One of the most important points within an ecommerce is the brand, if you have a good brand image, it will be much easier to get leads, and thus sales. Don't know what brand image is? Don't know how to carry out a brand image study? Don't worry, read on and we will tell you everything you need to know.
We can define brand image as a set of elements that represent the values that a company wants to transmit to its consumers. These elements can include the logo, the corporate colour, the design or the contents, in other words, everything that can transmit the company's values.
The products that a brand offers are important as they are the main element of the company and the quality of these depends on whether the brand is successful or not, but what is really important for the brand image are the emotions that you want to transmit, that is, the feelings that you manage to awaken in consumers just by thinking about your brand. We must not only focus the strategy on selling products, we also sell sensations.
Brand image is the most important element in the long term to get our potential customers to notice us, as this will be the first impression that consumers will have of us, and thanks to this brand image, they will forge an opinion about us.
We have to bear in mind that we cannot tell consumers what they should think of us, but thanks to a lot of marketing, advertising and branding strategies, we will manage to bring to the public the brand image that is closest to us. The actions we carry out as a brand accumulate in the consumer's head, which will help them decide whether or not they trust our products and services. To be able to do all this, what is necessary is to carry out a SWOT analysis in which we can see what weaknesses and strengths exist in our company and in our competitors'.
A brand image study allows us to analyse what our brand image is and to understand what we are transmitting to our real and potential clients. This study helps us to know what place we occupy in people's minds, something that helps us to compare ourselves with the competition.
This study helps us to see if they know our company and if so, if the reputation we have is positive or negative, this helps us a lot to know the value of our brand, something that has an immediate effect on sales and profits, if the value of our brand is positive, we will increase sales and profits, but if in the opposite case is negative, will decrease, which greatly affects the company.
By creating a good brand image study, we will know in a simple way and in a short time if the perception that customers have of your brand is positive or not.
There are a series of factors to take into account when starting a brand image study:
We have to find out if the brand is present in the minds of customers and above all, how they perceive it, whether the image is positive or negative is very important. A survey is a very important element to measure the brand image, there are four factors that will help us to achieve this:
There are four main factors to take into account when conducting a brand image survey, these are four indispensable areas to know your audience and what they think of you:
The aim of this area is to understand what consumers associate with your brand, i.e. what they think of it, and this can be done through different types of questions:
Example: What do you think of when you hear the name of our brand?
Example: Which of these words best defines the brand?
Example: How satisfied do you feel when you consume our brand?
In this area we focus on identifying the feelings that consumers have about the brand.
If we find out how consumers describe the brand to others, we will know how they understand it and how they represent it in their minds.
With this we will understand how positive or negative the consumer's previous experience with the brand has been.
After these tips, if you are thinking of improving your brand image, the best option for this is to carry out a study, this will help you in the best possible way to enter the minds of our potential customers.