Company image is what comes to consumer’s minds when they see or hear a brand. According to Kotler, a person who is quite influential in the world of global marketing, corporate image is a set of beliefs or ideas that someone thinks about an object. Therefore, various companies are competing to find ways to build a brand image.
Good or bad company image can depend on many things. Because the company has a fairly broad reach. The various components of the brand image are the attributes of a product (product’s attribute), the benefits that will be obtained by consumers (customer benefits), and the character of the brand (brand personality-if the brand is likened to a human).
A company that wants to have a good image in front of consumers must also start branding early on. Here are various ways to build a brand image in Singapore.
- Define vision & target market
A company that does not know clearly what vision it will realise will certainly be confused along the way. Companies will also not be effective in utilising the resources they have.
Therefore, as soon as the company is formed, determine the vision that the company will achieve. After the vision is clear, then determine the target market to be reached.
- Define character
Companies need a differentiating identity from rival companies. The existence of a different business image will make the company stand out more, especially if the brand created has a unique character. The inherent character of this brand should be maintained until the end to show the consistency of the company.
Determining the character of the brand can indeed be used as a way to build a brand image. It’s good if the company discusses with all ranks to determine the character of the brand they will choose. Try to keep prioritising characteristics and containing various positive values.
- Brand message delivery
After determining the character of the brand, the company needs to convey the character they have prepared to the buyer. Ways that can be done to make this happen are by creating logos, content marketing, creating mascots and slogans.
Brand characters that have been prepared in such a way will be packaged in an embodiment of 2 and 3-dimensional images. It should also contain audio-visual aspects that can influence the psychological side of the buyer.
- Doing promotions
After the logo, mascot, and slogan of a brand are ready and mature enough to be launched to the public, it’s time to carry out the marketing process. The promotion aims to disseminate the results of the company’s work in designing a brand in front of the public through content marketing.
Various media can be used for promotion, ranging from print media such as printing of pvc banners, flyers leaflets to mass media. In addition, marketing media in Singapore can also be launched by becoming a sponsor of an event, then sending brand mascots to appear in front of the audience.
With these various ways, people will get used to the company’s brand. The more often promotional activities are carried out, the more the brand’s character will stick in the public’s memory.
- Continuing consistency
A company that can win the hearts of the people must be able to maintain that position. Consistency made by the company can be done by maintaining product quality, maintaining brand character, maintaining good relations with consumers, and various other aspects. It would be even better if, in the process of maintaining this consistency, the company also does other things that can develop a brand image.
Building a brand image takes various stages and a lot of time. The various descriptions above are ways to build a brand image that is usually carried out by large companies. You can practise these steps in your company so that later it can be famous and become a market leader.
Meta: Building a brand image is one of the absolute things to make a company have a long life. Because the image of a brand is in direct contact with customers. Building a brand image is an important key so that your business can survive in a competitive business environment.