative manner.
Connect with customers on a deeper level
The relationship you build with your customers has a big say in the way your company is being perceived by the large audience. Clearly, companies that go the extra mile in establishing a strong connection with their customers and meeting every single one of their demands will have better chances of building a good reputation. Engaging with customers on social media, asking for feedback and acting on it, or providing customized services can make a huge difference in this respect.
Improving your company’s image is not an easy task, nor something that can be accomplished overnight. It takes consistent effort and determination to get there, but the benefits it brings make it well worth the effort.