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•A brand is a design, symbol or name that allows the customer to associate or identify a business’ goods or services.

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Video

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Brand image is more than a logo that identifies your business, product or service. Today, it is a mix of the associations consumers make based on every interaction they have with your business. Most entrepreneurs and small business owners don't really think about their brand image until there's a problem with the image they're developing. I know I didn't think seriously about my own brand image until years after founding my agency 10 years ago.

Business owners often associate brand image with expenses and unnecessary fluff that add no value to their existing product or service. They are so focused on making their offerings the best that brand image is forgotten.

The reality, though, is that brand image matters. It matters a lot. Here's why brand image goes beyond branding as we know it:
Brand Image Makes An Impression
We know that making a good first impression is important, especially in business. Consumers will create an impression of your business and brand based on a variety of factors, such as the way your employees are dressed, your website, your business cards, the cleanliness of your store and more. Call it superficial, but these small details are points of contact you have with potential customers. In this case, presentation is everything.

I spent a lot of time on our business cards and I remember how impressed our clients were with the results. Although a business card itself doesn't make a sale, it does make a good impression about the expected brand promise. Rather than going for a standard card, we opted for a matte finish with custom die cut and spot UV to highlight our logo and add a tactile element. These small upgrades truly made a difference in the appearance of our business cards and showed customers that we were a brand to be taken seriously.
Brand Image Creates Recognition
You can probably spot an Apple device, a piece of Tiffany's jewelry or a can of Coca-Cola from afar. It may look simple, but it takes a lot to make your brand this recognizable to consumers. It's not just about the logo or slogan; your brand image encompasses both visual elements and brand associations like speed, reliability and quality. If you don't put the effort into maintaining a consistent brand image throughout every interaction a consumer has with your brand, you'll find it very hard to develop an easily recognizable one.

As a service company, we learned early on that part of our brand image involves our relationships with customers. This was so important that we decided to tie it into our company culture and values. We encourage our employees to build relationships with our customers and care about their campaigns as if they were their own. We like to think of ourselves as an extension of our customer's teams.
Brand Image Shows How Put-Together You Are
Imagine walking into a restaurant where every server wore whatever they wanted, or a department store where no one wore a name tag. How could a customer identify who to turn to for help? Everything might be running smoothly in your eyes, but a polished brand image is necessary to show that you know how to run your business. The opposite of that? Chaos.

Even simple things can signal to potential customers that you didn't just start your business yesterday, like having a professional email address. Having started my agency with a heavy creative focus, I was lucky that I had the resources to make our outward brand image look put-together, even if it wasn't so on the inside yet. Thanks to our creative team, we had a state-of-the-art website, professional sales collateral and an overall professional image.
Brand Image Builds Credibility And Equity
Believe it or not, your brand image is paramount to building credibility and loyalty among potential customers. If you consistently work at maintaining a stable brand image, be it the freshness of your food or your packaging, it contributes to a consumer's relationship with your brand. The more often you can deliver on your brand promise with a strong brand image, the easier it will be for consumers to remember your brand and what it stands for.

Because we want our brand to stand for great customer service, we work hard at coaching our employees to deliver the brand image we have built up over the years. We regularly discuss our core values and culture code to ensure that everyone on our team knows what is expected and how we want to position ourselves in the market. Having a team that understands the company's core values is key to ensuring they make the best decisions in their day-to-day interactions with customers.
The Bottom Line: Brand Image Matters
Brand image is important for any business. When consumers buy a product or service, they aren't just buying a product or service; they're buying what your brand stands for. That's why it's so important to design your brand image to convey exactly what you want it to say. I recommend thinking about your brand image as a whole early on. Be intentional about your brand image and build it from there.

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Council Post: Why Brand Image Matters More Than You Think

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Brand image is more than a logo that identifies your business, product or service. Today, it is a mix of the associations consumers make based on every interaction they have with your business. Most entrepreneurs and small business owners don't really think about their brand image until there's a problem with the image they're developing.

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Quiz: Can You Guess the Brands Behind These 16 Slogans?

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A simple phrase can be a powerful brand cue. See if you can guess the brands behind these famous taglines and slogans.

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Branding is one of the most important elements for businesses, and there are many different techniques businesses use to develop their brand identify and gain a loyal customer base. 

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Branding is one of the most important elements for businesses, and there are many different techniques businesses use to develop their brand identify and gain a loyal customer base. 

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Identify two ways a business can develop their brand awareness?

What methods do Tesco and Apple use to develop their brand identity?

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Functions of packaging
https://www.dineshbakshi.com/as-a-level-business-studies/marketing-management/revision-notes/1432-packaging

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We know about the four very important P's of a marketing mix, namely Product, price, Place and Promotion. But did you know that many consider another P that is equally important- Packaging. That's right, packaging of a product is a very important factor in marketing. Let us see why.

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Packaging

As we know first impressions go a very long way in how people perceive anything. This is the same idea that companies implement via their packaging. The outer appearance of the product (the package) is the first thing a potential customer will see, and so it can be a great marketing tool for the product.

In fact, the package of a product serves multiple practical purposes as well. Let us take a look at some of the uses and functions that it serves.

Protection: The first and the most obvious use of packaging is protection. It physically protects the goods from damage that may be caused due to environmental factors. It is the protection against breaking, moisture, dust, temperature changes etc.

Information Transmission: Packaging and labelling are essential tools to inform the customer about the product. They relay important information about directions for use, storage instructions, ingredients, warnings, helpline information and any government required warnings.

Convenience: Goods have to be transported, distributed, stored and warehoused during their journey from production to consumption. Packaging will make the process of handling goods more convenient for all parties involved.

Security: To ensure that there is no tampering with the goods packaging is crucial. The package of a product will secure the goods from any foreign elements or alterations. High-quality packages will reduce the risk of any pilferage.

(Source: standuppouches)

Packaging as a Marketing Tool

Effective packaging can actually help a company attract consumers to their product. It can be the tool that sets apart their product in a vast sea of options that the consumer has at their disposal. A good packaging can actually add to the perceived value of a product.

There are some effective techniques one can use to ensure that your product package is a great marketing tool for your product. Let us take a look at some elements that you can incorporate into a package to make it more effective.

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Capturing Attention

One important aspect of a package is that it must draw the attention of a potential customer when it is sitting on a shelf. It does not have to be the loudest or brightest package, but it must be unique in some way. Sometimes simplicity could be what sets it apart. Other factors could be the shape, the colour scheme or even the texture of the package.

Brand and Product Names should be very Clear

It is of absolute attention that your packaging draws maximum attention to your brand name. The customer will not buy a product if they do not know whose product they are buying. And clearly displaying your brand name is also a good branding strategy.

Point out to Benefits

Your product may have certain unique elements or benefits. Your packaging should draw attention to such benefits, it is a huge selling point. For example, if the product is 'organic' or has 'no preservatives' it should say so on the package and be displayed prominently.

Designed with the Target Audience in Mind

The company must be clear on whom the packaging is designed to attract and impress. Say the target audience is youth, then the design can be abstract and modernistic. But say the target customers are senior citizens, then the design should be clear and specific. Designing your packaging for a target audience is not always easy but certain criteria can be followed.

Solved Question for You

Q: What are some environmental considerations to keep in mind while designing the package of a product?

Ans: In this era, while designing the packaging there are certain environmental factors all companies must keep in mind. This is one way to be environmentally conscious and avoid pollution

Make sure the package is easily disposable, and provide instructions for such disposal

Avoid using excess material while packaging the product. We must restrict our use of excessive plastic if there is no necessary requirement for it.

The materials we use for the packaging should be recyclable or reusable.

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Packaging: Introduction, Importance as a Marketing Tool, Concepts, Q&A

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We know about the four very important P's of a marketing mix, namely Product, price, Place and Promotion. But did you know that many consider another P that is equally important- Packaging. That's right, packaging of a product is a very important factor in marketing. Let us see why.

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Ranking the world's most valuable brands.