Most people may have heard about brand image. But, there’s another marketing term related to it called brand imagery. Here are the definition and interesting facts about brand imagery that will help you understand it.
What is Brand Imagery?
When you hear the name “BreadTalk”, does it remind you of the scent of fresh bread that fills your sense of smell every time you walk in front of its stores? When you see a McDonald’s restaurant, does it remind you of the red and yellow colors that decorate all of its products? Those are examples of brand imagery. Your senses receive information in the form of color, smell, or sound from your surroundings which may seem unrelated, but they remind you of certain brands.
You already know the definition, now let’s dive into the facts about brand imagery.
Is it the Same as Brand Image?
Even though they look similar, there are differences between the two. Brand image is the perception of a brand that developed from personal experience or other people’s testimonials. If the image is positive, then your customer will more likely to buy your products again, even recommend your brand to others. However, if the image is negative, then your customer won’t do repurchase which will cause a decline in sales. The brand image development is influenced by the company’s efforts to communicate its values and maintain its reputation in various ways, including website, social media, and advertisement.
Brand imagery is the aesthetic elements of your brand that visualize its core messages. The visualization includes logo, colors, or promotional design that makes your brand memorable.
Brand Imagery Represents Brand’s Identity
Everything, tangible or intangible, that is linked to your brand can be named brand imagery. Take Shopee, for instance. To some people, the color orange reminds them of the popular online marketplace. Another example is IKEA with its trademark blue-yellow color combination. Those brands have successfully managed to leave a lasting impression and build connections with customers as a result of appropriate marketing strategies.
Related article: The Best Ways to Build Your Brand Awareness
Brand Imagery is Beneficial to The Company
If your brand manage to form emotional connections with your customers, then the probability of them to buy your product will rise as well. Indeed, not everyone will immediately purchase after they know your brand. However, in the future, when people are ready to buy, they will tend to choose familiar brands. In addition, brand imagery can help the emergence of customers who will associate good experiences with your brand. Hence, it will increase their likelihood to make repeat purchases. Loyal customers spend 67% more on products and services than new customers.
Brand imagery brings advantages for your company, but building it is not easy. It takes a lot of trial and error to convey your brand’s values properly. Consistent exposure and engagement affect your potential customer’s buying decisions. This concept does not only rely on attractive visuals but also must be aligned with the messages you want to tell.
One of the strategies to make your brand unforgettable is running targeted campaigns. HashMicro provides marketing automation software that helps you create relevant email campaigns according to your lead or client segments and enhance relationships with clients.