How much time did we spend in front of the mirror before going out on a first date? Personally, a lot... 😍
At that moment it was crucial to dress in a way that created an image able to convey your personality directly, clearly and convincingly.
To attract, of course! But also to avoid misunderstandings that could even lead to a reputational crisis. As the saying goes: "clear terms make for long friendships".
Why should it be any different for a company?
A company also wants to make a good impression and, once it has won you over, keep the relationship lively and fresh.
That is why today I want to talk about a key topic for every business, large or small: brand identity and the image the customer perceives.
First of all, what is brand identity?
Brand identity is simply the way a company wants its target audience to perceive the brand. It refers to the set of distinctive and visual elements that represent the image of a company or a product. These can include the logo, the font, the colors, the graphic style, the images and the tone of voice. It is what we want to communicate and represent through our products, services and communication.
And what is brand image?
Brand image refers to the way customers actually perceive the company, the product or the service. It is the visual and verbal representation of how a company comes across to the outside world.
Your brand is what people say about you when you're not in the room - Jeff Bezos
"Your brand is what people say about you when you're not in the room". This quote from Jeff Bezos, founder of Amazon, stresses that a company's brand is not only what it says about itself, but how others perceive it. Branding goes far beyond having a nice name or logo. You need to think about the overall experience your company offers and the way it wants to be remembered in people's minds and hearts. It is this emotional and perceptual connection that great brands build. 💛💛💛
The challenge for SMEs
For small and medium-sized enterprises, keeping brand identity aligned with the image the customer perceives can be a challenge. Often, because of limited resources and a focus on operations, there is no time to stop and reflect on what the company's values and mission really are. Too often, image and marketing are considered less important than production, with the risk of creating high-quality products that the wider public never hears about.
The importance of constant alignment
For every business, whatever its size, it is essential to keep brand identity and the image perceived by the customer constantly aligned. This not only helps build trust and loyalty among customers, it also helps the company stand out from competitors and create unique added value in the market.
In the world of branding, a company's brand is much more than a logo or a name. It brings together a series of elements that, together, define the company's identity and personality.
- Corporate identity: brand identity includes all the visual and verbal elements that represent the company: the logo, the colors, the typography and the writing style. A cohesive, consistent brand identity helps a company stand out and be recognized among its competitors.
- Purpose and values: a strong brand also has a clear purpose and core values that guide its actions and decisions. Purpose goes beyond simply selling products or services; it reflects the company's broader mission and the impact it wants to have on the world. Values, in turn, are the beliefs and principles that guide the company in its daily activities.
- Customer experience: a strong brand also cares about the experience it offers its customers. This includes everything from the quality of the products or services to customer service and every interaction with the brand across all touchpoints. A positive customer experience creates emotional connections and builds brand loyalty.
Conclusions
In an increasingly competitive and digital world, understanding and effectively managing your brand identity and the image your customers perceive is essential to any company's long-term success.
What a company thinks it communicates and what the customer sees rarely match by chance. MirrorCheck® measures exactly this gap: it compares external perception, corporate identity and business objectives. The method cases show eleven real examples.
Brand identity and perceived image: a challenge for SMEs