Despite the abundance of information on how to build a brand image since ages, its role in the public relations and communications world has become a hot topic only in the last two decades. This is because the brand image is the manner in which a corporation, company, or business presents itself to the public. Even governments seek specialized PR agencies to manage and update their brand image.
Building a strong brand image and effectively managing the reputation of a brand is the main objective of every PR specialist worth his salt as the value and character of that particular brand is portrayed through its image and it is eventually a mirror in which the key values of the organization are reflected.
Thus, the importance of brand image stems from creating a perception of the brand in the minds of the customers. It is an aggregate of beliefs, ideas, and impressions that the target audience holds regarding the brand. A brand can be perceived differently by different members of the target audience. The formation of a consistent brand image creates positive client behavior towards the brand as reputation is a major goal sought by most companies seeking success. This is why businesses have recognized the importance of studying and measuring brand image in the minds of their clients in order to adopt policies and strategies to improve audience impressions and recognition.
Brand image is significant at the international level in creating an appropriate psychological climate to achieve the objectives, the success of its foreign policy and to promote various aspects of an activity. Building a positive brand image and effective reputation management reflects positively on organizations. This positivity reaches the social reputation of the employees, contributes to their affiliation and even increases their morale, in addition to gaining the support of society and allied institutions.
Academic studies suggest that building a brand image is a cultural process that requires a clear vision, a mind that maintains new developments and a sound awareness of the constant and changing values of society.
For cognitive assertion, the brand image is a process that takes a long time and little effort, clear vision and an open mind.
W7Worldwide, a strategic and media consulting agency, is aware of this vital aspect of corporate communications. It has innovated its own model called “ABC Model,” which aims to help clients achieve their desired media image by building effective communication with their target audience.
The ABC Model helps clients to build their mission that is best suited for their audience.
Furthermore, the Model has contributed to creating brand images for a number of regional and international companies in the housing, technology, air-conditioning and refrigeration sectors.
The ABC Model is based on three main pillars:
- Brand Image Building
In addition to the above, there are supportive steps that contribute to drawing an effective brand roadmap, including but not limited to:
- Analytical Interpretation of the Current Situation
Analytical reports help to study the status quo of the establishment/ individuals at the level of traditional and new media. It is one of the key steps in preparing a strategy for crafting a brand image.
- Exploratory Surveys
To build a positive brand image, it is not enough to focus solely on analytical reports to indicate the current status of the establishment/ individuals. There is another supportive step known as “exploratory surveys,” which is not active in many brand image building plans. It includes monitoring public and specialized opinions in an easy and instant manner by selecting random samples or regular samples.
- Content Methodology Planning
Despite being properly constructed, many media brand image strategies fail in content creation as the content does not fit the brand’s strategic vision. Such an approach does not achieve the desired results.
In conclusion, a well-designed brand image is an extremely important factor in the success of an establishment/ organization, and hence its role in effective PR and communications cannot be overlooked.