Brands are Valuable. Brand Images are Invaluable.

Any product or company with a name, logo and color scheme can call itself a brand, but that’s only the beginning of creating a brand image, and in turn, real value.

The great brands leap well beyond name and logo, knowing that to really inspire their audience they need to create images and stories that truly bring the brand to life. The best dig deep, embodying the uniqueness of the product or service in such a way as to connect with the audience on an emotional level so the good feelings resonate long after the purchase. In time, the most successful brands are not only welcomed into our world but we feel pride and show loyalty towards them as well. Calling it a relationship isn’t far off the mark, and it goes well beyond dollars and cents.

“At its heart, brand image is the personality cultivated and the promise communicated to the customer. It’s what they relate to, and what they believe the brand is all about. ”

But creating the right Brand Image is no small feat, and although it may start with the product attributes in mind, it invariably requires a deeper understanding of the target audience and competitive arena in order to come up with the Big Idea. That idea must embody the desires of the target audience and not only allow them to dream, but ultimately envision “what could be”.

Brand Images Give and Give and Give...

A strong Brand Image can prove its worth on so many levels. Beyond increasing the value of the brand itself and in turn that of the the overall company, the positive effect on monthly sales & revenue cannot be underestimated. Add to that the ability to challenge the competition, aid in attracting top talent, and better position the brand in the event of an economic downturn, it’s pretty obvious the right brand image has the power to impact far more than the bottom line.

I challenge you to push beyond your notions of “Brand” and instead imagine the potential of harnessing a great Brand Image. When done right, it inspires bigger thinking, more insightful concept development and will pay dividends well beyond your wildest expectations.