Brand image
Branding is essentially the work of defining and maintaining an impression you wish to make on people. Thus, the image.
Does your brand look, sound and behave consistently on all its channels, including direct contact with customers? It takes a thorough inventory to diagnose that. Next to this, you need to know what lives in people’s minds. That’s where research comes in.
EXERCISE
Theme
Brand image
Managing perception is the clue of all brand work. The more you have under control, the stronger the brand. Firstly, pinpoint the key association you want to create. Once it's clear how you want to come across, you need to make sure your audience understands it and identifies with it.
01.1
Challenge
Keep the balance between brand core and image
Brands are built like humans. It all starts from the core: values, purpose, personality... Behaviour and all external expressions stem from the core. The goal is to keep who you are in alignment with how others see you. This is achieved through ongoing research: the brand tracking.
01.2
Exercise
Ask people in your non-professional environment what words come to their mind when they think about your brand. Or, if they don't know it well, what comes to their mind when they look at your company's website or product. Is this the answer you'd expect to hear? What's on point? What's unexpected or surprising?
01.3
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