What is brand image?
A brand image is a company’s visual business card that communicates its values, personality and special qualities to its target audiences. It encompasses everything from the logo and colour scheme to typography and design elements that together create the first impression of the company. A well-designed brand image is not only aesthetically pleasing, it also supports a company’s marketing strategy and helps it stand out from the competition.
Brand image is important for a company. It:
- Helping customers to identify your company quickly and easily.
- Conveys the core values and character of the company without words.
- Build trust and credibility with potential customers.
The importance of brand image
The visual identity is a vital part of a brand’s identity, as it creates a link between the company and its customers. Here are some key reasons why a well-designed brand image is important:
- Recognisability: a strong visual identity makes your company memorable. When customers recognise a company’s visual identity instantly, it’s the first step towards a long-term relationship.
- Differentiate yourself from your competitors: in the business world, differentiation is essential. A unique and memorable brand image helps you stand out from the crowd.
- Building customer relationships: brand image creates emotions and associations. Positive associations with brand image can strengthen customer relationships and increase customer loyalty.
A well-executed brand image is therefore critical to a company’s success. It not only improves visibility and recognition, but also strengthens customer relationships and helps build trust in the brand. Every company should therefore keep its brand image up to date and ensure that it reflects the company’s current mission and values.
In the light of this information, it is clear that it is worth investing in the design and maintenance of your brand image. It not only helps companies to improve their market position, but also to build lasting customer relationships and drive business growth.
Elements of the brand image
Logo and emblem: the cornerstone of brand recognition
A logo is not just a graphic symbol; it is a key part of a company’s brand identity. Its design requires careful consideration, as the logo must convey the company’s values and differentiate it effectively from its competitors. Hahmo, a Finnish brand design agency, emphasises the importance of the logo for brand recognition:
- Creating a first impression: the logo is often the first point of contact between a potential customer and the brand.
- Memorability: a simple, clear and distinctive logo is easier to remember.
- Coherence: the logo brings together all the brand’s expressions into a single marketing message.
A good logo strengthens brand recognition and creates the basis for effective marketing communication.
Here’s more information on how a brand logo can be an important element.
Colour scheme and typography: expressors of brand personality
Colours and fonts are an essential part of the brand image, as they communicate the company’s character and values. According to Villivision, the choice of colours and typography should be approached strategically:
- Arousing emotions: colours have a strong influence on people’s emotions and behaviour.
- Communicating values: font choices, in turn, communicate the values and attitude of the company, whether it’s reliability, innovation or tradition.
- Brand consistency: the same colour palette and typography across all channels reinforces brand recognition and creates visual consistency.
Each colour and font should therefore support the overall communication objective of the brand and resonate with the target audience.
Illustration and other graphic elements: communication diversifiers
We emphasise the role of illustration and other graphic elements in brand communication:
- A story to tell: graphic elements help to tell your company’s story in a visually appealing way.
- Diversifying communication: they allow for a more varied and dynamic way of communicating, which can improve customer interaction.
- Building brand awareness: a consistent and recognisable visual style builds and reinforces brand awareness in the marketplace.
The use of these elements in brand communication not only makes it more visually appealing, but also improves the message’s reach and comprehensibility.
Taken as a whole, the combination of logo, colours, typography and other graphic elements creates a strong foundation for a brand that stands out in the market and creates an emotional connection with customers. This element of brand building is an investment that will carry well into the future, contributing to the growth and success of the company.
Brand image design and development
The design process: how to create a brand image from start to finish
Creating a brand image is a process that requires careful planning and a deep understanding of the brand values and the target market. Furia, a visual design agency, emphasises the importance of a systematic approach to this process. Here are the key steps that illustrate the brand image design process:
Needs analysis:
- Map the current state and objectives of the brand.
- Understand the expectations and preferences of your target audience.
Developing a strategy:
- Define the brand’s core messages and value base.
- Plan how your brand will stand out from the competition.
Design of visual elements:
- Develop a logo, colour palette and typography that reflect the character of the brand.
- Create illustrations and other graphic elements that complement and reinforce the visual identity.
Prototyping and testing:
- Prepare several design concepts.
- Test concepts with your target audience and collect feedback.
Implementation of the final brand image:
- Make sure that all elements work consistently across channels.
- Train your staff to communicate in line with your brand image.
Monitoring and optimisation:
- Analyse the effectiveness of the brand image and make changes where necessary.
Each of these steps is critical to the success of the brand image, and careful execution will ensure that the end result resonates with the target audience and supports the company’s long-term goals.
Rebranding: when and why
Brand renewal is an essential part of a brand’s life cycle. Changes in market dynamics, company growth or changes in target group expectations can all be reasons for brand renewal. The main reasons for brand renewal are:
- Market changes: as the competitive landscape or consumer preferences change, a brand must adapt to remain relevant.
- Business growth and development: expanding into new markets or launching new products may require a rebrand.
- Technological evolution: the new requirements and opportunities of digital marketing may require an update of the visual identity.
A well-timed and well-executed brand renewal can revitalise a company’s image, increase brand awareness and improve customer loyalty.
Case studies: successful brand image makeovers
We have documented successful brand image renewals that highlight the power of renewal:
- Example 1: A commercial electronics company underwent a complete overhaul to refocus the brand on a younger audience. The redesign included a new logo, colour scheme and marketing materials. This resulted in a significant increase in sales and an improved market position.
- Example 2: A traditional retail brand redesigned its look to meet the expectations of the modern consumer. The redesign included strengthening the digital presence and updating the visual identity, which improved the customer experience and increased traffic to the online store.
These examples show how strategically planned brand renewal can turn a company around and open up new opportunities in the market.
Maintaining and managing brand image
Graphic guidelines: the importance of consistency
The graphic guidelines are the basis for a coherent management of the brand image. The guidelines contain detailed definitions of all visual elements such as logos, colour palettes, fonts and practical applications. The importance of this document in brand management is significant because:
- Consistency: it ensures that the brand looks the same in all contexts, reinforcing brand recognition.
- Quality impression: a coherent look creates a professional and reliable image of the company.
- Efficiency: it speeds up the production of new materials and reduces the possibility of errors.
The guidelines are an important tool for anyone working on a brand, providing clear instructions on how to use the different elements.
Brand consistency: ensuring the integrity of the look and feel
Ensuring brand consistency requires a strategic approach and constant attention. Here are some key strategies for maintaining brand consistency:
- Training and communication: ensure that all employees understand the importance of the brand image and know how to apply the graphic guidelines.
- Technology and tools: take advantage of digital tools such as brand management systems to facilitate the distribution and updating of consistent materials.
- Monitoring and feedback: regular checks and feedback loops help to keep the brand image up to date and identify potential problems at an early stage.
A consistent brand presence across all channels creates trust and builds customer confidence.
Digital branding: characteristics and challenges
In the digital environment, brand image faces unique challenges:
- Diversity of devices and platforms: the brand image needs to work seamlessly across devices and resolutions.
- Fast changes: digital trends change quickly and your brand needs to stay up to date.
- Interactivity: websites and applications must be designed with user experience and interactivity in mind.
The solution is continuous optimisation and updates to ensure that the digital brand image meets modern consumer expectations and technological developments.
Each of these elements – graphic identity, brand consistency and digital branding – is central to a company’s brand strategy. Careful management and maintenance will ensure that the brand image supports the company’s long-term objectives, builds customer trust and drives business growth.
Frequently asked questions
What is brand image?
A brand image is the overall visual identity of a company, including all visual elements such as the logo, colour scheme, typography and graphic elements. These are used to create a coherent and recognisable look that distinguishes the company from its competitors and reinforces its brand. The brand image is not only visual, but also reflects the values and personality of the company, which helps to create a lasting impression on customers.
What is brand communication?
Brand communication is a strategic process in which a company communicates its brand values, identity and promises to its target audience. The aim is to increase brand awareness and create positive images that differentiate the company from its competitors. Brand communication includes all the means and channels through which a company communicates its core brand message, such as advertising, social media, publicity and customer communications. It is a key part of a company’s marketing communications and brand strategy, aimed at building customer loyalty and increasing brand value in the marketplace.
