Does your company, products and services have a good brand image? We know that we all make purchases with our emotions and how we associate ourselves with the things we buy falls right in line with the image that the brand represents. Our image guru Wendy Crystal explains this in more detail.

A company is unlikely to have one brand image, but several. Creating brand image takes great research into selecting powerful images and reinforcing them through different levels of communication, that being, website, brochures, sales pitches and anything relative to your companies products and services. "The term "brand image" gained popularity as evidence began to grow that the feelings and images associated with a brand were powerful purchase influencers, though brand recognition, recall and brand identity." it's basis being on the proposition that consumers buy not only a product but also the image associated to the product or service, such as power, wealth, sophistication, and most importantly the identification and association with other users of the brand. In a consumer led world, people tend to define themselves by their possessions.

Good brand image must be positive and always unique among competitive brands to catch the eye of a consumer.

The idea behind brand image is that the consumer is not purchasing just the product and service but also the image associated with that product and service.

A customers overall assessment of a brand will reflect wether they, think through their decisions (what do you offer better then the competitor), or make them based on an emotion (how does this make me feel), or a decision made on a rational benefit (why do I believe this). This all boils down to how you pitch and listen to the customer which will reflect your answer based on their needs and wants. If the needs and wants of the customer are met then you have succeed with a satisfied customer and are well on your way to branding the perfect image.

Remember to be authentic and acknowledge yourself, your strengths and your weakness', understanding them with make you the master at what you do. It will naturally help you build your company, inevitably setting a positive brand image.  What makes you, you! What is your secret sauce, this secret sauce is what makes you, you! Learning this and applying it will be the foundation to the brand of your company. Having passion in your company and creating a positive brand image are just a few important ingredients needed in creating a successful company.