How to Maintain a Positive Brand Image

A positive brand image is often a perception customers have of a particular brand. This perception goes beyond the quality of the products and the services offered and includes brand reputation, as well as its goodwill and prestige.

In order to stand out from the crowd of competitors, it’s crucial to constantly enhance the value of your brand by nurturing its positive perception in the minds of your customers. Here are a few ideas on how to achieve this.

Build a strong brand personality

To be able to maintain a positive brand image, you need to build a strong brand identity and make it easily recognizable by your prospective customers. In addition to design assets, such as your logo, typography and other visuals you use, your key brand personality traits and values are a significant part of your brand identity too.

A brand personality is a set of human characteristics that are associated with your brand name, and your consumers are more likely to be loyal if their personality and values are similar to their own. Just take Qantas as a perfect example of branding itself as the airline that champions the Spirit of Australia, with core values such as being together, genuine, inventive, experienced and optimistic.

Offer high-quality content

With 88% of internet penetration and approximately half of the Australian population logging into Facebook every day, you can’t create and keep a positive brand image without going digital.  This means you need to have your own website, which you will regularly update, along with a blog and social media accounts on channels which are more often used in your industry, and by your prospective customers. Your efforts to maintain a positive brand image will have much better results if you succeed in positioning yourself as a credible source of information in your niche.

The only way to achieve this is by constantly providing your target customers with valuable high-quality content, which is tailored specifically to their interests and needs. Use your blog to post about the topics which are relevant to your prospects, and give them practical solutions they can make use of in their everyday lives. Make your content more diverse by using not only text but other sorts of content pieces too, such as infographics, images, and videos.

Have a thorough digital strategy

You will find it easier to solidify your brand and maintain a positive brand image if you combine your content marketing with other digital strategies such as:

• SEO.  Enrich your content with well-researched keywords and backlinks, and make it easier for your potential customers to find you in search results. Optimize your content for mobile searches too.
• Social media channels. Use social media to share your various content pieces, and engage in meaningful conversations with your prospects. Organize contests and competitions to get the word-of-mouth going and get valuable user-generated content.
• PR. Use your PR skills to nurture good relationships with editors, journalists, and influencers in your industry field, and leverage their power too to establish a position of a reliable expert in your expertise. As forming this kind of relationship takes a lot of skills and hard work, outsourcing some of your tasks to a PR agency in Sydney, can help you easily achieve your goals.

For your marketing campaigns to have the best results, make sure your brand image is consistent through all the campaigns and channels, as this can increase your revenue by 23%.

Have a great customer service

One of the bulletproof ways to maintain your positive brand image and keep your customers loyal is by delivering excellent customer service. Recent research shows that 73% of consumers find a good user experience to be a key reason behind their brand loyalty. They also expect their user experience to be speedy and efficient, provided by friendly and knowledgable employees,  who understand their needs and are helpful.

The same rules apply to both the offline and online touchpoints between your brand and your customers, so if you want to keep your customer churn rate low, provide them with a timely response, and be efficient in solving their issues.

Nurturing a positive brand image can bring you many benefits which are vital for achieving your business goals. With a strong business brand, you’ll find it much easier to introduce your new products, attract new customers and form meaningful relationships with them, gaining and keeping their loyalty.