Your company logo and visual brand identity are the first thing people see on your business card, website, ads, brochures, and more. The first impression that your brand image makes on consumers is vital. If they don’t like it or can’t relate to it, they won’t do business with you.
The trick is determining the best image for your brand that will position it for maximum long-term success. Fortunately, you don’t need to invest thousands of dollars on an expensive ad agency to help you determine your brand image. All you have to spend is time and effort by researching your market and consumers, defining your goals, and thinking strategically.
Your brand image should appropriately reflect your company’s personality, your industry, and consumer expectations for the type of products or services you provide. To help you get started with your own strategic thinking, take the brand image quiz below to learn which high-level category your brand image fits in: Creative and Friendly, Experienced and Professional, or Innovative and Technical. Choose just one answer for each of the following questions, and then calculate your results using the scoring system provided after the questions.
1. What words do you want consumers to think of when they hear your brand name?
___ a. Forward-thinking and cutting edge
___ b. Trustworthy and stable
___ c. Comfortable and accessible
2. How much do you charge for your products or services?
___ a. A premium (more than competitors)
___ b. A discount (less than competitors)
___ c. A competitive rate to competitors (but you’ll differentiate your brand through benefits like faster shipping or better customer support)
3. Why are you in business?
___ a. My business is my area of expertise.
___ b. There is an opportunity that is not being fulfilled in the market.
___ c. I love this type of business.
4. What three phrases would you use to describe yourself?
___ a. Amiable, receptive to new ideas, trendsetting
___ b. Logical, dependable, composed
___ c. Modern, flexible, venturesome
5. How would you describe your target customers?
___ a. They don’t like change or financial risk.
___ b. They’re most concerned with creativity and standing out from the crowd.
___ c. They want the latest and greatest gadgets and technology.
Now it’s time to calculate your scores! Use the scoring system below to add up your points.
• Question 1: A = 5 points, b = 3 points, c = 1 point
• Question 2: A = 5 points, b = 3 points, c = 1 point
• Question 3: A = 3 points, b = 5 points, c = 1 point
• Question 4: A = 1 point, b = 3 points, c = 5 points
• Question 5: A = 3 points, b = 1 point, c = 5 points
Time to learn which type of brand image is best for you! Use your score to determine which high-level brand image category you belong in below.
If your score is 5-11, the best brand image for you is:
Creative and Friendly
Your brand image should convey creativity, friendliness, and an ability to adapt to change. Your marketing materials, ads, website, and so on should be unique and stand out from the crowd. Consider avoiding harsh lines and fonts in your branded materials, including your logo design. Also, use imagery and photos that consistently communicate that warm, friendly feeling of your brand. If you are a clothing company, make sure your clothing company logo reflects the feel of your company.
If your score is 12-19, the best brand image for you is:
Experienced and Professional
Your brand image should communicate experience, a high level of professionalism, and longevity. Therefore, your marketing materials, ads, business cards, and so on should be conventional. Surprisingly trendy design can be very unsettling to your audience. Use standardized fonts and safe primary colors with highly professional images and photos.
If your score is 20-25, the best brand image for you is:
Innovative and Technical
Your brand image should reflect your technical experience and innovative style. With that in mind, your marketing materials, ads, website, and so on should be progressive and kinetic. Be bold in the typeface, colors, and photos you use to maintain consistency with your brand image.
It’s important to understand that your business might fall into two high-level brand image categories. For example, many companies find themselves falling into both the Creative and Friendly and the Innovative and Technical categories. The trick is to understand how best to communicate your brand image to consumers with a sense of consistency. Highly disparate brand messages can confuse consumers and destroy your brand-building efforts, but a strategically positioned brand image can deliver big profits for years to come.