What is Image Marketing?

A simpler definition of brand image might be: the customers perception of a brand, either based on his or her interactions and experiences with a brand, or his belief about what a brand might be. All these, if taken together, result in the brands personality, which ultimately gives rise to a brands image, as customers interact with or learn about its brand.

The brand image can be defined as a brands perception of itself in the customers mind. There are times where potential customers develop a picture of the brand in their head after reading about a brand on news outlets, or watching an influencer comment on the brand. Since customers may hold varying opinions about your brand, it is essential that you strive to keep a cohesive image for your brand.

Defining your brands personality and brand image will ensure consistency in marketing and branding. Inconsistencies in values hurts your brand image, which is why you should determine your goals before marketing your brand.

To create a good image marketing strategy, you need to become aware of the ways that your job is different, identify the type of person most likely to buy from you, and then build products, services, and image marketing that appeal to them.

If you are designing a promotional post for a natural juice brand, and their images and logos use red as their dominant color, you could use the photograph of a young woman on a strawberry farm to integrate product, lifestyle elements, subject matter, and red without being overtly obvious. With the knowledge of the core consumer groups in the city center, you can develop a suitable branding for the area, as well as effective marketing programs to convey the unique qualities of the city center.