Tom Simpkins

In the last post I discussed Brand Identity – how YOU (the business) wish to be perceived by the consumer. Brand identity is everything the company wants the brand to be seen as. Today I will turn the lens around and look  at Brand Image – how the CONSUMER actually sees you.

Brand-aware businesses spend hours of soul-searching to uncover their brand identity and how they want to be perceived. However, brand identity (self-image) is not always translated into brand image (customer-perception). This is where the rubber meets the road in marketing; getting your customers to see you as you want them to see you. Those businesses with well-managed brands have this figured out.  This leads to the promise of the brand being fulfilled and customer leaving happy.

Analyzing brand image from the consumer’s perspective is very entertaining. Much like people watching (the practice of  observing people and their behaviors and trying to figure out what they are all about), brand image analysis is “brand watching”. Some of us do this consciously when we encounter a brand, all of us at least do this subconsciously. We are constantly scanning our environment and developing a brand image of everything we encounter. The process of consumers developing a brand image is explained by the examples below.

Northtowne Walmart, Reno NV
With the Walmart brand in general, you know you are getting low prices at a sacrifice of service but the Northtowne Walmart is a brand in itself. Anyone who has ever been to this particular store will understand what I am talking about. The poor brand image starts before you even get in the store as you are faced with running the gauntlet of shopping carts strewn about the parking lot as no one has cared to collect them. The asphalt outside is littered with trash and stained with oil marks. Immediately when you walk in, you are greeted with a wave of foul air and as you wander through the aisles of disarray you are introduced up close and personal to Reno’s finest class of citizens. I understand this may sound exaggerated to some but I can assure you this is how Northtowne Walmart’s brand is seared into my conscience.

Focusing on Strengths creates a positive brand image in minds of consumers (despite brand shortcomings). Below is an example.

Super Burrito, Reno NV
On a more positive side stands the Super Burrito brand. While it isn’t the cleanest, newest and even most English-proficient joint in town, the experience of a #1 Chicken Super Burrito is unparalleled in Reno. There are other noteworthy burritos in town but none gives Super Burrito a run at being the champion of Reno burritos. The  #1 (the burrito that gives the restaurant its namesake) leaves me filled, happy and primed to come back for more. It has never done me wrong and always meets expectations.

See my previous post for an example of a company that understands its identity and effectively translates its brand to image.

Obtaining congruence between brand identity and brand image is challenging but it all starts with being self-aware, emphasizing strengths, while marginalizing weaknesses.

Think about the brands that you have developed a relationship with. What is your favorite brand? What does it promise? What does it represent? What adjectives can you think of to describe it?

Please share your comments below.