What Is Brand Image? Definition, Importance and Examples

It is imperative to distinguish yourself from competitors in today’s competitive business environment. 

It includes maintaining a strong brand image at all times. People’s perceptions of your brand are shaped by their experiences with it.

Brand images represent the brand’s products, services, and reputation within its industry.

A company needs to understand what constitutes its brand image and why it is so important. You will then be able to transform your business into a customer-focused, professional one.

Our aim in this piece is to illustrate how a brand image differs from brand identity and some examples of brand pictures.

Brand image refers to how customers perceive a brand. The consumer’s image of the brand exists within their heads.

This representation evolves as time passes. The encounters and experiences that consumers have with a brand combine to establish an image in their minds.

These exchanges can occur in various settings and do not necessarily entail acquiring or applying goods or services.

They gravitate toward branded things that are causing a stir in the market because the younger generation of today is highly impressionable, and as a result, to enhance their personality or to match societal norms, they gravitate toward branded products.

Brand image refers to the impression or imprint that the customer has developed over time about the brand.

A company’s reputation is ultimately one of the most important factors influencing how well a product sells. A brand’s image is incredibly significant since it is the sum of the various beliefs and perspectives regarding that particular brand.

A brand’s image represents its essence and worth as much as any component of the overall scheme.

It is important to remember that the brand image serves as a mirror to view the organization’s core values.

What Is a Brand Image?

Brand image in customers’ minds is shaped by the mental representations they have of them. Customers’ perception of the brand combines their beliefs, thoughts, and impressions.

An individual’s images of a certain thing consist of their beliefs, ideas, and impressions about it.

One definition of brand image is the customers’ view of the brand based on their interactions and experiences with it or their beliefs of what the brand could be. In a more complex definition, a brand image might look like this:

What Is Brand Image? Definition, Importance and Examples

There is a possibility that different clients will perceive the same brand in vastly different ways. This makes establishing a consistent brand image difficult for every company.

Brand image refers to how customers view your organization and its goods and services. The consumer’s perception is shaped by their experiences, interactions, and perceptions of your brand’s mission and values.

Customers’ impressions of a certain company’s brand are referred to as the brand’s image. The image of any brand tends to evolve with time.

Customers’ perceptions of a brand are shaped by their experiences and how they interact with the brand. 

These interactions can occur in various ways and are not limited to simply purchasing or utilizing the product or service.

The most important idea at the heart of the brand image is that when clients purchase a product or service, they also purchase the associated image. Businesses must attempt to create a distinct, positive, and immediate image for their brands.

A brand’s image can also be enhanced by utilizing effective brand communication strategies, including packaging, advertising, word-of-mouth publicity, and other promotional methods.

What Is the Importance of Brand Image?

Every company recognizes the importance of maintaining a positive public image since it contributes to achieving their business goals. The following are some of the benefits that come with having a good brand image:

  • New clients mean more money coming through the door.
  • It is simple to launch new products under the existing brand name.
  • Boosts a company’s client base’s confidence. It helps keep them around.
  • Stronger ties between the company and its clientele.

A business with a poor reputation may have difficulty staying in business or introducing a new product.

A company’s brand image is an important factor in determining whether a product will succeed in the market since it represents the thoughts and sentiments associated with the brand.

The brand’s image communicates its value and personality, which reflects the business’s core values.

Why Is Brand Image Important?

You effectively sell your brand when customers purchase products or services from your company. The success of your brand must have a positive image for several reasons, including the following:

Creates credibility

Consumers can benefit from a positive brand image cultivated by a credible company in an industry. It is necessary to maintain a high level of quality while remaining consistent and honest with the competition to accomplish this goal. The following methods can be used by brands to build credibility:

  • Integrity when dealing with clients and customers
  • A testimonial from an expert regarding a product or service is offered
  • Responding promptly to customer comments and issues
  • Examining one’s goods and services with those of one’s competitors
  • Becoming an industry thought leader is an important goal.
  • Enhancing quality and safeguarding consumer information
  • Opinions on social issues that are contentious

Your brand can earn the Consumers’ trust that being more credible and transparent about its operations. 

A brand’s credibility may influence customers’ decision to choose the brand over the other options available in a certain sector.

Creates a positive impression

Business professionals know how important it is to make a good first impression. You will create an impression or brand image of your company in customers’ minds based on the words and values you convey to them via your website, customer service, social media posts, and even your logo.

It is important to remember that customers’ perceptions of your firm last long after the sales process is completed. 

You want every interaction with potential clients to go well enough that they get a favorable opinion of your company.

Boosts referrals

Customers who have a favorable impression of a company’s brand are more likely to recommend its goods or services to their friends and family.

Referrals are an essential component of expanding the audience for the brand, and people’s close friends and family members can act as reputable sources of information for a large number of individuals.

Sometimes, a potential client needs to hear a good recommendation from someone in their inner circle before purchasing a particular business.

Establishes recognition

A well-known brand has the potential to bring in new clients while simultaneously establishing itself as an essential component of a particular sector.

Your customers will identify these qualities with your products or services if they perceive your brand as trustworthy, encouraging, and innovative.

Customers can describe the brand using words like “honest,” “supportive,” and “creative” when explaining the brand to others and writing reviews.

When your consumers have positive impressions of your company, it makes it much easier for you to launch new products under the same brand.

The new products immediately have a great reputation since they are associated with your powerful brand.

Develops Professionalism

A brand’s image can also make that brand seem more professional and structured. When customers perceive a brand’s image as uncluttered, unified, and well-organized, they may attribute professionalism to the brand.

A company that demonstrates credibility and professionalism may be more likely to build customer trust and expectations for its products and services.

Customer loyalty will likely increase if the brand meets those expectations, boosting client confidence.

What Is the Difference Between Brand Image and Brand Identity?

A firm’s brand image is not the same as the company’s brand identity. If a customer has a certain impression of a company and its products or services, such impression is referred to as the brand’s image. 

On the other hand, the brand’s identity is how the company intends for customers, competitors, and industry experts to view it.

For example, a company’s brand identity might be authenticated by disclosing how they source raw materials and manufacture the products. The brand identity is authenticated so that customers can trust it.

What Gives Rise To Brand Image?

Building a company’s brand identity requires the majority of the time, effort, and resources invested by that company.

They choose how their brand will seem, how the customer should feel while interacting with it, where the brand should be positioned in the minds of consumers, and any other necessary associations.

All these factors contribute to forming a brand personality, which influences a brand image when a customer engages with a particular brand or learns about it.

Now, it is not always required that an image forms as a result of interactions and experiences with the brand for there to be an image. 

There are instances in which potential customers construct an image of the brand in their head after reading news about the business or after seeing an influencer review it. These instances can occur either after reading the news or watching the review.

This is the same as with human beings. When we first meet a new person, we immediately begin to evaluate his character and construct a mental image of him based on our experiences with him. 

Similarly, we create perceptions of that individual based on what we hear about them from some of our other friends.

How to Create a Strong Brand Image?

It is important to understand who your company is and what it represents before you can craft a compelling image for your company.

You can carve a niche for yourself in the industry and gain the loyalty of the customers you want to sell to by laying the groundwork now.

What Is Brand Image? Definition, Importance and Examples

Using social media to promote brand image, marketing, and tailoring pitches to individual customers’ interests can all benefit a company’s customer base, whether a new or existing one.

Establish your vision, mission, and values

Establishing your goal, vision, and values is crucial since everything your company does (and every experience you give) should align with your mission and values. This is why it is important to begin by defining your mission. 

Its brand’s image will suffer if your core principles are inconsistent; therefore, before you begin marketing your product, you need to determine its purpose.

Your company’s principles will also motivate its employees to work hard, attracting clients to your company. Mission-driven employees are more likely to remain with an organization for longer and perform well.

When it comes to maintaining happy, productive staff and customers, understanding your purpose, vision, and values—as well as executing what you preach—can go a long way.

Make a statement about your brand’s positioning.

Your ability to differentiate yourself from the competition and communicate to customers exactly how you meet the requirements of your ideal clientele may be accomplished through a brand positioning statement.

The best way to determine this is to study your competitors and understand what sets your brand apart. You may excel in an area where your competitor fails, making you stand out.

After you have determined what sets you apart from your competitors, compose a statement of one to two sentences that explain the benefits that no one else can offer your clientele. This will assist inform how people see your brand.

Develop a brand identity/personality

Every brand needs a carefully constructed personality, voice, and set of qualities, much like a person does. Get started by choosing a tone for your brand and listing at least ten of its characteristics.

You may also construct a list of the things that your brand is and the things that it is not. The consistency brought about by defining your brand identity and personality will benefit your marketing strategy and brand image.

Research your key audiences with personas

You won’t be able to design a marketing message geared specifically toward your potential customers if you don’t know who they are. 

You must begin by researching your audience and collecting demographic and psychographic data about them. 

After that, you divide them into subgroups to produce anything from three to five fictitious versions of your ideal clients. 

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The key to successfully projecting the ideal image for your brand is a solid understanding of your buyer personas and audiences.

What Are Some Examples of Brand Image?

One of the primary goals of any brand, among many others, is to create an image that will advance the organization and its products and services. 

Several enormous budgets are allocated to achieve this goal, along with numerous creative ideas being evaluated. Several examples of the images of strong brands include the following:


Apple has established a powerful picture of its brand in the minds of its target audience, which has helped them achieve the top spot on Forbes’ list of “The World’s Most Valuable Brands.”

It has a reputation for being forward-thinking, stylish, and dynamic, and it has established a loyal client base by developing an emotional connection with its target demographic.

What Is Brand Image? Definition, Importance and Examples

Its clients are devotees who wait in line to purchase the newest things on the day they are made available. It is also more expensive than their competitors’ offerings, demonstrating that customers are willing to spend extra to associate themselves with a certain brand.

It is a fantastic illustration of how a positive brand image may evolve into an image that cannot be confused with any other. 

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When Apple’s founder Steve Jobs got involved in the company’s marketing, he decided to ditch the original logo, inspired by Isaac Newton, in favor of a more straightforward and recognizable design.

Apple has perfected the art of developing a lifestyle product and, as a result, has a strong brand image. Apple achieves this by employing a clean aesthetic and building user-friendly products yet still making a style statement.


Colgate is a well-known brand that can be found in almost all households throughout the entire world. The company has successfully developed a reputation that embodies trust and faith in its products. Customers of Colgate are confident that the brand will provide them with results that meet their expectations.

Customers of Colgate have been led to believe that utilizing the brand’s products will result in better care for their teeth and is an effective approach to protect their dental and oral health. The company has fostered this perception. As a result, Colgate has become inextricably linked with reliability, which drives most customers to choose the brand.


Zappos is well-known for its excellent customer service and pleasant working environment for employees. Its Chief Executive Officer, Tony Hsieh, has been responsible for promoting the brand and building its culture through providing great customer service. 

This has enabled the company to reduce its marketing spending as most of its sales come from returning customers.

Although it is not the most popular brand in the United States, it has one of the most upbeat and successful brand images. Its light-hearted brand mission is to establish a “caring, joyful and magical community made up of various friends that accept change and love to try new things,” and this purpose is carried over into every interaction that a client has with the company during their trip.

You wouldn’t think that an online clothing retail company could help people make new friends, but Zappos has created a positive brand image that is supported by its internet-based and social media efforts, as well as its internal culture. This image helps people make new connections with their existing friends.

Tiffany & Co.

Tiffany & Co. has built a reputation among its clientele as an exclusive and pricey company thanks to the products it sells, the events it hosts, the advertisements it runs, and the stores it operates, among other things. 

The company’s high-quality and elegant brand image results from consistent experiences built naturally through time.


McDonald’s food, stores, service, and commercials continue to portray McDonald’s perceived image as an affordable, fast food chain.

It also conveys to clients that it is a reasonable price and that they are at ease eating it. They are already familiar with the menu at McDonald’s and know exactly what they will order there.


Coca-Cola is one of the most recognizable trademarks in the world, and a large part of this is attributable to the fact that the company has maintained a consistent brand image over the years.

It prioritizes its brand’s promotion over its products and focuses on selling a way of life rather than a single item.

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Coca-Cola has exerted significant effort to cultivate a brand image that has come to be associated with activities and occurrences that make people feel happy.

Coca-Cola may not be traditionally associated with winter drinks, but the company’s holiday truck advertisement, which is prominently displayed in the marketing, has helped to build a connection between the brand and joy in the minds of customers.